caption what i'm saying: how television commercials that are not closed captions lose millions in...

7/31/2019 Caption What I'm Saying: How television commercials that are not closed captions lose millions in potential revenue

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CAPTIONWHATIMSAYING:HOWTELEVISIONCOMMERCIALSTHATARENOT

CLOSEDCAPTIONEDLOSEMILLIONSINPOTENTIALREVENUE

by

RACHELKAYBURTON

Dr.MaraMills,FacultyAdvisor

AthesissubmittedinpartialfulfillmentoftherequirementsfortheDegreeofMasterofArts

inMedia,Culture,andCommunicationfromtheSteinhardtSchoolofCulture,Education,andHumanDevelopment

NEWYORKUNIVERSITY


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TableofContentsI.Introduction..........................................................................................................................2II.LiteratureReview................................................................................................................6III.DataAnalysis&Discussion...........................................................................................10IV.Conclusion.........................................................................................................................36V.Bibliography.......................................................................................................................40VI.Appendices........................................................................................................................41

AppendixA(Commerciallinks)........................................................................................41

AppendixB(Codingtable)...............................................................................................42

AppendixC(Completesurveydata)................................................................................45

1.AllyBank.....................................................................................................................45

2.AT&T..........................................................................................................................50

3.Clairol.........................................................................................................................55

4.Dennys......................................................................................................................60

5.Ghirardelli..................................................................................................................65

6.Hallmark....................................................................................................................70

7.Hellmanns.................................................................................................................76

8.JCPenney....................................................................................................................80

N i id 8


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I.INTRODUCTIONClosed captioninghasmade increased appearances on screens inpublic spaces,

butnotallprogramsarecaptioned.Inspaceswhereaudioisdifficulttounderstand,i.e.,

inanairportoratavern,viewersmaymissoutonthecompletemessage,especiallyinthe

caseof

commercials.

Thus,

advertisers

lose

potential

hearing

customers,

as

well

as

deaf

andhardofhearingcustomers,whentheydonotcaptiontheircommercials.According

toastudyconductedbytheGallaudetResearchInstitute,anywherefrom37to140outof

every 1,000Americans have a degree of hearing loss (Mitchell 2005). Calculating this

againsttheJuly2011U.S.Censusof311,591,917Americans,apossible43,622,868Americans

arenotbeingreachedbyadvertisers.Manytelevisedcommercialsrequireeitherhearing

orcaptioning for theirmessagestobeclear,althoughsomeadvertisershaveexcelledat

mediatingtheirmessagewithouttheuseofwords.

Some genres seem to require captioning,while others lend themselves to clear

visualmessages.Commercials that sell consumerproducts, e.g. chocolatedesserts, are

clearerthanadvertisementsthatsellaservice,e.g.banking.Severalquestionsarisehere,

threein

particular:

What

constitutes

astrong

visual

commercial

that

does

not

require

supplementationof speechor text?Howdoes themutingof soundaffect the intended

messageof an audiovisual commercial? Is the image of thebrand themost important


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Disability, Graham Pullin (93) describes this strategy as resonant design a term

representingdesign

that

considers

the

needs

of

some

people

with

aparticular

disability

and other peoplewithout that disability but perhaps finding themselves in particular

circumstances.

There isnotmuch research about closed captioning in commercials,but in the

broader field of television, closed captioning has only been studied for programming

longer than30minutes.Captioningwas firstmadeavailable inhomes in 1984with the

TeleCaption decoder, an external apparatus that enabled closed captioning on any

television. In 1990 the Federal Communications Commission (FCC) worked with

Congresstopassa lawthatrequiredbuiltincaptioningforalltelevisions largerthan13

inchesmanufacturedafterJuly1993.Theyhavesinceaddeddigitaltelevisiontothelistof

requiredcaptionedprogramming,making it theresponsibilityof thecontentproducers

toimplement

captioning.

The FCCs Guide to Closed Captioning categorizes English language television

programming into two groups: prerule (analog programming dated beforeJanuary 1,

1998anddigitalprogrammingshownbeforeJuly1,2002),andnew(datingafterJanuary1,

1998foranalogandJuly1,2002fordigital).Allnewprogrammingmustbecaptionedand

75%ofpreruleprogrammingmustbecaptioned,withtwoexceptions:selfimplementing

exemptions and economically burdensome exemptions. Selfimplementing exemptions


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communitybulletinboards).Exemptionsforeconomicalburdenscanbepetitionedtothe

FCCand

determined

on

acase

by

case

basis.

However,televisioncommercialsarenotrequiredtofollowtheFCCsedictsdueto

their short length (most commercials are approximately 30 seconds long).As a result,

onlyahandfulofcommercialsontelevisionarecaptioned.Thisisunfortunatebecausein

itsonlinecaptioningguide,theFCCstatesthatcaptioning isextremelyhelpfulnotonly

for deaf people but also for individuals whose native language is not English, by

improving comprehension, fluency, and literacy skills. Thus, I argue the broad

importanceofclosedcaptioningandvisualcommunicationintelevisionadvertising.

InAmusingOurselves toDeath,NeilPostman (127) suggests that the television

commercial[has]madelinguisticdiscourseobsoleteasthebasisforproductdecisions.I

willargue,to thecontrary, that linguisticdiscourse isstillnecessary foradvertisements

ontelevision

in

the

form

of

audio,

since

people

who

cannot

hear

the

auditory

component

willnotbeable to receive themessage that the commercial sends.RaymondWilliams

writes inseveralessays, includingAdvertising:TheMagicSystem,thatadvertisements

seemstobemagicintheirabilitytoinstantaneouslyevokefeelings,forinstancewhena

brandnamelogoisflashedontelevisionorwhenaparticularadvertisingjingleisheard.

The relationship between the advertisement and the receiver has been extensively

studied.As one example, in Television and New Media Audiences, Ellen Seiter (28)


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connect to each other and supportmy research question. Thiswaymy codeswill be

replicable,for

as

Rose

says,

it

is

upon

the

integrity

of

the

link

between

careful

thought,

context,text,andcodethatvalidityrests(Rose60).

The finalstep incontentanalysis involvesdissecting,analyzing,and interpreting

results.Rosedescribes this step as approachablebymanydifferent frequency tracking

methods. The simplestway is to go through every image and attach codes to them,

ultimately selecting the frequencies that are most relevant to my theoretical and

empiricalframework(Rose63).Icomparemycodingtabletoviewerresponses,andthen

interprettheresults,inthediscussionsectionofthisthesis.

II.LITERATUREREVIEWMichel Chion determines inAudioVision: Sound on Screen that text structures

vision onscreen.However, for Chion (6), text apparently alsomeans sound or the

Word, asheputs it.As aDeaf person, text ispurelyvisual forme,but I gather from

Chions rationalization thatone cannot grasp the entiremeaningby simply looking at

images

on

screen.

There

must

be

some

type

of

supplemental

information,

such

as

music,

voiceovers, onscreen text, or even closed captioning.As he puts it, if the television

screenseemstospeakforitself,itisactuallyaventriloquistsspeech(Chion7).


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temporality of images on television. For instance, a smooth and continuous sound is

moresoothing

and

moves

more

slowly

than

an

uneven,

fluttering

beat.

The

speed

of

the

musiccaneitherslowdownorspeedupthe temporalaspectof thecommercial for the

viewerthatisabletohearit.

Chion (26) identified three types of listening that audienceviewers partake in:

casual, semantic, and reduced listening. Casual listening, themost commonmode of

listening,consistsoflisteningtoasoundtogatherinformationaboutitssource.Semantic

listening is thatwhich refers to a code or a language to interpret amessage: spoken

language,ofcourse,aswellasMorsecodeandmanyothers,whilereduced listening is

themode that focuseson the traitsof thesound itself independentof itscausesand

meaning.

These threemodes of listening can be applied tovisual listening to television

commercials.Those

who

listen

with

their

eyes,

such

as

deaf

people,

can

tune

their

eye

focus accordingly whether they want to casually collect information, listen to and

interpretmessages,orlookdeeperattheimageandfocusonindividual,basicaspectsof

thecommercial.

Alackofverbalinformationcannonethelessdiminishtheimpactofacommercial,

especiallyintermsofcommunicatingacompanysslogan.Oftentimes,slogansarespoken

verbally,andPaulMessarisassertsthiscannotbedismissedassimplyamatterofverbal


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Becauseof its capacity for theexplicit expressionof comparisons, causal

relationships,and

other

syntactic

constructions,

verbal

language

is

more

efficient than are images at encapsulating the basic propositions and

argumentsonwhichadvertisingcampaignstendtobebased.Yetmaking

anexplicitstatementistypicallynotenough(Messaris1634).

Thus language pulls images together, or can give multiple meanings to an

advertisement.AsJudithWilliamsonsaid,itislanguagethatcracksopenthecodeandis

the basic element in creating a hermeneutic of the advertisement: Language is the

primaryReferentSystemusedinads,inthatwebringourunderstandingofittothead,it

is a system of meaning whose frame the ad can use, but does not generate. Our

knowledgeofitcanbemanipulated.Intelevisioncommercials,languagefunctionsasa

signin

itself

capable

of

double

meanings.

Language

is

used

to

invoke

certain

worlds

and

framesofreferencetocreatealternatemessages,eithertocounteractorsupplementthe

images(Williamson86).

TheNationalCaptioningInstitute(NCI)iswellawareofthisfact.Theyhavebeen

amajor player in pushing for closed captioning legislation,but found that advertisers

werereluctanttospendmoneyoncaptioningtheiradvertisements.AsGregoryDowney

(216)explains,NCItriedtoattractmoreadvertisersbyofferingabargainbasementrate


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was successful,withmore than 100 televisionadvertisersclosedcaptioningat leastone

commercialonly

ayear

later.

