The visual perception of the hearing handicapped as to the techniques used in advertising campaigns

Abstract

Investigate aspects of visual perception in hearing impaired and techniques used in advertising was the main objective of this work. To this end, participants were divided into two groups – one of hearing impaired, the other of “listeners” – with students of the Center for Youth and Adult Education (Ceja), of Blumenau (SC). To each group Some advertisements were shown to each group to evaluate the aspects of visual perception as regards the construction of meanings for the understanding of the message. The survey results indicate that consumers who are hearing impaired need appropriate incentives to provide positive reinforcement to facilitate communication among themselves and with the “listeners”, but also to provide the stimulus needed to arouse the buying behavior.