Translating Visuals into Words: An Analysis of Audio Descriptions in Ads for Blind and Visually Impaired Consumers

Advertisers and brands are increasingly attempting to reach diverse populations that were ignored in previous decades. Although they have made progress, they continue to overlook certain diverse groups. This study focuses on ads designed for blind and visually impaired consumers, more specifically, through audio description. While brands and products rely on visual cues to lure consumers, little is known about how brands communicate with blind and visually impaired consumers about their products and services. An analysis of ads using audio description shows that brands under-describe their products and often leave out important information (e.g., spokesperson identity). Further, the findings of this study suggest that the audio descriptions used in ads are text-dense, which could make processing the persuasive attempt difficult. The results of this study further researchers' and practitioners' understanding of how to provide more inclusive access to product information to visually impaired and blind consumers.