The Effect of Voice-over Gender and Targeted Gender of Product on Television Commercial Effectiveness .


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The Effect of Voice-over Gender and Targeted Gender of Product on Television Commercial Effectiveness. Melissa W. Alfaro Ruanjia Hu Joyce Kosley Casey Martin Mount Holyoke College. Male Voice-overs Used . 1976 - Mc Arthur & Eisen 1978 - O’Donnell & O’Donnell 1988 - Bretl & Cantor
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Slide 1

The Effect of Voice-over Gender and Targeted Gender of Product on Television Commercial Effectiveness Melissa W. Alfaro Ruanjia Hu Joyce Kosley Casey Martin Mount Holyoke College

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Male Voice-overs Used 1976 - Mc Arthur & Eisen 1978 - O\'Donnell & O\'Donnell 1988 - Bretl & Cantor 1995 - Pierracine & Schell 1997 - Synder

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Hypothesis We conjecture that Mount Holyoke College understudies will locate a business more successful when the sex of the voice-over in the business coordinates the focused on sex of the item being publicized.

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INDEPENDENT VARIABLES Gender of Voice-over female or male Targeted Gender of Product female or male DEPENDENT VARIABLE Commercial Effectiveness

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Why are no Main Effects anticipated? ME: Gender of Voice-over Conflicting Research ME: Targeted Gender of Product A item\'s sex picture is identified with the sex of its most likely client (Alreck, 1994; Alreck, Settle, & Belch, 1982). Why is an Interaction anticipated? " Match-up" Hypothesis The item\'s sexual orientation picture and the representative ought to focalize in a compelling commercial (Kahle & Homer, 1985).

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Materials Questionnaire –determines effectiveness* score Highest Effectiveness Score = 30 1-5 rating scale ( 1= unequivocally differ and 5= firmly concur) *defined as aggregate uplifting mentality towards the business Sample Questions: "This business is convincing." "The individual showing the item is solid." "An individual from the inverse sex would be more appropriate in offering this item" Email reaction (not a portion of ward measure)

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Participants Randomly Assigned to one of four conditions Total = 82 Male VO Male P= 20 Female VO Female P= 20 Male VO Female P=22 Female VO Male P=20 *no uncommon necessities

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30 second Commercial Clips Female VO Female P Female VO Male P Male VO Male P Male VO Female P

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Procedure Email sent in 3 days 24 hours to react to email Debriefing Statement

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RESULTS HYPOTHESIS RESTATED and VARIABLES USED We estimate that Mount Holyoke College understudies will locate a business more compelling when the sex of the voice-over in the business coordinates the focused on sexual orientation of the item being promoted. Autonomous factors: Gender of Voice-more than 2 levels: male/female Targeted Gender of Product 2 levels: male/female Dependent variable: Commercial Effectiveness Effectiveness = uplifting demeanor towards the business in light of the survey score

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ANALYSIS AND RESULTS Performed a two-way free gatherings ANOVA Found a critical communication between sexual orientation of voice-over focused sex of item as speculated F (1, 84) = 10.08 , p <0.01 No Main Effects Gender of Voice-Over Targeted Gender of Product

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Mean viability scores of ads with various sex of voice-overs and focused on sex of item Female VO Female P M= 19.29 Male VO Male P M =18.43 Male VO Female P M= 16.91 Female VO Male P M =16.0

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Hypothesis Supported For the female - focused on item: The FEMALE voice-over was fundamentally more successful than the MALE voice-over

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Hypothesis Supported (Cont\'d) For the male - focused on item: The MALE voice-over was altogether more powerful than the FEMALE voice-over

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Hypothesis Supported (Cont\'d) The business was evaluated as more compelling when the sex of the voice-over and the focused on sex of the item MATCHED. The business was appraised as less viable when the sex of the voice-over and the focused on sexual orientation of the item MISMATCHED.

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Hypothesis reliable with past research Kahle & Homer (1985)  The item\'s sex picture and the representative ought to join in a powerful ad Whipple and McManamon (2002)  Commercial is more successful when female voice-over is utilized to publicize a female-focused on item, than a male voice-over

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Implications Male voice-overs are not generally the best in advertisements. Sponsors ought to pick the sexual orientation of the voice-over as indicated by the focused on sex of the item. Future Studies Different crowd Neutral voice-over Neutral item Labeling

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Problems and Concerns Did we pick an appropriate item? Were the male and female voice-overs steady? Specialized Difficulties Recognition of sexual orientation of item Low adequacy score crosswise over conditions

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Acknowledgments We\'d get a kick out of the chance to say thanks to Professor Binder, Lisa, Natalie, Cheryl, Meredith, Roy and particularly Nicole.

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