search query: @journal_id 1668 / total: 273
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| Author: | Birch, D. McPhail, J. |
| Title: | Does accent matter in international television advertisements? |
| Journal: | International Journal of Advertising
1999 : VOL. 18:2, p. 251-268 |
| Index terms: | ADVERTISING INTERNATIONAL TELEVISION ADVERTISING |
| Language: | eng |
| Abstract: | Standardisation of international advertising campaigns and relaxed advertising regulations have led to Australian consumers being exposed to higher levels of foreign-produced advertising. The study described here assesses the impact on Australian consumers of foreign spokespersons in TV advertisements using a "voice-over" technique. This technique was assessed with respect to the following characteristics: expertise, trustworthiness, professionalism, likability, dynamism, similarity to audience, and their overall attitude towards the advertisement. |
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