摘要：In India there is no legislative framework in order to make compulsion of captioning and ISL signing as a part of UD for television industry. Lot of research and movements is still going on for the accessibility of digital media for persons with disabilities. It can be noted that, advertising industry is one of the much more growing industry of India. Television advertisements continuously have the competition between any other advertisements. In India 2.21% of the population (26,810,557 persons) are persons with disabilities. Percentage of disabled persons in India has increased both in rural and urban areas during the last decade (WHO, 2007). India accepted the UNCRPD regulations, in that UD focuses on eliminating barriers through initial designs that consider the needs of diverse people whether they are person with disability or person without disability (David Rose, 2006). This study investigated the effects of advertisement in accessible format, through the use of captioning and Indian sign language (ISL), on hard of hearing and deaf people. "Deaf (capital letter 'D' used for culturally Deaf) and hearing" viewers watched short Public Service Advertisement (PSA) based on Right to Education with and without accessibility formats in a randomized order. Their opinions were recorded on a questionnaire developed for the purpose of the study. Total seventy (70) persons participated in this study out of which 35 were persons with disabilities and 35 were persons without disabilities. Analysis of the data showed that there was difference in the effects of accessible and non accessible formats of advertisement on the hard of hearing PSA viewers. The study showed that accessible formats increased the understandability of the message of the PSA and use of ISL helped persons with disabilities to understand concept of PSA at better extend as compare to non accessible format of PSA. While captioning increased the perception of the hearing persons to correlate with listening and understanding the concept of the PSA which is based on Right to Education act- 2009, the Hearing impaired correlated watching the ISL interpreter with understanding the concept of PSA. Placement of the ISL interpreter in the screen and color of the fonts used for captioning were also covered under the study. However, the placement of the ISL interpreter and color of fonts in the screen and their correlation with comprehension of the advertisement by hearing impaired person and person without disability did not show much of significance in the result
关键词：Accessibility; Captioning; ISL; Public Service Advertisement; Education
