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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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Melissa W. Alfaro
Mount Holyoke College
We hypothesize that Mount Holyoke College students will find a commercial more effective when the gender of the voice-over in the commercial matches the targeted gender of the product being advertised.
ME: Gender of Voice-over
ME: Targeted Gender of Product
A product’s gender image is related to the sex of its most likely user (Alreck, 1994; Alreck, Settle, & Belch, 1982).
Why is an Interaction predicted?
The product’s gender image and the spokesperson should converge in an effective advertisement (Kahle & Homer, 1985).
*defined as total positive attitude towards the commercial
“This commercial is persuasive.”
“The individual presenting the product is credible.”
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Dependent variable: Commercial Effectiveness
Effectiveness = positive attitude towards the commercial
based on the questionnaire score
voice-overs and targeted gender of product
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
For the female-targeted product:
was significantly more effective
than the MALE voice-over
For the male-targeted product:
Kahle & Homer (1985)
The product’s gender image and the spokesperson should converge in an effective advertisement
Whipple and McManamon (2002)
Commercial is more effective when female voice-over is used to advertise a female-targeted product, than a male voice-over
Male voice-overs are not always the most effective in commercials.
Advertisers should choose the gender of the voice-over according to the targeted gender of the product.
We’d like to thank Professor Binder, Lisa, Natalie, Cheryl, Meredith, Roy and especially Nicole.