Ultimately, themain deterrent for advertisers to caption commercialswas not

cost,buttime.AccordingtoDowney(217)in1990,theaveragecommercialwithnofrills

costabout$200,000.Addingclosedcaptioningwouldbeadropintheocean.Itwastime

that held advertisers back from captioning their entire programming. As AdWeek

explained, theonlyads thatarenotclosedcaptionedarequickturnaround spots that

corporationswanttogetontheairrightaway.NCItooknoticeofthisandestablisheda

fortyeighthour surcharge and even opened its New York office in 1985 to provide

overnightservice,wherecommercialshadtobeinby5p.m.tobeoutby10a.m.thenext

day. However, NCI could never come up with the necessary proof that captioned

commercialsactuallyincreasedsalesforvendors.

DespiteNCIs

efforts,

when

the

FCC

was

reviewing

captioning

legislation,

broadcasters started a flurryof requests forblanket exemptions for commercials, local

sportsandpromos,aswellasanyprogrammingwheretheviewershipwaslow.Newsand

informationchannelsarguedthatthetextontheirscreenswassufficienttoexemptthem

fromcaptioningrequirements.However,theFCCsfinalrulinginAugust1997mandated

a10yearperiodwhere95%ofnewshowsmustbecaptionedbythefirstquarterof2006

andtheFCCexemptedanyandalladvertisementslessthanfiveminuteslong,aswellas


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All in all, theNationalAssociationofBroadcasterswaspleasedwith the

rules,but

the

National

Association

for

[sic]

the

Deaf

was

not.

NAD

executive directorNancy Bloch argued that the exemptionswould allow

hugegapsinprogrammingandthat,inparticular,theregulationallowing

local electronic newsroom captioning in place of stenocaptioningwould

result in denialofvideoaccessbydeafandhardofhearingpeopleto live

interviews, sports and weather updates and other latebreaking stories

(Downey237).

TheFCC respondedwith labor shortageasa reason, toallow sufficient time for

captioningcompaniestorecruitandtraincaptioners.However,afterafewyearstheFCC

realized that realtime stenocaptioners could work in remote locations over

telecommunicationsnetworks

(telework)

and

toughened

its

rulings.

In

September

1998,theFCCamendeditspreviousregulationtomandatethatallprogramming,notjust

95%,becaptionedby2006.Thisincludedlivenewscaptioning(Downey237).

In 1994,GallaudetUniversitysMarkGoldfarbarguedbeforeCongressabout the

necessity forclosedcaptioningandhow itservesabroadgroupofpeople,notjust the

deafpopulation: Closed captioning is like the sidewalkcurb cut in that ithelpsmany

groupsofpeople,notonlyindividualswhoaredeaforhardofhearing.Nearly100million


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viewers in situations where the audio track couldnt be heard for various reasons.

Nevertheless,advertisements

remain

exempt

from

the

FCCs

regulations.

III.DATAANALYSISANDDISCUSSIONThe data collected in this studywas obtained through an online survey,where

respondentswere completely anonymous. The linkwas distributed through word of

mouth,viaemail,andonsocialmedia.Therewere10commercialsthatwereshowntwice

each,oncewithoutsoundnorclosedcaptioning,andoncewithoutsoundbutwithclosed

captioning.The

commercials

used

in

the

survey

were

pre

recorded

during

the

time

period

of7p.m.to12a.m.onFriday,February11,overtheaironWJLATV,theCBSaffiliatein

Washington, D.C. Commercials were selected on the basis of already being closed

captioned; the captions were then removed from the commercials using encoding

softwareforsurveypurposes.Thebrandsareasfollows,intheorderinwhichtheywere

displayedinthesurvey:

1. AllyBank2. AT&T3. Clairol


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8. JCPenney9. Nationwide10.WalgreensThesecommercialscanbeviewedbyusingthelinksprovidedinAppendixA.Figure1.ViewerresponsestoWhatistheslogan?Commercial First viewing (correct

responses)Second viewing (correctresponses)

ChangeAllyBank 18(42%) 26(60%) +8AT&T 16(37%) 21(49%) +5Clairol 23(54%) 19(44%) 4Dennys 29(67%) 33(77%) +4Ghirardelli 34(79%) 37(86%) +3Hallmark 22(51%) 22(51%) 0Hellmann 17(40%) 30(70%) 6JCPenneys 0(0%) 0(0%) 0Nationwide 5(12%) 25(58%) +20Walgreens 29(67%) 33(77%) +4

Figure2.Rankingthevisualclarityofeachcommercialonascaleof1to10.Commercial Mean Mode

AllyBank 6 7AT&T 4 3Clairol 7 7Dennys 7 7Ghirardelli 6 7Hallmark 4 2Hellmann 6 5JCPenneys 4 3Nationwide 5 2Walgreens 6 5

(1isveryweak,and10isverystrong)

Figure3.ViewerresponsestoDidtheclosedcaptioningchangethecommercialsmeaningforyou?Commercial Yes No MajorityAllyBank 53%(23) 47%(20) YESAT&T 86%(37) 14%(6) YESClairol 49%(21) 51%(22) NODennys 60%(26) 40%(17) YES


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Eachcommercialviewing,20 intotal,was followedby fourquestions.Followingthe

noncaptioned

commercials,

viewers

were

asked

what

the

product

or

service

being

sold

is,

whatthesloganis(asshowninFigure1),andwhatthemessagethecreatorsaretryingto

send is.Respondentswerealsoasked to rank thevisualclarityof thecommercialona

scale from 1 to 10 (where 1wasveryweak,and 10verystrong),as reflected inFigure2.

Afterviewing the captioned commercials, respondentswere asked the same questions

withtheexceptionofthe lastone,whichwaschangedtowhethertheclosedcaptioning

altered the meaning of the commercial for the respondent, shown in Figure 3.

Respondents were allowed space to comment if the meaning had indeed changed.

Viewersalsocommentedonhow themessagesweredifferentafterthe firstandsecond

viewings, and their answers to what the slogans were changed after watching the

commercialswithcaptioning.Allinall,43surveyswerecompleted.

1. AllyBankTheAllyBankcommercial featuredcustomer frustrationwithablender rather

thantheservicebellatadrycleanertoshowhowAllyBankhaslivehumanstotalkto

youratherthanamachine.Theirslogan isNononsense,justpeoplesense,whichwas

bothspokenanddisplayedonscreen.

When askedwhat theproduct or servicebeing soldwas, 25 respondents (58%)


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eightparticipants,or88%,answeredcorrectlyandonlyfive(12%)answeredsomething

otherthan

bank

or

banking

services.

The second question asking what Ally Banks slogan was garnered 18 correct

responses(42%)while theother25 (58%)got it incorrect.With thecaptionedviewing,

thenumberofcorrectanswersincreasedto26(60%),leaving13(40%)stillinthedark.

Thirdly,respondentswereaskedwhattheythinkthemessagethatthecreatorsare

tryingtosend is.Afterthenoncaptionedviewing,only32(74%)correctlyguessedthat

AllyBankoffershumaninteractionforcustomerserviceinsteadofautomatedmachines.

The other 11 (26%) guessed talking to a blender is annoying, or to get aworkers

attentionusetheblender.However,all43respondents,or100%,answeredcorrectlyafter

thecaptionedviewing.

After the firstviewing, respondents ranked thevisual clarity of the commercial

withamean

of

6and

amode

of

7.

Watching

the

commercial

with

closed

captioning

changedthemeaningfor23people,or53%,justmorethanhalfoftherespondents.Out

ofthese23peopleforwhomthemeaningdidchange,manycommentedthattheydidnot

realizethecommercialhadanarratordoingthevoiceover.Foroneperson,Ithoughtit

was to go to some dry cleaning place, but now I see its trying to advertise a bank.

Anotherpersoncommented,IlearnedthatAllyisabank.


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parentswatching theiryoung son playing on a tablet, and literally spelling out their

wordsabout

how

concerned

they

were

that

the

son

would

break

the

phone.

Watchingthenoncaptionedversion,allrespondentswereabletogetageneral idea

ofwhattheproductorservicebeingsoldwas.Answersvariedfromtablettosmartphone

andfromcellphonetowirelesstabletbutfive(12%)answeredthequestionwithiPad.

With closedcaptioningonlyoneperson stillanswered iPad,andoneotheranswered

game. The other 41 (95%) answered correctlywith avariation of Element tablet,

leavingonly5%incorrect.

Theirslogan,Rethinkpossibilities,wasguessedcorrectlyby16people(37%)andthe

other27(63%)includedanswerssuchas,Buyanelement,Havenoclue,Thekidcan

learnlotsbyusingthetablet,Keepkidsoutoftrouble,getthematablet,andIdont

remember seeing any. The captionedviewing helped increase the number of correct

responsesto

21

(49%).

However,

comments

after

the

second

viewing

show

that

some

peoplecompletelymissedtheslogan,ordidnotrealizetheysawit.Onepersonanswered

Canwestopspelltalking?whenaskedwhatthesloganwas.AnotherrespondedBuyit

andgetsmart.

According to the respondents, thenoncaptionedviewing showed that themessage

theAT&TcreatorsweretryingtosendwasthatiPadisthenewbabysitter,thekidmay

be tooyoung toplaywith the tablet, kidsneedexpensive toys,or theparentsseem


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get it. The other 42 respondents, or 98%, answeredwithvariations of purchase this

tabletfrom

AT&T

that

is

educational

for

children

and

waterproof,

and

get

afree

phone.

