How accent and pitch affect persuasiveness in radio advertising

Megha Dubey, Janise Farrell, Lawrence Ang

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The characteristics of a voice is a neglected area of research in advertising. Vocal features ought to be of interest because when consumers listen to a spoken message, it is more than just semantic content that is being transmitted. What is also transmitted is indexical information, or membership-identifying characteristics (Crystal, 2008), about the speaker.
Original languageEnglish
Title of host publicationAdvances in advertising research IX
Subtitle of host publicationpower to consumers
EditorsVerolien Cauberghe, Liselot Hudders, Martin Eisend
Place of PublicationWiesbaden, Germany
PublisherSpringer, Springer Nature
Chapter9
Pages117-130
Number of pages14
Volume9
ISBN (Electronic)9783658226817
ISBN (Print)9783658226800
DOIs
Publication statusPublished - 2018

Publication series

NameEuropean Advertising Academy book series
PublisherSpringer

Cite this

Dubey, M., Farrell, J., & Ang, L. (2018). How accent and pitch affect persuasiveness in radio advertising. In V. Cauberghe, L. Hudders, & M. Eisend (Eds.), Advances in advertising research IX: power to consumers (Vol. 9, pp. 117-130). (European Advertising Academy book series). Wiesbaden, Germany: Springer, Springer Nature. https://doi.org/10.1007/978-3-658-22681-7_9