Male and female voices in commercials: analysis of effectiveness, adequacy for the product, attention and recall

  • Authors
  • Rodero, Emma; Larrea Estefanía, Olatz; Vázquez, Marina
  • UPF authors
  • LARREA ESTEFANIA, OLATZ; VAZQUEZ GUERRERO, MARINA; RODERO ANTON, EMMA;
  • Type
  • Articles de recerca
  • Journal títle
  • Sex roles : a journal of research
  • Publication year
  • 2013
  • Volume
  • 68
  • Number
  • 5-6
  • Pages
  • 349-362
  • ISSN
  • 0360-0025
  • Publication State
  • Publicat
  • Abstract
  • apos; attention and the degree to which voice gender contributes to recall. The objective is to ascertain whether or not the patent infra-use of the female voice is justified. To this end, a gender-balanced sample of 372 students of journalism from Spain was employed. The findings show that when a question is asked about an alleged association with a pre-existing vocal stereotype the answer is consistent with the gender of the voice and the type of product, though this does not occur when the aspects are unrelated, such as voice effectiveness, attention or recall. Accordingly, the supremacy of the male voice over the female voice in radio advertising and the repeated association between voices and types of products is more based on tradition than on alleged advertising effectiveness. © 2012 Springer Science+Business Media New York.
  • Complete citation
  • Rodero, Emma; Larrea Estefanía, Olatz; Vázquez, Marina. Male and female voices in commercials: analysis of effectiveness, adequacy for the product, attention and recall. Sex roles a journal of research 2013; 68(5-6): 349-362.
Bibliometric indicators
  • 17 times cited Scopus
  • 16 times cited WOS
  • Índex Scimago de 1.199(2013)