The visual clarity of the commercial was ranked at 4 with a mode of 3. Closed

captioningchangedthemeaning for37(86%)oftheparticipants,whocommentedthat

theadditionofcaptioningprovidedessentialinformationabouttheElementtabletbeing

a strong, tough product that is educational for children.Comments also included I

wasntsurewhatwasgoingonandwhatwasbeingsoldbutthecaptionsclarified it,I

thought itmeant easy to usewhen it actuallymeant protection, Somuch clearer! I

understoodthattheElementwasntanapp,andthatitwaswaterproof,andIammore

interestedinresearchingtheElementnow.

3. ClairolThe

Clairol

commercial

featured

awoman

in

an

elevator,

looking

at

gray

roots

in

her

reflection inthemirror.Awomanappearsoutof thinair in theelevatorwithaNicen

Easy root touchup product, and the commercial endswith their slogan Your right

color,displayedonthebottomofthescreenbutnotspoken.

Bothtimes,100%ofrespondentswereabletoidentifytheproductbeingsoldasahair

rootcoloringtouchupproduct.However,onlyslightlymore thanhalf(23respondents,

or53%)correctlystatedClairolssloganafterwatchingitsanscaptioning,whiletheother


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viewingthecommercialwithcaptions,statedNiceandeasyastheslogan.Oneperson

commentedthat

the

closed

captioning

covered

up

the

slogan.

Commentsfromtherespondentsaboutthemessagethecreatorsweretryingtosend

includedClairol isquickandeasy,touchupyourhair,andourproductmeetsyour

needs.Onepersonsaid Easy touse?Even inanelevator?after the firstviewing,and

thenchangedittoLastslongerafterthesecondviewing.ThevisualclarityoftheClairol

commercialwasrankedwithameanof7andamodeof7.

Closed captioning changed themeaning of the commercial for 21 (49%) of the 43

respondents.Theparticipantwhowonderedabout theproductbeingeasy touse inan

elevator commented that the closed captioning helped her or him to realize that the

elevator mirror was just a visual effects thing, not an actual application

method/timeframe. One respondent said that a decisionwasmade to purchase the

productthanks

to

the

captioned

phrase

seamless

match,

while

another

said

I

will

rememberit,andyetanothercommentedAlotofthebenefitsandsellingpointsofthe

productweremissedwithouttheclosedcaptioning.

4. DennysDennys, the nationwide dinerstyle restaurant chain, introduced their sizzlin

skillets thatcouldbe served forbreakfast, lunch,anddinner,oreven fordessert.The


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bottom.Theirslogan is AmericasDiner isAlwaysOpen,whichwasbothspokenand

unspoken.

Fifteen people (35%) correctly recognized the specific product being sold in the

commercialas sizzling skillets. Theother28 (65%) responses included fast food ina

dinersetting,breakfast,ameal,andjusttheirfood.Thesecondtimearound,only10

people(23%)

did

not

specify

the

sizzling

skillets

that

the

other

33

(77%)

did.

Many

people

mentionedthefactthattheskilletswereavailableforalimitedtimeonly,whichwasnot

mentionedinthefirstviewing.

Thesloganwasansweredcorrectlyby29people,or67%,andof theother 14(33%),

more than half (8 people)were unsure of the slogan.Afterwatching itwith closed

captioning,33people(77%)wereabletogetthesloganright,while10people(23%)did

notanswercorrectly.ThepeoplewhodidnotanswerAmericasDinerisAlwaysOpen,

insteadanswered

with

avariation

of

sizzlin

skillets

are

here

for

alimited

time

only.

Themessage the creatorswere trying to send to the respondents isgenerally to

comeand tryournew foodatDennys,which isalwaysopen24hours,7daysaweek.

None of themmentioned that the skilletswere for a limited only.After the second

viewing,26

people

or

60%

added

that

fact

in

their

comments.

The

visual

clarity

of

the

Dennyscommercialwasrankeda7withamodeof7.

Theadditionofclosedcaptioningchangedthemeaningfor26people(60%)the


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Iwrong!WiththeclosedcaptioningIrealizedthatthisisaspecialforalimitedtimeonly!

Wow!Another

said,

When

they

said

it

is

alimited

edition,

it

urged

me

to

go

to

Dennys

ASAP.

5. GhirardelliThis

chocolatiers

commercial

showed

awoman

eating

apiece

of

Ghirardelli

chocolate

toasongthatencouragedyoutoeattheirchocolatetorewardyourself.Theirsloganwas

bothspokenanddisplayedonscreenasMomentsoftimelesspleasure.

Allof the respondents answered theproductbeing sold as chocolatepieces.When

askedwhatthesloganwas,34(79%)answeredcorrectlywhiletheother9(21%)answered

eitherGhirardelli,GhirardelliSanFrancisco,orwereunsure.Withclosedcaptioning,

37people(86%)gotitrightand6(14%)didnot.GuessesincludedRewardyourselfwith

ourchocolate,

For

all

the

things

you

do,

and

Delicious!

The creators of theGhirardelli commercial failed to reach one respondentwithout

closed captioning, who answered ? when asked what the message was. The other

participants agreed thatGhirardelli chocolatewas delicious andyummy, but after the

secondviewing

added

that

the

chocolates

were

to

be

seen

as

areward

or

abreak

from

whatyouweredoing.Overall,21people (49%) felt thatclosedcaptioningchanged the

meaning for them,while22people (51%)didnot.Commentson the closedcaptioning


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it was just chocolate, and With closed captioning, it convinced me to buy these

products.

6. HallmarkHallmarks commercial featured amontage of people sayingwhat theywant to be

told,such

as

Tell

me

you

miss

me,

and

Tell

me

you

love

me,

to

advertise

their

cards

so

youcan tellpeoplewhat theywant tohear forValentinesDay.Thecommercialended

with their slogan, Life is a special occasion,whichwas displayed onscreen but not

spoken.

All the respondents identified the product being sold asHallmark cards, but one

respondentadded Cardwithprerecordedvoicemessages.TheHallmark commercial

seemed to have more than one slogan to some respondents, who answered either

Everyone

has

something

they

need

to

hear,

or

Vow

to

tell

them

this

Valentines

Day.

After bothviewings, the correct sloganwas answered by 22 people (51%). The same

peoplewhogotitwrongthefirsttimealsogotitwrongthesecondtime,andviceversa.

Whenaskedwhatmessagethecreatorsweretryingtosend,sevenpeoplewereunsure

andother

answers

varied

from

Everyone

has

something

to

say,

Tell

people

stuff

probablynicestuffwhileyoucanatfirstIthoughtitwasforinsurance,andThatyou

needtotellsomeonehowyoufeelintheformofacard,toPeoplelikecardswithvoices


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ClosedcaptioningchangedthemeaningoftheHallmarkcommercialfor34people,or

79%

of

the

respondents.

It

helped

make

the

commercial

more

personal

and

touching

for

manyrespondents,withonesaying:

At thebeginning,Ithought itwassomekindofdrugfreecommercialor

somethingrelated

to

adisease

or

acause.

Then

when

it

ended

with

the

Hallmarklogo,Iknewitwascards.ButiftherewasnologoorIdidntknow

the brand, I probablywould not really recognize the commercial for a

greetingcardcompany.Withthecaptioning, itjustreachesoutandgrabs

yourheart,andmakesyougoawwandinstantlythinkofsomeonewhois

inthatpositionwithyou

Another

person

commented

on

how

the

closed

captioning

finally

gave

context

to

the

talking heads!One commenter said that therewere very fewvisual cues during the

commercialandthefastpacemadeitdifficulttofollow.

7. HellmannsTheHellmanns commercialdepicted theirjarofmayonnaiseandamother feeding

hertwochildrenparmesancrustedchickenoutoftheoven,madewithHellmannsmayo.


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itdifferent.Upon furtherresearchontheHellmannswebsite,thesloganwas foundto

be

Make

it

real,

make

it

different.

Alltherespondents identifiedtheproductbeingsoldasHellmannsmayoafterboth

viewings.The slogan in the first commercialwas confusing for the respondents, as 17

people (40%)correctlyansweredwith Make it real,make itdifferent,while 13people

(30%)answered

with

Bring

out

the

Best.

The

other

13

people

were

either

unsure

or,

as

one said, Their mayo brings out the flavor in the meal. After viewing the same

commercialwith closed captioning, 30people (70%) correctly answered Make it real,

makeitdifferent.Sevenpeople(16%)answeredwithBringouttheBest,whileonesaid

Hellmann,andanothersaidheorshemissedit.

ThatyoucanusethebesttastingHellmannsmayoinrecipes,toenhanceflavor,was

first cited as themessage the creatorswere trying to send by 27 people (63%),which

increased

to

37

people

(86%)

after

viewing

the

commercial

with

closed

captioning.

After

the firstviewing,onepersonmentioned theHellmannswebsite thathasmore recipes,

and after the second viewing six people added the website in their comments. A

respondentincludedthecommentafterthecaptionedviewingthatBeautifulpeopleuse

Hellmannsmayonnaise

to

make

delicious

foods.

Find

more

recipes

at

Hellmanns

website.

Overall,theclosedcaptioningchangedthemeaningfor23(54%)oftherespondents,


24/96

Page23of95

completelydisgusting toputmayo on chicken,but the captionsmade it clear its a

recipe

not

just

plain

mayo.

One

even

said

Ill

try

cooking

with

mayo.

