Do not sound like an announcer. The emphasis strategy in commercials. Issue 9 (11th June 2021)

• Record Type: Journal Article
• Authors: Rodero, Emma; Potter, Robert F.
• Is Part Of: Psychology & marketing. Volume 38:Issue 9(2021)
• Page Start: 1417
• Page End: 1425
• Publication Date: 2021-06-11
• Subjects: advertising -- cognitive processing -- memory -- psychophysiology; Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.21525
• Languages: English
• ISSNs: 0742-6046

Abstract

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.