Question

Topic: Advertising/PR

Male Vs. Female Voice Dilemma

Posted by Anonymous on 10/16/2006 at 8:48 AM ET 250 Points
Hello everyone

Since some days now I have been googling for consistent information regarding the features of male vs. female voice in advertising, but so far I have only been swimming on petty web sites.

Is there any comparative study that analyzes the voice difference in terms of gender in advertising?

I’d appreciate your input.

Regards
D
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RESPONSES

  • Posted by Levon on 10/16/2006 at 5:11 PM Member
    Try consulting some of the academic journals on communications, marketing, advertising, and consumer behaviour.
  • Posted on 10/16/2006 at 7:12 PM Accepted
    Hi D,

    It again depends on the Industry you are targeting. In marketing and advertising companies the responsive rates and marketing communication has been found effective with a female voice. But this necessarily is not required for the entire process to deal closure. A female voice is always welcome in the initial stages of lead generation as well as for the customer service facets.

    You can have a female voice for the initial contact and then pass on the lead to you for closures. Once the deal is completed you can use a female voice for the customer feedback and the customer retention programmes.

    The main reason for me to inform you this is because it is perceived that a women speaks direct to the point most of the times and would like to have a straight and would have honest business strategies and would not corner customers. It is also seen and proven that they follow great business ethics.
  • Posted on 10/17/2006 at 2:32 AM Accepted
    While this will not explicitly help you with the advertising part- i think you have got superficial studies on that by googling the same and are not satisfied. Pls read :

    Gender Voices by David Graddol & Joan Swann.

    The book is heavy but you can pick and choose certain chapters- that might give you the answers you are looking for.
  • Posted on 10/17/2006 at 3:25 AM Author
    Dear All

    Thank you for comments.

    I am working for a bank and we are about to start a new campaign on personal loans. We have the visuals part but I am not entirely convinced about the choice of the voice.

    The ad company that design the campaign based this choice only on perception but since we are spending “big money” I wanted to have some tested grounds on this element.

    I hate to be a pain in the …. but I need something more than gut feeling on this one.

    I was looking for any research on this field but you opinion would be also great.

    Best

    D

  • Posted by Clive Fernandes on 10/17/2006 at 7:32 AM Accepted
    Guru,

    Since you will be spending "big money" on this campaign - I would go with Amy's suggestion to your query. You could read the best research on the topic of Male vs Female voices, but why not just do that research yourself in the exact market you are looking at.

    I am sure the comparitive cost of presenting your ad campaign will be much more than the cost of creating it. So go ahead and create 2 variants, each with a different gender providing the voice over. Use that with a sample of your market and voila - you have your answer.

    Hope this helps.

    Clive Fernandes
    Clive Fernandes Consulting
  • Posted on 10/17/2006 at 8:12 AM Author
    Kathy and Clive thank you

    Kathy

    I forgot to mention that I am working outside US and campaign is not in English. So it would be difficult to use a no native voice or audio specialist because of the language.

    But the mini research you did with the top banks in Beverly Hills is great. Thanks a lot.

    Clive

    You are right, I can not base my choice in pure theoretical bases.

    I think I'll sample my target group with the both variants of the ad and if I still don't have an overwhelming majority I'll do like Kathy, a survey on the local banks.

    I think I have a lot of good answers to work on, so I am closing this question.

    Thank you one and all.

    Best
    D
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