8. JCPenneyTheJCPenneycommercialwasamontageofdifferentwinter scenes,where the last

scenewas

of

agirl

on

aseesaw

while

the

snow

is

melting

all

around

her.

The

montage

endedwith thewords lotsof february to loveatjcp, then closedwith their logo.No

sloganwas stated.Upon further researchon theJCPenneywebsite, itwas found tobe

Fairandsquare.Theproductorservicebeingsoldinthiscommercialfailedtoreachfourpeopleafter

thefirstviewing,but39people(91%)saidavariationofClothesfromJCPenney. After

thesecondviewing,onepersonsaidLove,whileanothersaidNoidea,andtheother41

people

(95%)

mentioned

clothes.

However,

one

comment

said

Nothing

is

specifically

sold,butIamassumingtheclothesusedinthecommercialarebeingsoldatJCPenneys.

Therewas no explicit slogan in the commercial, so at first 28 people (65%)were

unsure,andtheother15(35%)answeredwithlotsoffebruarytoloveatjcp.Thesecond

timearound,

16

people

(37%)

still

answered

lots

of

february

to

love

at

jcp,

and

the

rest

were still unsure. JCPenneys commercialwas ranked forvisual clarity at 4,with the

modebeing3.


25/96

Page24of95

seemedtoconfusetherespondentsfurther.SomecommentedthatTheyaremarketing

JCPenneys.

Nothing

about

sales?

One

person

said

You

can

survive

cold

weather

with

something,Imnotsurewhat,andanothersaidItsprettyunclear.Thatyoucangetcool

stuffthere.Manywerestillunsure.

Closedcaptioningdidnotchangethemeaningfor27(63%)oftheviewers,withmany

commentingthat

that

commercial

itself

was

unclear,

and

adding

captions

did

not

make

a

difference.However,somecommentedthatthecaptionedsongaddedsomebackground

and tone to the scenes.One person commented, I didnt realize itwas set tomusic.

There are probably some Valentines Day clothing and gift options at JCPenneys.

AnothermentionedthatIjustthinkitwasapoorlymadecommercialaretherespecial

sales inFebruary?whileanother respondent said, Evenwith closed captions this isa

difficultmessagetodecipher.

9. NationwideThe insurancecompanyNationwide featuredaspokespersonchattingwithawoman

onabench,whohadalargeboulderrightoverherhead.Throughoutthecommercial,it

keptshrinking

to

size

until

it

became

alittle

pebble.

This

rock

represented

the

vanishing

deductiblethatNationwideoffers.Thewordsvanishingdeductibleappearedonscreen;

theirsloganwasnotdisplayedonscreenbutwasspoken:Nationwideisonyourside!


26/96

Page25of95

answered insurance.Whenaskedwhat thesloganwasafter the firstviewing, 10people

(24%)

answered

vanishing

deductible.

Fivepeople(12%)cameupwithNationwideisonyourside,withtwoofthemstating

that they only know the slogan from other commercials. After watching it with

captioning, 8 people (19%) still answered vanishing deductible, but 25 people (58%)

wereable

to

answer

Nationwide

is

on

your

side.

The

rest

were

unsure.

Whatmessagewerethecreatorstrying tosend?The first time,answersvaried from

Theyshrinktherockaboveyoutofeelbetter,toVisuallyunsureotherthanvanishing

deductible service, and from Nationwide insurance helps vanish deductibles, to

Nationwide will make the rock get smaller and smaller. Watching it with closed

captioning helped some respondents to learn that the longer you drive without

accidents, your deductible will get smaller. Only from Nationwide insurance. One

comment

was

Well

reduce

your

car

deductible

by

$100

every

year

as

long

as

youre

a

gooddriver.OnementionedthatNationwideistryingtoscareyou,claimingthatahigh

deductible is the worst thing to have as an insuree. All in all, 19 people (44%)

mentioned safe driving after the secondviewing,while after the firstviewingnot one

respondentmentioned

it.

For 35 (81%) of respondents, closed captioning changed the meaning of the

commercial.Commentsincluded:

f


27/96

Page26of95

Didntonlytalkaboutinsurancebutusingtheirspecificservicetoget$100off.

Ijustfoundoutitwasforcarinsurancespecifically. Didntknowofthedeal,nowIllcheckitout. Ididntknow that thedeductible loweredwhenyouwere a gooddriverwithoutthecaptions.

Itchangedbigtimeformebecausewithoutthecaptioning,Iwasnotabletoknow theNationwide slogan. Insurancedeductibles are annoying,and

thiscommercialdoesmakemewanttochecktheirwebsiteandgetaquote.

Lastly,inthefirstcommercial,itdidntreallyindicatewhatinsuranceitwas

for (home, car, or life) until the second commercialwith the captioning

showedgooddriver.

10.WalgreensThe Walgreens commercial introduced Mary, a woman who consulted with a

pharmacistafter seeinga sign fora freebloodpressure test.The logoof theAmerican

HeartAssociation appeared onscreen before theWalgreens logo and its slogan (both

spokenanddisplayedonscreen):Theresawaytostaywell.

At first when asked what the product or service being sold was 21 people (49%)

P f


28/96

Page27of95

onthecaptioned informationof$1eachpurchasebeingdonatedtotheAmericanHeart

Association

in

February

only.

Thesloganwas recognizedby29 (67%)peopleafter the firstviewing,and33 (77%)

afterthesecond.OtheranswersincludedFreebloodpressuretest,whilestillotherssaid

Walgreens.The commercialsmessage conveyed a general sense ofWalgreens caring

aboutyour

heart

and

offering

free

blood

pressure

tests.

The

fact

that

$1

would

be

donated

to theAmericanHeartAssociationwas includedby 12people (28%) in theiranswer to

whatmessagethecreatorstriedtosend,butnooneincludedthisafterthefirstviewing.

Theoverallvisualclarityofthiscommercialwasrankedat6withamodeof5.

The addition of closed captioning changed themeaning of the commercial for 34

(79%)ofrespondents,and24people(56%)saidthatthecaptionsinformedthemofthe$1

donationtocharity.CommentsincludedFoundoutthatfreebloodpressurescreeningis

only

in

February.

Without

captions,

I

thought

it

was

all

the

time,

I

didnt

know

theyll

donate$toAmericanHeartAssociationuntilIreadcaptions.Veryimportantinformation

that was missing! Before the captioning I thought that the heart association was

sponsoring the blood pressure tests, and Precaptionsmessage saidWHAT they do.

Captionsexplained

WHY.

Captions

added

warmth

to

the

brand.

Characteristicsoftelevisioncommercialswithclearvisualmessages

Page 8 of


29/96

Page28of95

developmentofthecodingtable,whichconsistsofanexhaustive listingrelevanttothis

study

although

not

necessarily

exhaustive

for

advertising

in

general.

Recurrent

themes

appeared in the survey comments referring to similar characteristics among the

commercials.

Thesecharacteristicsincludeproductorserviceplacement,numberofshots,number

ofactors,

text,

logos

and

slogans,

camera

vantage

points,

and

visual

paradox.

By

using

these characteristicsasabasisofunderstanding thevisualclarityofa commercial, the

viewerwill be enabled to understand how information isvisually conveyed, and how

miscommunicationmightoccurintheabsenceofsound.

1. Numberofshots.Icountedthenumberofshots ineachcommercialandusedthistotalasbaselinecomparisonforthenumberofshotswhichdirectly includeproduct

(or

service)

placement.

Hellmanns

led

the

group

with

the

greatest

total

number

of

shots (21).Ally Bank and Ghirardelli followed close behind at 16 shots each, and

JCPenneyhad 15shots.Nationwideused 12shots;AT&T,Clairol,andWalgreenshad

nineshotseach,followedbyHallmarkssevenandDennysfour.

2. Product placement. This characteristic might seem obvious, however manycommercialsinthisstudysorelylackvisualplacementoftheactualproductorservice

Page 29 of 95


30/96

Page29of95

commercial was unclear, so the number of product placements could not be

quantified.

Hallmark

displayed

their

cards

in

one

shot,

while

Clairol

only

used

two

shots to display their product.Walgreens displayed the blood pressure test three

times, andDennys showed their sizzlin skillets four times.AT&T andHellmanns

both placed their products in seven shots,whileGhirardelli led the bunchwith 10

shotsof

its

chocolate.

3. Text.Trackingthetextthatappearsonscreen,andthe lengthoftimeit isdisplayed,includinganyfineprint.Thisdoesnotincludelogosandslogans,whichIinvestigated

asaseparatecategory.Walgreensusedtextthemostwithnineshots,andHellmanns

andNationwide used text in eight shots.AT&T,Clairol, andDennys all used textseven times, Ghirardelli six,Ally Bank andJCPenney four, and six, andHallmark

three.

4. Logosandslogans.Textthatappearsonscreenasasloganoraspartofthe logo istracked.While a logomaybe shownon theproductpackaging itself, this category

countedhow

many

times

the

logo

was

placed

explicitly

in

the

center

of

the

frame.

Out

of ten commercials, only four displayed both the logo and slogan onscreen and

included the slogan in the audio track: Ally Bank, Dennys, Hellmanns, and

Page 30 of 95


31/96

Page30of95

5.Number

of

actors.

How

many

actors

appeared

in

the

commercial?

JCPenney

led

the

groupwith themost actors at 15; the next highestwasAlly Bankwith 11 different

actors.Hallmarkusedsevendifferentactors,whileAT&T,Hellmanns,andWalgreens

hadthreeactorseach.ClairolandNationwidebothusedtwoactors,Ghirardellionly

oneand

Dennys

did

not

use

any

actors

in

its

commercial.

