Do not sound like an announcer: the emphasis strategy in commercials

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• dc.contributor.author Rodero Antón, Emma
• dc.contributor.author Potter, Robert F.
• dc.date.accessioned 2022-05-17T05:57:29Z
• dc.date.available 2022-05-17T05:57:29Z
• dc.date.issued 2021
• dc.description.abstract Most consumers do not like the speech style that announcers use in marketing messages. The main reason is an exaggerated way of speaking with a strong emphasis. Indeed, announcers tend to stress too many words in commercials, producing an overly emphatic speech style, which sounds choppy and stuttering. This study analyzes how different strategies of emphasizing words in commercials affect the listeners' cognitive processing. Four different strategies (no emphasis, moderate-low, moderate-high, and over-emphasis) were applied to 16 commercials. Participants (N = 52) had their physiological response (heart rate and skin conductance) measured during ad presentation. Afterward they assessed the commercials' effectiveness and adequacy and performed an immediate recall and a recognition test. The results indicated that the commercials presenting a moderate emphasis (low and high) improved the listeners' cognitive processing compared to messages with no emphasis strategy and the standard industry practice of using over-emphasis.
• dc.description.sponsorship This study was supported by a Marie Curie International Outgoing Fellowship within the 7th European Community Framework Programme (FP7-PEOPLE-2012-IOF, 328636). Thanks to the Institute for Communication Research in The Media School at Indiana University where this study was conducted.
• dc.format.mimetype application/pdf
• dc.identifier.citation Rodero E, Potter RF. Do not sound like an announcer: the emphasis strategy in commercials. Psychol Mark. 2021;38(9):1417-25. DOI: 10.1002/mar.21525
• dc.identifier.doi http://doi.org/10.1002/mar.21525
• dc.identifier.issn 0742-6046
• dc.identifier.uri http://hdl.handle.net/10230/53102
• dc.language.iso eng
• dc.publisher Wiley
• dc.relation.ispartof Psychology & Marketing. 2021;38(9):1417-25.
• dc.relation.projectID info:eu-repo/grantAgreement/EC/FP7/328636
• dc.rights This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial‐NoDerivs License, which permits use and distribution in anymedium, provided the original work is properly cited, the use is non‐commercial and no modifications or adaptations are made. © 2021 The Authors.Psychology & MarketingPublished by Wiley Periodicals LLC
• dc.rights.accessRights info:eu-repo/semantics/openAccess
• dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
• dc.subject.keyword advertising
• dc.subject.keyword cognitive processing
• dc.subject.keyword memory
• dc.subject.keyword psychophysiology
• dc.title Do not sound like an announcer: the emphasis strategy in commercials
• dc.type info:eu-repo/semantics/article
• dc.type.version info:eu-repo/semantics/publishedVersion