論文

基本情報

氏名 劉 ギョクテイ
氏名(カナ) リュウ ギョクテイ
氏名(英語) LIU Yuting
所属 サービス創造学部
職名 専任講師
researchmap研究者コード
researchmap機関

題名

“The Effects of Subtitled Commercials for Deaf People: An Interview Survey in Japan”. Yuting Liu and Morikazu Hirose. The 17th International Conference on Research in Advertising (ICORIA) Conference Proceeding. European Advertising Academy.

単著・共著の別

共著

概要

This study explored deaf students’ reactions and attitudes toward subtitled commercials. An interview survey was conducted among the targeted population. The results showed that subtitled commercials enhance visual attention with less increase of the required cognitive load and improve comprehension of advertisement contents, brand image, and corporate image; however, they have less effect on purchasing intention, especially for brand-oriented and expensive products. The expected efficacy of subtitled commercials is that they are an effective way to contribute to establishing barrier-free communication environments.

発行雑誌等の名称

巻・号・掲載ページ(移行用)

発行又は発表の年月

2018/03