「CWhat are the elements of images thatlead to content understanding for thehearingimpaired?

Total number of persons with disabilities and hearing disabilities

4,287,000 (Total number of persons with disabilities)

312,000(Total number of hearing impaired）

motive① Want to help the hearing impaired.！

②Want to make commercials that all people can enjoy.
③Want to solve the SDGs.

Elements Leading to Content
Comprehension
Ⅱ.
Subtitles, sign language, andReading from mouth movements, etc.
and deﬁnitions

Elements Leading to Content

Hypothesis

Hearing impaired people
can use sign language andmouth movements tounderstand the content ofcommercial.

Method of Investigation
１Survey of previous studies
２Survey of hearing-impaired organizations inand outside of Fukui Prefecture via
Instagram and email

Questionnaire survey and results

What is the number one help in understanding
the content of TV, commercials, etc.?
23 responses

sign language
subtitles
mouth movements

Only hearing impaired

Are subtitles the best help?

Prior Research Survey IIIntention to watch subtitles and sign language N＝ 449

Many viewers watch
videos with subtitles

Advantages of subtitledcommercials

Q: What are your feelings and impressions of thissubtitled commercial?
（Answered by having them watch the actual subtitled commercial.）

We can understand the contents ofcommercial easier
We can understand contents of commercial
more immediately
We can be easy to impress the contents ofCcommercial
We like that companies more
We can understand the features of productmoreContent of commercials
with subtitles are more
likely to be better
understoodOther ﬁndings

・Subtitles are two lines of 24 characters each.
Text is the most common.
・Food commercials require subtitles most・Subtitles are most often displayed at thebottom
・White is the most common color for
subtitle

Further research onsubtitles

Research on the relationshipbetween font style andreadability of subtitles

Which of the four do you feel is itself the easiest to read?
🔵①"Gothic" typeface
🔴②Textbook typeface
🟡③Ming-style typeface
🟢④Square typefaceConsideration

・The elements required for content
comprehension in video and conversation aredifferent.

・Sign language and mind-reading require
skill, but subtitles are the most useful forunderstanding because they can be seen
and understood and do not require skill.

・For the hearing impaired, subtitles are the best
way to help them understand the content of theimages.

・The thickness of the font is somewhat affected.

Issues
・We don't know if a video with more elements would be easier to understand.

・We don't know if it has to do with the font or the thickness.
・Fewer subjects in the experimentFuture Activities･Experiments on comprehension of subtitles, bynumber of elements･Create commercial and enter some competitionReferences

厚生労働省（2018年４月９日） 平成２８年生活のしづらさなどに関する調査

https://www.mhlw.go.jp/toukei/list/dl/seikatsu_chousa_c_h28.pdf 2023年 2月2日
東京医療センター 慶應義塾大学医学部（2021 年 3 月 25 日）男女別・世代別の平均聴力を解明
https://www.keio.ac.jp/ja/press-releases/ﬁles/2021/3/25/210325-1.pdf 2023年 2月2日
三菱UFJリサーチ・コンサルティング（2021年 9月） 字幕と手話の視聴意向
https://www.soumu.go.jp/main_sosiki/joho_tsusin/b_free/pdf/120127_2.pdf 2023年 2月2日
株式会社電通（平成2015年3月）デンツーと総務省による字幕付きCMあたりに対する評価、効果等に関する調査研究
https://www.soumu.go.jp/main_content/000372825.pdf 2023年 2月2日

北信越ろう学生懇談会
熊本県ろう者福祉協会青年部福島県聴覚障害者協会青年部

福岡県聴覚障害者協会青年部
一般社団法人陽けたら海へ
全日本ろう学生懇談会
関東ろう学生懇談会

質問：CM や動画に字幕が必要だと思うジャンルを選んでください。

字幕の場所別割合

字幕の色割合

Subtitled commercials canimprove the corporate
image.

Focus on subtitles

質問：あなたは一部の CM に字幕が付いていることを知っていましたか?

smallsoundDB

bigsoundHearing change by age

What is a hearing impaired person?

ろう者：People who lost their hearing before acquiring spoken
language, most of whom use sign language as their first language.

難聴者：People who have difficulty hearing but still havehearing
中途失聴者：Peoplelanguage.

who lost hearing after acquiring spoken

加齢性難聴者：People who are hard of hearing as they getolder.

Subtitled commercials
improve product sales字幕付きCMの認知度が低い