This

category

also

divides

actorsintotwosubcategories:talkingheadsandactorsthatarephysicallyactive.

6. Numberofcameravantagepoints.Thischaracteristicincludeswherethecameraissituated.Fromwheredoesthecamerawatchthescene?Isitstraightforward,ordoes

itseemtobeoutside,lookingin?Dotheactorslookingatthecamera,orawayfrom

it?Does the perspectivevary or remain consistent? The commercialsvaried from

having

one

to

three

vantage

points

each.

Clairol,

Dennys,

Ghirardelli,

Nationwide,

andWalgreens all had threevantage points,whileAlly Bank andAT&T used two

vantage points to present their advertisements. The rest of the commercials

Hallmark,Hellmanns,andJCPenneyusedonlyonecameravantagepoint.

7. Visual paradox. Any visual paradoxes or surprising juxtapositions might behumoroustoahearingviewerwhoreceivesadditionalsounddata,buttheyaresimply

Page 31 of 95


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Page31of95

Hallmark,JCPenney, and Nationwide. Clairol had amediumratedvisual paradox,

whiletheotherfivewereratedlow;meaningtheproductorservicewasdisplayedina

typicalorexpectedscenario.Itappearsthatcommercialsforservicessuchasbanking

orcarinsurancehaveachallengeinfeaturingtheirservicesinavisuallyclearmanner.

Thefull

coding

of

each

commercial

can

be

found

in

Appendix

B.

These

codes

were

comparedtocommentsfromthesurveyrespondents.

Viewercommentsonvisualclarity

Fortheviewers,themeaningsofthreecommercialsdidnotchangewiththeaddition

ofclosedcaptioning:Clairol,Ghirardelli,andJCPenney.TheClairolcommercialseemed

tobecleartoviewersbecauseofthespokespersonwhoshoweddifferentshadesofcolor,

andtheexplicitvisualprocessofapplyingthecoloringtooltothewomansrootstodye

them.TheGhirardellicommercialwasveryclearduetotheproduct itwassellingthe

chocolate piece, and the pleasure the woman got from eating it. The JCPenney

commercialwasplainlyconfusing,withorwithoutclosedcaptioning.

Whenasked

to

rank

the

visual

clarity

of

each

commercial,

Clairol

and

Dennys

were

thetoptwoclearestcommercials,withAllyBankandGhirardellifollowingclosebehind.

RespondentsratedAT&T,HallmarkandJCPenneyinthebottomthree.Thecodingtable

Page32of95


33/96

g 3 95

WhydidAllyBanksvisual clarity seemhigh to respondentswhile itsmessagewas

difficult todecipherwithoutclosedcaptions?Thismaybebecause respondents ranked

thevisual clarity of each commercial beforeviewing the captionedversions, andwere

unawareofhowmuch informationtheyweremissing.Anothercontributing factormay

be that thephysicalactivityof the actors in theAllyBank commercialwashigh; their

gesturesrepresented

emotions

of

frustration

and

impatience,

which

was

clearly

conveyed

totheviewers.AnotherfactormaybethatAllyBankonlyusedthreeinstancesoftextnot

includingtwo logosandaslogannotmuch informationwassentvia text.Thehigher

theinstancesoftext,theclearerthemessageistoviewers.

TheJCPenney commercialwas an unsuccessful campaign thatwas executed badly.

TheadditionofclosedcaptioningdidnothelpviewersunderstandthemessageJCPenney

was trying to send,norwere theyable to identify theproductorservicebeingsold. In

mostcases,ifthereisnolanguagetosupportthevisuals,themeaningislost.Partofthe

problem inJCPenneyscasemaybeattributed to the fact that they sellmore thanone

productadilemma servicecompaniesalso find themselves in.Apparently, thereare

differentdegreesofvisualclarityforadvertisingaproductandsellingaservice.

Talkingheads

Theexceptionsseem tobecommercialsabout food,astheresults from theDennys

Page33of95


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g 33 95

argumentthattelevisionhaserasedtheneedforlanguageasasupportingfactor.Insome

cases commercials solve the communication problem by using talking heads, as one

viewerputit.

Talkingheadsseemtobeafactorinwhetherthemessageisunderstood.Twoofthe

commercials,AT&TandHallmark, featured talkingheadsandrepresented lowphysical

activity,and

thus

fewer

cues

for

the

viewer

to

pick

up

on.

No

visual

information

is

presentedwhenthescreensimplyshowsapersontalking.Physicalactivityisrequiredfor

clarityifthecommercialisheavilyactorcentric,ratherthanproductcentric.

Thenumberofcameravantagepointsseemstohaveacorrelationtovisualclarityofa

commercial.Thethreecommercialshighestrankedforclarityalsohadthemostvantage

points:Clairol,DennysandGhirardelliwiththreevantagepointseach.Thetwolowest

ranked commercials (Hallmark andJCPenney) had only onevantage point each. The

more information theviewer can gather from thevisuals, the clearer themessage is.

Increasedvantagepoints lead tomorevisualclarity for theviewers; theyareextremely

importantwhenaserviceisbeingsoldinsteadofaproductbecauseanabstractscenario

hastogiveasmuchvisualinformationaspossible.

Fineprint

Essentialinformationislostwhenitisnotdisplayedclearlyonscreen.Dennysfailed

Page34of95


35/96

viewers did not read the fineprint.This also happened in the case of theWalgreens

commercial,wheretheadvertisersaddedfineprintatthebottomofthescreenthatsaid,

DonationperiodFeb.1toFeb.29,2012,upto$100,000.

Sevenoutoftencommercialsusedfineprint,whichIdidnotnoticethefirstfewtimes

I watched them: AT&T, Clairol, Dennys, Hellmanns, JCPenney, Nationwide, and

Walgreens.When

Iwatched

them

without

closed

captioning

and

paid

close

attention

to

thefineprintIdiscoveredthatdespiteshowingthefineprintinthecommercial,viewers

didnot register the informationuntil itwasshown in theclosedcaptions.Whatever it

may be a natural inclination to not read the fine print or another factor the fact

remains thatbynot captioning commercials,peoplemissouton essential information

whentheaudioisnotavailable.

This impacts not only deaf people but customers in public places aswell. I often

choosenot to read the fineprint. as the saying goes, simplybecause Iwould rather

focusonthevisualsandcolorsonscreenandmanyothersdotoo,whichisunfortunate

becauseoftentimesthefineprintcontainsthemostessentialinformation,i.e.AT&Tsfine

printaboutpricingrequirementforthedealitoffered.

Brandidentity

Informationtransmissionisnottheonlyreasonitisimperativetouseclosedcaptions

Page35of95


36/96

Ghirardelli,Hellmanns,andWalgreens)commented that thecaptionshelpedconvince

them to decide to purchase their products. As one viewer said to the Walgreens

commercial,withoutthecaptionsthemessageshowedwhattheydid,whilewithcaptions

theviewerunderstoodwhywarmthwasaddedtothebrandwithclosedcaptioning.

Slogans are alsomore effectivelymediatedwith the use ofboth onscreen text and

closedcaptions.

Nationwide

was

the

only

commercial

that

did

not

display

its

slogan

onscreen (JCPenneydidnotevenuseanyaudioor text to show theirslogan),andof5

viewerswhowereabletoanswerwiththecorrectslogan,2mentionedtheyremembered

thesloganfromothercommercials.Thepossibilityremainsthattheother3respondents

sawtheslogansomewhereelseaswell.Withtheadditionofclosedcaptioningafterthe

secondviewing,58%wereabletoidentifythecorrectsloganasbeingNationwideison

yourside.Theincreasewasthehighestcomparedtoothercommercials,withachangeof

20.

TheJCPenneyandHallmarkcommercialsboth sawno change in correct slogan

responsesafterthesecondviewing.Thisisinterestingbecausebothcommercialswerein

the top threewith the highest number of actors, the other beingAlly Bank.Visual

confusionfrom

ahigh

number

of

actors

may

contribute

to

the

lack

of

successful

information transmission. Ally Banks slogan was both onscreen and spoken, and

Hallmarks commercialdisplayed threepossible slogans thatwere confusing,while the

Page36of95


37/96

superimposedinfrontofthesloganyourrightcolor.Televisionsandprovidersvaryin

termsofwheretheyplacetheclosedcaptions.Oneapproachtoavoidthisoverlap isto

make sure text only appears in the center of the screen, and to also include it in the

captioned voiceover. This way, essential information is communicated to theviewer

withoutinterruption.

IV.CONCLUSIONNeil Postmans argument that linguistic discourse has been made obsolete in

televisioncommercialsnolongerholdstrue;Iarguethatithasalwaysbeennecessaryand

still is.There isno replacement for language in sellinga serviceoraproduct.AsPaul

Messaris stated,visual information is incompletewithout theuseof language tomake

explicitstatementsbuteitheronecannotstandonitsown.Thisclaimissupportedby

theviewer comments inmy survey and by the subsequent analysis conducted in this

researchstudy.MichelChionsconceptofventriloquistspeech ispartofavisuallyclear

television commercial that uses closed captioning, and overall is reflective ofGraham

Pullinsresonant

design

concept.

When

atelevision

commercial

encompasses

resonant

designand includescaptioningsothatitsventriloquistspeechcanbeunderstood,100%

oftheinformationissenttotheaudience.

Page37of95


38/96

friendsandwastoldpersonallybyseveralrespondents,amixofbothdeafandhearing,

thattheyhadcompletedthesurvey.Itwouldhavebeenhelpfultoaddaquestionatthe

beginningofthesurveyabouttherespondentshearingstatus.Thiswouldbeadirection

forafutureprojectthatismorecomparativeinnature.Knowingifarespondentisdeaf,

hardofhearingorhearingmayshowwhetherdeafpeoplearebettervisualreadersthan

hearingpeople.

