Enhanced Transcripts and Audio Description
There are two ways to communicate the visual information in a video to someone who can't see the video: audio description tracks and enhanced transcripts. Based on the AA level of WCAG that we adhere to, an audio description is required, while an enhanced transcript is a nice option to include. The enhanced transcript provides a text-based alternative to the video while the audio description allows a person who is blind to listen to the video and all students may benefit from being able to get the information in the video without having to watch it. An accessibility consultant can help you determine which videos may need audio descriptions during a course review, and a multimedia specialist can help you create one.
Audio Description
Audio description is an additional audio track that includes narration describing the visual information and actions taking place in the video in between any original audio. Work is currently being done to ensure we will be able to order and add audio description tracks to Kaltura videos in the near future. In the meantime, we recommend you choose videos where the visual information is already described by the speakers or in narration, and to follow best practices to describe visual content when creating your own videos.
Formatting Guidelines for Enhanced Transcripts
Enhanced Transcript Example
Brand Personality: Traits of Top Brands Enhanced Transcript
AREK DVORNECHUCK: In this video, I'm going to show you the personalities of famous brands, and then you're going to learn how to define the personality of your brand. Stick around. Hello, everyone. This is Arek Dvornechuck, and at ebaq design, my mission is to help you design iconic brands.
So what is a brand personality? It is simply a set of human characteristics attributed to a brand. You see, like people, brands have personalities. So if your brand was a person, who would it be? How would he or she act, talk, and dress?
[SCENE: Images of different brands like Rolex, Apple, Starbucks]
You see, we love brands that have similar character to ours, or one that we aspire to have. So by clearly defining your personality, you will be able to better connect with your customers. So without further ado, let's look at some of the most famous brands and learn from them.
[ON-SCREEN TEXT:
| Sincerity | Excitement | Competence | Sophistication | Ruggedness |
|---|---|---|---|---|
|
|
|
|
|
]
And we put them into five main categories according to the framework developed by Aaker. So first, the personality of Apple is sophistication. Apple has developed a noncorporate, artistic, sophisticated, and creative personality. Apple products are elegant as it's packaging, software, and marketing. And Steve Jobs used to say, "simplicity is the ultimate sophistication."
Now let's talk about ruggedness. The personality of Harley-Davidson is ruggedness. So you see, a brand you choose is a vehicle to express yourself. And Harley-Davidson has a macho, rebellious, America-loving, freedom-seeking personality. And this personality directs the brand voice as well as the style. And as you can see, that is expressed in all brand touchpoints, like in marketing pieces, for example.
[SCENE: Images of people riding on motorcycles with patriotic imagery.]
OK, so now, we also have Red Bull with an exciting brand personality. And this brand caters to two different types of customers, professional athletes, as well as fun-loving people. And Red Bull has an exciting, courageous, outgoing, and hyper-energetic personality. And this personality is conveyed through messaging, as well as the visuals.
[SCENE: Images of Red Bull branded race cars and athletes.]
OK, so now let's talk about sincerity. And Amazon is a great example of sincere-brand personality. Amazon is one of the world's most-trusted brands supported by industry-changing shipping and return policies and exceptional product accessibility. Amazon has a reliable, competent, sincere, and caring personality. And the CEO, Jeff Bezos, is extremely customer-focused, telling the customer exactly what they expect when interacting with Amazon.
What is your brand personality? Leave a comment below. If you want to learn more about brand personality, check out my blog, where you can download my brand personality slider and also see more examples of famous brands and their brand personalities.
Don't forget to like this video and subscribe to my channel if you want to learn more about branding and design, and see you in the next one.
Instructions
Place supplemental information in square brackets: All supplemental information (such as on-screen text, visual cues, scene descriptions, and audio cues) should be in square brackets to distinguish that text from the transcript text. Introduce it with all caps and format the rest normally.
Example 1
[SCENE: Images of people riding on motorcycles with patriotic imagery.]
Example 2
[ON-SCREEN TEXT:
| Sincerity | Excitement | Competence | Sophistication | Ruggedness |
|---|---|---|---|---|
|
|
|
|
|
]
Movies or TV shows: If the transcript is from a TV show or a movie, give the TV show title and air date, or provide the movie title and year. You might also provide character names if that information would be helpful.
Resources
- WCAG 2.1 Audio Description standard Links to an external site.
- Audio Description page Links to an external site. of the Penn State Accessibility site
- Transcripts on the Web: Getting People to Your Podcasts and Videos Links to an external site. for excellent information about formatting transcripts.
Updated October, 2024