Know-How Exchange : Student Questions

I suspect that the male/female voice issue is somewhat a function of (1) the product or service category involved, and (2) the cultural norms and beliefs of the target audience with regard to gender/authority.

For example, a product that appeals to handymen and is used in traditionally male applications (think shop tools, for example) would probably not be as well received with a female voice. The attitude would be, "What could a woman possibly know about this?"

Similarly, advertising for feminine protection products (or underwear, etc.) would probably be more effective using a woman's voice because many women would find it offensive and/or embarrassing to hear a man's voice talking about the features and benefits of product performance in those kinds of products.

And I would also expect differences based on societal norms. You might expect different results in maternal societies than in those with paternal authority. To some degree, the differences could be significant even within a country or region, where some clans/tribes are maternally dominated, while others are not.

Some articles for you:
https://www.marketingprofs.com/ea/qst_question.asp?qstID=15311
https://www.emaxhealth.com/85/2805.html
https://www.acrwebsite.org/volumes/display.asp?id=9083
https://www.stanford.edu/~nass/comm369/pdf/GenderOfSynthesizedSpeech.pdf

There is actually a book out there called the 'Psychology of Sales' in which they address this exact issue. I wish that I could remember the exact author, but the name escapes me at the moment.

I agree with the above response... to a point. Yes, ones culture and societal norms has a lot to do with how that person acts and thinks, therefore in how and why this individual buys. The answer above is correct, but not completely on point.

The rationale behind using a male or female voice during the delivering of an add is simple. It is attraction. Whether its physical, metal, or emotional attraction, the voice is used to enhance the message that the company is trying to convey to the potential consumer's emotions.

To use the example that was given in the response above about the woman's voice on the tool commercial. No, it would not be attractive to the senses if a female voice came on to discuss the available features on this new and improved widget with a serious tone. But if that voice came on and in a seductive voice with the intent of humor or with an idea of persuading that person to buy through physical attractiveness, then that would most likely work if done right. A male voice would mentally attractive too, but because message would be that of 'this makes you more manly' or 'this is what the majority uses' or something to that extent.

There is less emphasis on the product itself and more on the message when it comes to which option that the company is going to use. I hope that this helps you in your studies and good luck on your paper!
Jason