Leituras semióticas em audiodescrição: uma experiência dos vídeos institucionais das empresas avon e natura

Abstract

This work has as its theme the semiotic readings of two audiovisual products, the “ Dona da sua beleza Versão Acessível ”, by the company Avon and the “Mamãe e Bebê com audiodescrição”, by the company Natura. Comparing its strategic characteristics and its accessibility for visually impaired people, through the presented audio description. The analysis was made through the approach presented by Lúcia Santaella (2002). Through reading it was possible to identify points that can harm both the communicational strategy of the product, as well as the experience and accessibility of the blind or low vision receiver. Emphasizing how accessibility needs to be in tandem with the strategies and objectives proposed by the organization for that audiovisual product.