{"id":1000017534,"date":"2025-02-18T11:05:54","date_gmt":"2025-02-18T10:05:54","guid":{"rendered":"https:\/\/forum-engagement.org\/2024\/?p=1000017534"},"modified":"2025-02-18T11:05:55","modified_gmt":"2025-02-18T10:05:55","slug":"lunion-des-marques-et-larpp-lancent-le-guide-de-laccessibilite-des-communications-sous-titrage-et-audio-description","status":"publish","type":"post","link":"https:\/\/forum-engagement.org\/2024\/lunion-des-marques-et-larpp-lancent-le-guide-de-laccessibilite-des-communications-sous-titrage-et-audio-description\/","title":{"rendered":"L’Union des marques et l’ARPP lancent le guide de l’accessibilit\u00e9 des communications : sous-titrage et audio-description"},"content":{"rendered":"\n

Toutes les cl\u00e9s pour que la non-accessibilit\u00e9 des publicit\u00e9s devienne enfin un sujet du pass\u00e9.<\/strong><\/p>\n\n\n\n

En France, environ 12 millions de personnes sont sourdes, malentendantes, aveugles ou malvoyantes<\/strong>, soit l’\u00e9quivalent de la population de l’\u00cele-de-France. Malgr\u00e9 les avanc\u00e9es l\u00e9gales qui ont rendu les programmes t\u00e9l\u00e9vis\u00e9s plus accessibles, la publicit\u00e9 reste largement inaccessible \u00e0 ces publics<\/strong>. En 2024, seulement 11 % des publicit\u00e9s \u00e9taient sous-titr\u00e9es et 2,3 % audiod\u00e9crites \u00e0 la t\u00e9l\u00e9vision.<\/p>\n\n\n\n

Pourtant, des initiatives volontaristes montrent la voie : les membres du programme Faire de l’Union des marques ont atteint des taux de 44 % pour le sous-titrage et de 9,6 % pour l’audiodescription au 1er semestre 2024<\/strong>. Mais comment aller plus loin et op\u00e9rer un passage \u00e0 l’\u00e9chelle qui sera b\u00e9n\u00e9fique pour tous et toutes ? Au-del\u00e0 des questions d’inclusion et d’\u00e9thique, la non-accessibilit\u00e9 des publicit\u00e9s repr\u00e9sente pour les marques une perte d’exposition et un dommage potentiel \u00e0 leur image<\/strong>. En effet, 45 % des personnes ayant une d\u00e9ficience visuelle ou auditive se sentent exclues lorsque les publicit\u00e9s ne leur sont pas accessibles.<\/p>\n\n\n\n

C’est dans cette optique que l’Union des marques et l’ARPP lancent aujourd’hui un nouveau guide pratique de l’accessibilit\u00e9 des communications, avec un focus sur l’audio-description et le sous-titrage<\/strong>. Ce guide rassemble de mani\u00e8re pragmatique et op\u00e9rationnelle toutes les informations n\u00e9cessaires pour rendre les campagnes publicitaires accessibles<\/strong>. Il souligne l’importance de l’accessibilit\u00e9 non seulement pour les publics sp\u00e9cifiques, mais aussi pour am\u00e9liorer la performance des publicit\u00e9s. En int\u00e9grant le sous-titrage et l’audiodescription, les annonceurs peuvent \u00e9largir la port\u00e9e de leurs campagnes, augmenter leur impact et r\u00e9pondre aux attentes croissantes en mati\u00e8re d’inclusion. L’accessibilit\u00e9 ne doit plus \u00eatre per\u00e7ue comme une contrainte, mais comme une valeur ajout\u00e9e qui enrichit l’exp\u00e9rience narrative et favorise une m\u00e9morisation accrue du message<\/strong>.<\/p>\n\n\n\n

Ce guide a \u00e9t\u00e9 r\u00e9alis\u00e9 gr\u00e2ce \u00e0 la contribution d’un panel de parties prenantes concern\u00e9es (Fondation Valentin Ha\u00fcy, en Appart\u00e9…), de l’\u00e9cosyst\u00e8me de la communication (AACC, SNPTV, XR, Peach…) ainsi que de marques engag\u00e9es (Groupama, Macif, MAIF, Soci\u00e9t\u00e9 G\u00e9n\u00e9rale).<\/p>\n\n\n\n

Il est\u00a0disponible en libre-acc\u00e8s via ce lien<\/strong>\u00a0:<\/p>\n\n\n\n

T\u00e9l\u00e9charger le guide\u00a0de l’accessibilit\u00e9 des communications<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Toutes les cl\u00e9s pour que la non-accessibilit\u00e9 des publicit\u00e9s devienne enfin un sujet du pass\u00e9. En France, environ 12 millions de personnes sont sourdes, malentendantes, aveugles ou malvoyantes, soit l’\u00e9quivalent de la population de l’\u00cele-de-France. Malgr\u00e9 les avanc\u00e9es l\u00e9gales qui ont rendu les programmes t\u00e9l\u00e9vis\u00e9s plus accessibles, la publicit\u00e9 reste largement inaccessible \u00e0 ces publics. En […]<\/p>\n","protected":false},"author":147,"featured_media":1000017535,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-1000017534","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-non-classe"},"yoast_head":"\nL'Union des marques et l'ARPP lancent le guide de l'accessibilit\u00e9 des communications : sous-titrage et audio-description | Forum Engagement<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L'Union des marques et l'ARPP lancent le guide de l'accessibilit\u00e9 des communications : sous-titrage et audio-description | Forum Engagement\" \/>\n<meta property=\"og:description\" content=\"Toutes les cl\u00e9s pour que la non-accessibilit\u00e9 des publicit\u00e9s devienne enfin un sujet du pass\u00e9. En France, environ 12 millions de personnes sont sourdes, malentendantes, aveugles ou malvoyantes, soit l’\u00e9quivalent de la population de l’\u00cele-de-France. Malgr\u00e9 les avanc\u00e9es l\u00e9gales qui ont rendu les programmes t\u00e9l\u00e9vis\u00e9s plus accessibles, la publicit\u00e9 reste largement inaccessible \u00e0 ces publics. 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