In the case of future research, direct comparisons could be made between

advertising strategies for similar products and services, such as comparing food

commercials from two different restaurants or banking services from two different

companies.Thepossibilityremainsforfurtherdataextractioniftherespondentisasked

againtoratethevisualclarityofthecommercialafterthecaptionedviewing.

Overall,however,Ideterminedthatclosedcaptioningwasasuccessfulvehiclefor

information in the 10 commercials included in the survey.Without closed captioning,

essential informationwasmissed,whether the informationwas displayed onscreen or

not.Thiswasespecially true forservicebasedadvertisements.Althoughadvertiserscan

takecertainsteps toenhance thevisualclarityof theircommercials i.e.morecamera

vantagepoints

and

less

visual

paradox

captioning

still

seems

necessary

for

clear

communication.Theadditionofcaptioningallowedviewerstoconnectwithbrandsand

feelwarmth,and it invokedacalltopurchaseproducts.Inaddition,viewerswereoften

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39/96

enough.Thisresearchprovesthattheultimatecharacteristicofavisuallycleartelevision

commercialintheabsenceofsoundisthecombinationofbothonscreentextandclosed

captioning.

In televised commercials, the number of times the product or service was

displayedalsohadacorrelationtohowvisuallyclear thecommercialswereexcept in

thecase

of

Ally

Bank,

where

the

physical

activity

of

the

actors

communicated

the

message. Situations ofvisual paradoxes such asAllyBank,Nationwide, andJCPenney,

where thevisualclaritywas rankedvery low, requireclosedcaptioning to transmit the

message. Commercialswhere the actors are engaging in low physical activity require

closedcaptioningtoprovidediscourse.

Textisadoubleedgedsword.Itisimperativetousetext,butinsomecaseswhen

companiesusefineprint,theirmessageiscompletelymissed.Incaseslikethis,suchas

whenDennysused fineprint to say that theirdealwas fora limited timeonly,closed

captioningmust be used tomake themessage clear. If closed captioning is not used,

potential customers in public spaces, or potential customers who cannot hear the

television,arelostcustomers.

Advertisersmiss

out

on

millions

of

dollars

of

revenue

by

not

investing

in

the

almost45millionpeoplewithhearingloss,andtheevengreaternumbersofpeoplewho

watch television inpublic spaces. Somepeoplemute the televisionwhile leaving iton

Page39of95


40/96

openupanewmarketandensurethecorrectreceptionofotherwisevisuallyambiguous

ads.

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V.BIBLIOGRAPHYChion,Michel.Audiovision;SoundonScreen.NewYork:ColumbiaUniversity,2004.

ClosedCaptioningGuide.FederalCommunicationsCommission,2011.Web.21November2011. http://www.fcc.gov/guides/closedcaptioning.

Cury,Ivan.TVCommercials:HowtoMakeThem,or,HowBigistheBoat?Oxford:Elsevier,2005.

Downey,Greg.ClosedCaptioning:Subtitling,Stenography,andtheDigitalConvergenceofTextwithTelevision.Baltimore:JohnsHopkinsUniversityPress,2008.

Messaris,Paul.VisualPersuasion:TheRoleofImagesinAdvertising.London:sagePublications,1997.

Mitchell,Rose.

Can

you

tell

me

how

many

deaf

people

there

are

in

the

United

States?

GallaudetResearchInstitute.Web.February2005.http://research.gallaudet.edu/Demographics/deafUS.php.

NationalCaptioningInstitute.Web.10November2011.http://www.nidcd.nih.gov/health/hearing/pages/caption.aspx.

Postman,Neil.AmusingOurselvestoDeath.NewYork:ThePenguinGroup,1985.

Pullin,Graham.DesignMeetsDisability.Cambridge:MITPress,2009.

Rose,Gillian.VisualMethodologies.London:SagePublications,2001.

Seiter,Ellen.TelevisionandNewMediaAudiences.London:OxfordUniversityPress,1999.

Sturken,Marita

and

Lisa

Cartwright.

Practices

of

Looking.

New

York:

Oxford

University

Press,2001.

Williams,Raymond.Advertising:TheMagicSystem.TheCulturalStudiesReader.Ed.Simon During. London: Routledge, 1993. 320335.

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VI.APPENDICES

AppendixA.Linkstocommercialsusedinthisresearch.Commercial Nocaptions ClosedcaptionsAlly

Bank

http://www.youtube.com/watch?v=Al7Kb9IWszU

http://www.youtube.com/watch?v=jbA6VGV1VxY

AT&T http://www.youtube.com/watch?v=V5mpYSlm_2Y http://www.youtube.com/watch?v=wg3dyJyxoEM

Clairol http://www.youtube.com/watch?v=FkJsYvho5gk http://www.youtube.com/watch?v=lXrs2M05fSw

Dennys http://www.youtube.com/watch?v=TJMBuIOCID4 http://www.youtube.com/watch?v=jtjac33DqgE

Ghirardelli http://www.youtube.com/watch?v=9Io_wMcC_ho http://www.youtube.com/watch?v=NI7IT9PR3HE

Hallmark http://www.youtube.com/watch?v=tUExeCTTOxk http://www.youtube.com/watch?v=KA3AMdH8BC0

Hellmanns http://www.youtube.com/watch?v=9_xVQxe2vLI http://www.youtube.com/watch?v=xRZFQb820lg

JCPenney http://www.youtube.com/watch?v=8Ss2QJ4mhW4 http://www.youtube.com/watch?v=RcpxBlLQEHs

Nationwide

http://www.youtube.com/watch?v=s_4HaCL0ha0

http://www.youtube.com/watch?v=ZMVHxawiaww

Walgreens http://www.youtube.com/watch?v=XesQOiR4LXE http://www.youtube.com/watch?v=xUS8GCAIzSA

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AppendixB.Codingtableofcommercialsusedinthesurvey.AD #

shots

Product/serviceplacement

Text Sloganandlogo

#actors

Numberofcameravantagepoints VisualParadox

AllyBank(30seconds)

16 0shots 4appearances1.Pleaseuseblenderforhelp2.Makingyoutalktoamachineisnuts.3.MemberFDIClogo4.allybank.com/1877247ALLY

Both(sloganonscreenandspoken)

11 2Point1:BehindthecounterPoint2:Fromasecuritycamerainthefront,showingthebacksofthefigures

High(drycleanersrepresentingbadcustomerservice)

AT&T(30seconds) 9 7shots(kidplayingwithtablet)

7appearances1.(fineprint)Screenimagessimulated.2.(fineprint)Waterproofagainstincidentalexposuretowater,whereverports(incl.USBandearphoneports)aretightlyclosed.NOTdesignedorintendedforinwateruse.Submersibleupto1meterforupto30minutes.3.(fineprint)Limited4GLTEavailabilityinselectmarkets.4.BuyanElement$249.99with2yearagreementandmin.monthlydataplan.5.

(fine

print)

Bundle

purchase

(Pantech

Elementwith2yragreementandmin.$39/modataplanandPantechBurstwith2yragreementwithvoice(min.$39.99/mo)andmin.dataplan($20/mo)required.Othercharges,termsandconditionsapply.Limitedtimeoffer.6.GetaBurstFreewith2yragreementandmin.monthlydataplan.7.att.com/element 866.Mobility

Both(sloganonscreen,butunspoken)

3

2Point1:FromthekidlookingattheparentsPoint2:Fromtheparentslookingatthekid

Low(tabletbeingplayedwithinanicekitchen)

Clairol(15

seconds)

9 2shots(the

box

and

thetool,0.5second)

7appearances1.Product

box

2.100%graycoverage3.(fineprint)vs.otherretailrootproducts.4.(fineprint)simulation.5.50%moreshades6.Productboxes(atleast20)7.www.clairol.com

Sloganonly(onscreen,

butunspoken,logowasshownonboxes)

2 3Point

1:Entering

elevator

Point2:ReflectioninmirrorPoint3:Abovewomansheadtoshowroots

Medium(checking

hair

in

elevator

mirror,thencoloringitrightaway)


44/96

Page44of95


45/96

Requiredmax.credit:$500.Detailsandavailabilityvarystatebystate.6.nationwide.comoralocalagent7.(fineprint)Productunderwrittenby

NationwideMutual

Insurance

Company

and

AffiliatedCompanies.Columbus,OH.Subjecttounderwriterguidelines,review,andapproval.Productanddiscountsnotavailabletoallpersonsinallstates.8.nationwide.comoralocalagent

Walgreens(30seconds) 9 3shots(2ofblood

pressuretestand1ofsign

advertising

it)

9appearances1.Montageofprescriptionbottleandlogo2.FreeBloodPressureTestssign3.Freebloodpressuretest.Walkinswelcome.

4.

(fine

print)

Restrictions

apply.

See

participatinglocationorWalgreens.comforfulltermsandconditions.FLORIDARESIDENTS:Additionaltermsandconditionsapply.5.TakeCareCliniclogo6.AmericanHeartAssociationlogo7.(fineprint)DonationperiodFeb.1toFeb.29,2012,upto$100,0008.WaytoWellCommitmentlogo9.(fineprint)walgreens.com/hearthealth

Both(sloganonscreenandspoken,

slogan

also

shownonbannerinbackground,logoshowntwice)

3 3Point1:Behindthecustomer,thensheturnsaround

Point

2:

Behind

customer

whileconsultingPoint3:Behindpharmacistwhileconsulting

Low(scenesareinsideWalgreensitself)

Page45of95


46/96

AppendixC.Completeresultsfromthesurvey.(Note:InthesecondlastcolumnofeachcommercialtablewhereitsaysChange? thevalue of 1 representsyes, and thevalue of 2 represents no, to answer the question ofwhether captionschangedthemeaningofthecommercial.)

