Implications of Using Male and Female Voices in Commercials: An Exploratory Study

Thomas W. Whipple · Mary K. McManamon

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Media, Gender, and Advertising Marketing and Advertising Strategies Consumer Perception and Purchasing Behavior

Abstract

Male and female voices were evaluated in terms of their communication effectiveness in delivering advertising 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. Implications of these findings for advertising practice are discussed.

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References

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