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    • Therefore given that vocal pitch is a defining characteristi

    2018-10-26

    Therefore, given that vocal pitch is a defining characteristic that conveys personality and distinguishes it folate analogue from others (Piñeiro Otero, 2010; Tigue, Borak, O’Connor, Schandl, & Feinberg, 2012), the question that arises when considering the common practice in radio is the following: is the underuse of female voices in Spanish advertising justified, regardless of their vocal pitch? The study of the voice in radio advertising has focused mainly on content analysis, whereas hardly any studies have explored its influence on advertising effectiveness. In this line, Dahl (2010) considers that despite the apparently relevant role of voice in determining the effectiveness of an advertisement, little research has been done in this area. The effectiveness depends on several factors regarding its microstructure – among them phonoaesthetic function – as the effect of a message depends not only on the way it is worded, but also on the way it is transmitted. A message can be more or less effective depending on the spokesperson phonoaesthetic, which has a considerable impact on how the message is processed by the audience and the influence it has on them (Yilmaz, Telci, Bodur, & Iscioglu, 2011). For this, some studies analyze the role of phonoaesthetic function on message effectiveness (Chattopadhyay, Dahl, Ritchie, & Shahin, 2003; Whipple & McManamon, 2002). This line of investigation and the framework of our study are based on models of response to advertising (Batra, Meyers, & Aaker, 1996). In these models, which attempt to explain the behavior of individuals exposed to advertising, there is a sequence of stages through which the individuals have to pass: learn, feel and do. This helps in understanding how consumer attitude is formed and how the purchase decision is made. The result of the meta-analysis suggests cognition, affect and behavior are all crucial variables needed to understand advertising effectiveness (Vakratsas & Ambler, 1999). Based on the above statement, selecting the right spokesperson is one of the most important decisions an advertiser faces. Thus, in order to do so effectively, an understanding of the relationship between spokesperson characteristics and advertising effectiveness is needed so that the voice characteristics that can best enhance effectiveness can be identified (Whipple & McManamon, 2002). With these antecedents, the aim of habitat disruption paper is to analyze how two key qualities of voice – gender and vocal pitch – affect the advertising effectiveness based on the hierarchy of effects model, which analyzes the impact of advertising in its cognitive, affective and conative stages. Moreover, gender may be a key variable in moderating consumer\'s evaluative judgments (Holbrook, 1986). Indeed, males and females may use significantly different processing strategies and/or prefer to process different types of ad (Darley & Smith, 1995). If this is the case, one should ask oneself the following questions: are there any differences between male and female ratings in terms of effectiveness of advertising messages? Does listener gender play a moderating role in the influence of spokesperson gender on effectiveness? That is why this study also analyzes the role of listener gender in this process, that is to say, the influence of spokesperson gender in how the measures of effectiveness are rated.
    Background and hypotheses The characteristics of successful radio spokespersons are wide-ranging and include a number of characteristics pertaining to both vocal communication and other nonvocal skills (Warhurst, McCabe, & Madill, 2013). In terms of the prosodic features of the voice, the acoustic qualities are basically pitch, intensity and duration. Spokespersons can use these qualities – for example through voice gender, changes in pitch, or an increase in intensity – to achieve different communicative aims in regards to their target audience. Based on the above, the hypotheses of this investigation are proposed based on two qualities of the voice that are intrinsically related: gender and pitch.