1.AllyBankWhatistheproductorservicebeingsold? Whatistheslogan?

Whatisthemessagethecreatorsaretryingtosend? Rank

Whatistheproductorservicebeingsold?

Whatistheslogan?

Whatisthemessagethecreatorsaretryingtosend? Change? Ifyes,howdiditchangeforyou?

drycleaning

nononsense.justpeoplesense.

Itistellingpeoplethatwearehookedtotechnology

andablender

machine

is

theretohelpthem.Whenpeoplerealizetheydonotgethelptheyneed,weneedpeopleratherthantechnologyitself. 4 AllyBank

nononsense.justpeoplesense. sameasabove 1

gainedmycomprehensionofthecommercial

24/7Live

Bank

Service

NoNonsense.

JustPeople

Sense

Talkingtorecordingmachineonthephonesucks!Youalwaysreceive

livehuman

service

with

Ally

Bank. 924/7

Live

Bank

Service

YouneedanallyandNoNonsense.

JustPeople

Sense

ThatAllystronglybelieves

thatyou

should

be

able

to

reachaliveperson24.7 2

Bankcompany

Nononsense.Justpeoplesense

ThatifyoujoinourBank,youwillnotwait. 8 Bankcompany

Nononsense.justpeoplesense

Thatifwebecomeamemberoftheirbank,wewillhaveanallywewillnottalktorecordedmachines.Wewillhaveanally,realpeopletotalkto. 1

TherewasanarratortalkingthatIdidn'tcatchinthefirstcommercialthathadnosubtitles.Iunderstoodwhatitwasreallytryingtotellmeinthesecondone.

blender noidea notsure 1 Banking

talkingtomachines

are

annoying ally

bank

uses

people

not

machines 1 iunderstooditbetter

Banking Allybank

ItstryingtosaythatwhenyoucallAllybank,youwon'tbetalkingtoamachinebuttoaliveperson. 10 Banking Allybank

ThatyouwillhavealivepersonwhencallingAllybank. 2

Ally(bankingservices) Realpeople?

ThatAllyusesrealpeopleinsteadofmachines(likeautomatedphonesystems) 4

Ally(bankingservices)

Nononsense,justpeoplesense

Thattheyuserealpeopleinsteadofmachines. 2


47/96

Page47of95


48/96

sense Justpeoplesense

AllyBank

Nononsense.

Justpeople

sense.

Thatpeopleshouldn'thavetotalktomachinesfor

service,so

at

this

bank

you

dealwithpeople. 8 AllyBank

Nononsense.

Justpeople

sense.

Thatpeopleshouldn'thavetotalktomachines

forservice,

so

at

this

bank

youdealwithpeople. 2

allybank

talkingtomachineisnonsense

talkingtoablenderisannoying 2

customerserviceofallybank

nononsense.justpeoplesense.

allybankenablesyoutotalktorealpeopleforcustomerservice,notjustmachineresponders. 1

iunderstoodbetterthesloganandthepurposeoftheblenderandpeople'sannoyancewithotherbanksandhowallybankisdifferent.

ally abank?

"nononsense"orsomethingsimilar. "onlypeoplesense"

youwillalwaysbeabletotalktoarealpersonifyouneedservice,therefor,theyasacompanycare 10 AllyBank

NoNonsense,JustPeopleSense

Theylistentocustomerconcernsandchangepoliciesaccordingly so,theycare 1

onlyslightly thedifferencebetween"other

banks

make

you

talk

to

machines"and"wenotonlydon'tmakeyoutalktomachinesweactuallylistenedwhenyoutoldustostopdoingthat"

Banking

"Makingyoutalktoamachineisnuts"

Theyprovidepersonalcustomerservice,nomachines 10 Banking

"makingyoutalktoamachineisnuts"

Again talkingtoapersonisbetter 2

customerservice

Makingyoutalktoamachineisnuts

AllyBankprovidesthebestcustomerservicecomparedtoanybank. 7

CustomerService

Makingyoutalktoamachineisnuts.

Allybankhascustomerservice24/7,ratherthanautomatedmachineservicefromotherbanks. 2

Isawthecommercialbeforesoitishardtoanswerapproperiately

AllyBank

Talkingtoamachineisnuts

AllyBankhassuperiorcustomerservicecomparedtootherbanks. 7 AllyBank

Nononsense.Justpeoplesense.

AllyBankoffers24/7livecustomerassistance. 2

Banking Nononsense.

Mostotherbanks(andindustries,forthatmatter)forcecustomerstogo

throughautomated

customerservicephonetreeservices. Thecommercialistryingtoshowhowfrustratingitisforpeopletodothat. 8 Same.

Same.(it'sattheendoftheclip)

Customerserviceneedstobepeopledriven,andshouldnotrequiremachinestoaccomplish. 2

AllyBank

Nononsense.Justpeoplesense.

Thecompanydoesn'tuseautomatedansweringservices. 5 AllyBank

Nononsense.Justpeople

Thebankhashumanoperatorsansweringitsphonelines. 2


49/96

Page49of95

")


50/96

nuts.")

personalizedservicewithhumancommunication

commuicatingwithtechnologyisnuts

not

to

go

to

robots

10

accessiblecommunication24/7

noaccessiblityisnonsense

to

switch

with

the

bank

1

Clearinformation=clearermessage

custumerservice

machineverstalkingtosomeone

Talktopeopleinsteadofamachine 4 assistance

Machinevrs.reallifeperson

custumerserviceatabankinsteadoftalkingtomachine 2 theccdistractedme

BankingServices

Doestalkingtoamachinedriveyounuts?

ThatAllyBankhaspeoplenotmachingtotalkto 10

Bankingservices

Doestalkingtoamachinedriveyounuts?

Allyoffersrealpeopletodealwithnotmachines. 2

nothing

talkingto

a

machineisnonsense

usetheirbankinsteadofmachine 1 bank

no

nonsense

justpeoplesense

cometotheirbankbecuz

theyhave

people

to

help

youinsteadtalkingtothewallatotherbanks 1 subtitles

customerservice

NoNonsense.JustPeopleSense

Themessageisthatcustomerslikehumaninteractionbetterthantryingtointeractwithmachines. 6

Beingabletotalktoaperson24/7

NoNonsense.JustPeopleSense

Thatthecustomerswanthumaninteraction24/7andthisbankprovidethat. 2 N/A

bankmembership don'tknow

personalservice

from

humanbeings 2bank

membership

nononsense

justpeople

sensepersonal

service

from

humanbeings 2

fabric


Talkingtomachineisunhumanfeeling. 7 fabric


Talkingtomachineisunhumanfeeling. 2

badservice ally toserveyourself 2

customerservicenotmachines

Youneedanally

Nomachines.peoplemakesense 1

Icouldfigureoutwhatwashappening

drycleanersortailors

talking

to

a

machinedrivespeoplenuts

weneedhumancontactforservice 3 Bank

needan

ally

to

talk

toapersonratherthanamachine

thatallybankofferspersonalservices 1 themessagewasmoreclear

BANKINGservices

makingyoutalkingtomachinesiscrazy

hmmnottodwellonthemachines,butyoucanhaveinteractions(HUMAN)toresolveyourissues 9

bankingservices

nononsensejustpeople

hmmnottodwellonthemachines,butyoucanhaveinteractions(HUMAN)toresolveyourissues 2

n/athemeaningwassameforme

Page50of95


51/96

2.AT&TWhatistheproductorservicebeingsold? Whatistheslogan?


Whatistheproductorservicebeingsold?

Whatistheslogan?

Whatisthemessagethecreatorsaretryingtosend? Change? Ifso,howdiditchangeforyou?

tabletrethinkpossible

Tablets,mobilephoneisgoodforchildren,theywillkeepthembusy.Inotherword,ababysitter. 4

Waterprooftablet

rethinkpossible

It'dbeallrightforchildrentoplaytabletanditissafe.Waterproof. 1

Closedcaptioninghelpmetounderstandthemessage,soIcanunderstandthemeaningbehindthecommercial

Buyone

get

one

free

withATT.Elementandsomethingelse. Noidea Veryhardtotell. 4 Element

Waterproof,4GLTE

ThatElementiswaterproofandexcellent

forkids.

Didn't

really

see

anyhumorinthiscommerical. 1

Didntknowthatitwaswaterproof.

Phone/computerdevicesfromATTcompany

Idontrememberseeingany.

Thatthedeviceshelpskidsbecomeintelligent. 3

Phone/computerdevices

RethinkPossiblities

Thatthekidsunderstandwordsbetterthaneverwiththehelpofthedevices.Parentshadtospellthemoutsothatthechildwuldntcatchit?ORitgotparents

brainwashed

on

spelling

everythingbecausethekidplayseducationalappthatteacheshimhowtospellallthetime? 2 n/a

tablet noideatobuytheirtabletatat&t 3

awaterprooftablet

canwestopspelltalking

evenalittlekidcanplayonthetabletwithoutbrakingit 1 understoodbetter

Elementtablet AttThastweshouldgetanElementtablet. 4 Elementtablet Att

GoandbutanElementtabletasitswaterproof,etc. 1

Itmademeunderstandthecommercialmore.

Tablet/smartphonebyAT&T Dunno Notsure. 1 Elementtablet Dunno.

