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| Tekijä: | Whipple, T.W. McManamon, M.K. |
| Otsikko: | Implications of using male and female voices in commercials: An exploratory study |
| Lehti: | Journal of Advertising
2002 : SUMMER, VOL. 31:2, p. 79-91 |
| Asiasana: | Advertising Communication Gender Statistical methods USA |
| Kieli: | eng |
| Tiivistelmä: | Male and female voices were evaluated in terms of their communication effectiveness in delivering advertising (commercial) messages. It was hypothesized that the sex of presenters in ads has a significant effect on evaluations of commercials for gender-imaged products but not for products with no gender image (neutral products). As hypothesized, men and women were judged equally effective as presenters for neutral products. For a female-gender-imaged product, the sex of the spokesperson and the announcer significantly affected advertising evaluations. However, results showed that, for a male-gender-imaged product, the sex of the presenters had no impact on evaluations of the commercials. There is only one advertising scenario in which a male voice is preferred as a presenter. |
SCIMA