hard This research investigated advertisements in Deaf Life and Deaf Rochester News use of written English and culture cues to communicate to deaf and hard of hearing (DHH) audiences. DHH audiences have indicated that seeing more DHH actors and sign language in advertisements will increase their response to the advertisements. English and characteristics of culture were analyzed to determine the extent of understandable English and appropriate culture cues for DHH audiences. Deaf Life did not use understandable English and appropriate culture cues to a high extent. Deaf Rochester News did use understandable English, but did not use appropriate culture cues to a high extent. These results indicate a change is needed to increase effective advertising to DHH audiences.
Library of Congress Subject Headings
Advertising--Language; English language--Written English; Deaf--Means of communication; Literacy
Department, Program, or Center
Department of Communication (CLA)
McAllister, Cindy Kay, "English language and culture cues found in advertisements in selected print publications for deaf and hard of hearing people" (2008). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus