Male voices do the trick and make your call-to-action stick
Effect of male/female voice
In this edition we present another helpful insight about the use of male or female voices in a TV-commercial. The attention for your TV-commercial and the effect of your commercial is seemingly higher than for a commercial message in any other media. Therefore it might be advisable to properly construct you story so its response will be optimal. Since the start of audiovisual commercial messages – for obvious reasons – there has been extensive research in the effect of all kinds audio elements, especially voice. A voice is the ultimate tool to literally tell your story. For TV-commercials there are plenty of visual components at our disposal, for the full experience. The complete package will obviously eventually draw the most attention. But it is mostly the voice that is responsible for the persuasion.
Male or female voice?
The big question now is, what can 200.000 airings tell us about the effectiveness of the type of voice used. In our project we added two different type of tags to rank audio details in TV-commercials, one concerning male and female voices and a second one about the type of background music. There’s one trade that stands out. If you happen to create a TV commercial for any organisation that operates in tourism, it is very wise to use a male voice.
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