Ireallydidn'tunderstandthiscommercial...whyaretheparentsspellingoutthewaytheytalk?Idon'tgetit. 2

TabletPCorphoneRethinkPossible Don'tknow 3 PCtablet.

Rethinkpossible Helpschildrenlearn 1

Captionmadethecommercialclearer.

ipadlikerethinkpossible

toyslikeiPadkeepchildrenbusy. 1 sameasabove

sameasabove sameasabove 2


52/96

Page52of95

element was waterproof


53/96

elementtablet

waswaterproof.

"element" somethinglikeaniPadoradrone? noidea

um. kidsneedexpensivetoys? lookedliketheparentswereconfused,soitseemedsatirical,thensoldthephone.dunno. 3 Element4gLTE

Stilldon'tknow

Productisindestructible or,standsuptokidsplayingaroundwithit 1

Theexpressionontheparents'faceswas

explainedw/o

CC

it

lookedliketheywereworryingabouttheirkid,nottheirphone Iguessworryingaboutthephonecouldbefunny,thoIthinkit'salittleinsulting,butthen,Iratherdislikeconsumerism

Cellphoneservices Don'tknow

Getyourkidatablet,andaphoneforyourself? 3

awaterprooftablet

Goahead

and

have

yourkidplaywiththetablet

Thewaterprooftabletissafeenoughforyourkidtoplaywith 1

Bigtime makesitlessofaninvestmenttogetyourkidatabletdevice

AT&Ttabletrethinkpossible

tablethaschildproofprogramchildrencanusewithoutdestroyingorlosinganyinformationonthetablet. 4

AT&Telementtablet

RethinkPossible

Thetabletiswaterproof,childproofiguessandpossiblythebesttabletonthemarket. 1

IunderstoodthemessagebetterwhenIknowwhatthepeoplearesayinginthecommerical

ATTAndroidtabletsandsmartphones ???

ATThasavarietyoftabletoptions 6

ATTPantech

ElementTabletandafreeBurstsmartphone ???

TheElementis

waterproofand

is

perfect

forfamilieswithyoungchildrenbutareunabletoaffordaniPad. 1

Insteadofapplyingtojust

itsAndroid

lineup,

the

commercialnowfocusesonthePantechElementasanoptionforfamilies.

CellPhone

for

AT&TRethink

Possible Somethingaboutkids? 3

Smartphone

tabletfrom

AT&TRethink

Possible

Thatthedeviceis

waterproofand

therefore,

childproof. 1

Originally,IthoughtthecommercialwasfocusingontheunderlyingservicethatAT&Tprovides.Readingthecaptioning,Irealizedthey'retalking

aboutthe

device

itself

and

its"toughness".

AT&Ttablet. noanswerTabletiseasytouse;freephonewithtablet. 3

Tabletand4GservicefromAT&T noanswer

Tabletiswaterproof,has4G;freephonewithpurchase. 1

AT&T,anElementRethinkPossible

goandbuyElementkeepyourkidsbusy. 4

AT&T,anElement

RethinkPossible

Thosedevicessuitstheparentswhohavethechildrenandthosedevicesareobviously 1

NowIcompletelyunderstoodthepointofthiscommercialandtheirwayofmarketing.


54/96

Page54of95

liquidproof? getsmart with4g thecommercial,withoutit


55/96

q p g 4gIwasn'tsurewhatthemessagewas.

tablet ??kidmaybtooyoungtoplaywiththetablet 1

tabletwaterproof

rethinkpossible

parentshouldntb

worriediftheir

kids

play

withtabletbecuzitswaterproofed 1 subtitles

TabletRethinkPossible

Thatthetabletiseasytouseeventhekidcanuseit. 3

waterproofcover.

RethinkPossible

Theyprovideprotectioncoversothekidcanusethetablet 1

Ithoughtitmeanteasytousewhenitactuallymeantprotection.

anelement don'tknow kidsliketechnology? 2 tabletdevicerethinkpossible

kidsliketechnologysobuyitforthem 1

Tablets/Moblie

No

idea

It'sokayforkidtoplay

tablet?

3

Tablets

Tabletforeveryone

ageless

Kidcanusetabletwithoutdamgeit alsoit

make

them

smarter.

1

Humorscripthelpmeunderstandthebehind

message

of

commercial.

elementAttrethinkpossible

anyonecanusetheproductsevenachild 4 element

Rethinkpossible

reliable,durable,andeducational 1 addedvalueandcontent

phoneorgame dontknow don'tknow 4 game

theproducdthelpswithspelling? theproduceiscool 1

mobiledevicesrethinkpossibilies

toexpandonyourpotentialwithdifferentbrands 3 tablet

rethinkthepossibilites

youcanreceiveatabletthatiswaterproofff 1 clarityinmessages

Page55of95

3 Clairol


56/96

3.ClairolWhatistheproductorservicebeingsold?

Whatistheslogan?


Whatistheproductorservicebeingsold? Whatistheslogan? Whatisthemessagethecreatorsaretryingtosend? Change? Ifyes,howdiditchangeforyou?

Hairdyeproduct

yourrightcolor

Thehairdyeproductwillmaintainhaircolortoitsroots,tomakehairlookhealthy 8

Hairdyeproduct

Yourrightcolor Sameasabove 2

Theclosedcaptioninghelpedmetounderstandwhatthecompanyissaying....itiswelladverstiedifwithoutclosedcaptioning.

RootHair

Color

your

right

colorOur

product

meets

your

needs. 7

RootHair

Color.Root

n

TouchNice

and

easyOur

product

meets

your

needs. 2

HaircolorBox

coveryourgreyroots

Tobuythiscolordyebox,youwillbeabletocoveryourgrayroots. 9 Roottouchup

Roottouchupbyniceandeasydyebox

UsethisNiceandEasyroottouchups,willsaveurtimeandlife. 2 n/a

hairroottouchup

itcoversurroots

buythisanditcoverurrootsforallcolorsofhair 7

hairroottouchup nice&easy

itcoversyourhairrootforalltypesofhairtomakeyouhappy 2

Hairdye

Clairol

Togoandgethairdye,

it'seasy

and

quick.

7

Hairdye

Clairol

Theresmorecoloravailable

andvery

efficient.

2

Haircoloringproducts

Imissedit!

Thatyoucanusethisproducttoquicklyandeasilytouchupyourroots. 10

Haircoloring(roottouchup)

Youmaybegoingupbutyourrootsaregoingdown!(That'sthelineIremembered)

Thatit'seasytotouchupyourrootswiththisproductandyoucanfindanyshadethatfitsyourhaircolor. 1

TheCCmadeitabitclearerthatyoucouldfindanycolortomatchyourhaircolor.

Hairdye

your

rightcolor Don'tletyourrootsshow. 3 hairdye yourrightcolor don'tletyourrootsshow 2

hairrootdyestuff

yourrightcolor

theyhavethebestroottouchup 8 sameasabove

sameasabove sameasabove 2

quickhaircolorroottouchups

yourrightcolor

thattheirhaircoloringproductworksamazinglyfastandmakesyoulookfabulous! 7

roottouchuphaircoloringproduct

niceandeasy/yourrightcolor

thattheyhavetherighthairproductforyou,withtheir50differentcolorpalette,and100%greycoverage! 2

IknowIsaidno,butIwantedtoexplainmostlyofwhattextthatappearsonthecommercialsuchas"100%greycoverage"isalready


57/96


58/96

Page58of95

andcomesin50colors. comesin50colors.

root touch 50 more colors for root i learned few more things about


59/96

roottouchup ?

50morecolorsforroottouchupproduct 3 roottouchup niceandeasy new50colorsavailable 1

ilearnedfewmorethingsabouttheproduct

Roottouch

upfor

peoplewhodyetheirhairtocoverupgrey.

Missedit.

There'saneasyroottouchupkitthatcomesinmanycolors. 6

Roottouchupkitforpeoplewhodyetheirhair.

Couldn'tseeit,captionscovereditup.

Nice&Easyhasmanycolorsthatcanseamlesslymatchyourhairdye,andit'seasytouse. 1

Itclarifiedthemessage.Iunderstoodthebasicmessagebutitmadeitevenmoreclear.

hairproducts

fixyourcolor

tobuytheirproductswhenyouarenothappywithyourcolor 4

roottouchupproducts

goingupbutrootsarebringingyoudown

thatyou'llgoupwithrightcolor! 1

Therearedifferentshadesofcolor.iwouldneverhaveknownthatifididn'thaveaccesstocaptions.

haircolorproduct

we

have

thehairprodcttomakeyourhaircolor hairrootcolor 8

hairrootcolorer

haircolorvariation gethaircolor 2

RootTouchup

Coverthegray

Theyhasaproduct(dye)thatcantouchupyourrootsfastandmanycolorstochosefrom. 7 Rootcoverage

100%Rootcoverage

Theyhave50shadestochoosefromforcoloringyourroots 1

Itwasabitclearerwiththecaption.

rootscoverup

your

rightcolor

thereare

many

different

shadestomatchyourhaircolor 7 roottouchup

yourrightcolor

youcan

do

it

anywhere

even

5

minsbeforeyourimportantmeeting 1 sutbtitles

Roottouchup

Yourrightcolor

Easytodyejusttherootpart 9 Roottouchup

YourRightColor

It'seasytodoaroottouchupwithouthavingtodyetheentirehair. 2 N/A

hairdye

your

right

coloryou

can

dye

your

hair

quickly 6 hairdyeyour

right

coloryou

can

touch

up

your

roots

caption what i'm saying: how television commercials that are not closed captions lose millions in...

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