Article2014

The Role of the Accent in Radio Advertisements to Ethnic Audiences

Aarti S. Ivanič · Kenneth Bates · Thenmozhi Somasundaram

19 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Linguistic Variation and Morphology Consumer Behavior in Brand Consumption and Identification

Abstract

ABSTRACT Advertisers often employ spokespeople who speak with an accent (“accented spokespeople”) to promote products and services that are stereotypical of (or related to) a speaker9s background. This practice particularly is evident in radio advertisements, which offer no visual cues to aid in consumers9 information processing. The current study examined the impact of using an accented spokesperson on listener evaluations of credibility; attitude toward the spokesperson; and the purchase likelihood of an advertised product or service.

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References

1989Stereotypes and prejudice: Their automatic and controlled components.1998Conceptualizing Willingness to Communicate in a L2: A Situational Model of L2 Confidence and Affiliation 1975Speech style and social evaluation 2001Battle of the sexes: Gender stereotype confirmation and reactance in negotiations.1975THE DEVELOPMENT OF A MEASURE OF PERCEIVED HOMOPHILY IN INTERPERSONAL COMMUNICATION 1982ADVERTISING AS COMMUNICATION 1998Seeing one thing and doing another: Contrast effects in automatic behavior.1994Foreign Branding and Its Effects on Product Perceptions and Attitudes

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2020When foreign brands appear local, and local brands appear foreign 2016Examining the public’s exposure to reports about ethnic groups in mainstream Russian media 2019The Effect of Different Degrees of Regional Accentedness in Radio Commercials: An Experiment with German Consumers

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