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

Publication Date


Document Type


Department, Program, or Center

Department of Communication (CLA)


Pugliese, Rudy

Advisor/Committee Member

Neumann, David

Advisor/Committee Member

Albertini, John


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: P301.5.A38 M32 2008


RIT – Main Campus