Voice plays an
important role in normal and broad types of marketing. The consumer attitudes
depend solely on the impact of vocal recognition and attitudes. In everyday
life telemarketing, voice qualities play the fundamental role in the decision
making process of the consumer.
Voice differences between women and men are related to complex
multidisciplinary issues. They include not only an acoustic (basic velocity,
resonance frequency, etc.) and perception, but anatomy and physiological (vocal
organ differences), sociology, and even philosophy (building gender equality,
birth and learning behavior). This research focuses on acoustic differences:
therefore, I adopt a phonetician perspective.
In telemarketing, the
very first time a possible consumer hears the voice of the background actor,
his/her brain decides if they will see the advertisement with concentration or
just ignore it. The voice plays a crucial role on the success or failure of
that individual advertisement. There are no formal research on the impact of
female or male voice and on its qualities on the marketing field formally. But
the difference between male and female voices exist in marketingAccording to most
authors, transgender acoustic variability can largely be explained by
anatomical and physiological differences in adolescence (Fant, 1966). Male
vocalists have longer and longer vocals (Kahane, 1978): this explains why they
are more likely to vibrate than women. The second most important anatomical
issue is the length of the channel, the distance from the vocal cords to the
lips: everything is equal and the longer the channel, the lower the resonance
frequency (Fant, 1970). The average length of adult female vocal tract is about
14.5 cm, while the average length of male vocal tract is 17 to 18 cm (Simpson,
2009). This explains, at least in part, the cross-gender difference between
vowels and consonants.
In view of the fact that it seems quite interesting to study the acoustic
differences between women’s and men’s voices. In addition, most studies in this
field are directed to an acoustic parameter, but multi-parameter analysis can
be more effective. In this study, one work on trans-gender accentuation in
marketing follows the hypothesis: Trans-Acoustic Marketing Differences.
At first, they selected
408 undergraduates, opened 14 grammar classes and opened them to all
undergraduates, offering us students of different backgrounds and ages. The 14
groups were randomly assigned to one condition. Requires one of 14 lab groups
to listen to one of the conditions for a high-quality radio cassette recorder.
All students were told that what they were about to hear was a mock
telemarketing message. Cut off the high and low frequencies to reproduce the
phone conditions as accurately as possible. After listening to the recording,
each student is asked to answer a questionnaire about his or her attitude to
the information and his or her behavioral intentions. Subjects filled series of
questions in a 7 points Likert scales form (-3 to +3). 399 questionnaires were fully completed, 205
by women (51,4%) and 194 by men (48,6%). Age range was 19 to 61 years old
(mean?: 26,51). This process was measured to clear out the difference between male
and female voice in our everyday life marketing.
The results showed a
vast amount of positive sides. An analysis of variance and a maximum likelihood
factor analysis were performed on the effects of source voices, intensity,
intonation, speech rate, and respondents gender on the receivers attitude
toward the message (message quality perception) and his/her intent to act
(behavioral intents). After iterations, extraction of the first three factors
permit to put forward message execution, intelligibility and credibility
variables. Message execution represents the perception by respondents of the
set-up of the message, the understanding and the possibility to give
self-confidence to the message. The female voices contained soft touches while
the male voices have a tough time at being soft. But gradually some people
thought differently. But in total measurement female voices seemed more gentle
and manipulative. The end results produced a positive and more supportive
attitude towards female voices.
Differences Between The Voices
Studies show that the
fundamental tone frequency and regular channel length interact with perceptions
of size, gender and age. Reducing the pitch of a sound with a larger vocal
cords has an increasing influence on size, gender and age awareness than using
vocal cords to reduce the pitch of the sound (Smith et al. 2005, 2007).
Similarly, increasing the apparent soundtrack that already has a bass sound has
a greater impact on size, gender, and age perception than increasing the clear
soundtrack that has relatively high sound sounds (Smith et al., 2005, 2007).
However, no study investigates the interaction between fundamental frequency
and apparent channel length on the impact of vocal attraction judgment. If
people synthesize information from pitch and channel length when judging the
size, age and masculinity of others, these same acoustic characteristics also
interact when women judge the attractiveness of male voice.
Given the potential
adaptability of women to low-pitch and clear-sounding preferences, women may
combine these two cues in determining the attractiveness of male voice. Indeed,
Vukovic et al. (2010) recently suggested (but not tested) that the intensity of
female preference for bass in male voices may be adjusted by other vocal cords
(such as channel length). In addition, recent studies have shown that female
frogs can recognize attractive vocalizations when multiple acoustic components
are available (Richardson and Lengagne 2010). In addition, Charlton et al.
(2008) showed that the fundamental frequency can enhance the effectiveness of
the formant frequency as a size-clues to the Cervus elaphus (Red Deer),
providing further evidence for integrating information from multiple vocal
cords in non-human species.
Women’s voice trumps
over the male voice in all marketing. At least this is always what we thought
was correct in all ways. But some recent studies have found out that the vocal
acceptance depends on some factors. That means, in some cases, male voice gets
more acceptance than that of the female voices. Judging by the factors of voice
pitch differences and apparent vocal tract length, the main differences between
male and female voices are brought about. By lowering the pitch in high vocal
tract length can make the male voice more and more acceptable. Again, by
increasing the vocal pitch when the tract length is lower can make the male
voice more genuine and manipulative to the audience. So, there absolutely is a
contrast between male and female voices in their most fundamental and formant
forms in marketing. Female voices trump over male voices in their fundamental
The three variables
(intensity, intonation and speech rate) were found to have significant impact
on the receiver. Male or female voice sources have no main effect on message
quality perception and attitudes toward the message. The gender of the respondents has no main
effects either on those perceptions and attitudes. According to our data analysis on voice, high
intensity has better effects on the message quality perception than low or
moderate intensity. Moderate intensity
is better perceived according to message execution but enhance bad perception
of intelligibility of the message. When voice is moderate, the message seems to
be perceived as more pleasant but less understandable. Fast speech rate
enhances message execution and credibility. When the speaker speaks fast, the
message is perceived as being well done and more credible. In a telemarketing context, it was understandable
to give voice a fundamental role in the persuasion process. In a banking context, we would have thought
that a male voice would performed better than a female voice. Our results show that it is not the gender of
the source that enhance better attitudes toward the message or the intent to
act but variables that are common to both. The voices of men and women
were evaluated in terms of communicating the effectiveness of advertising
messages. It is speculated that the gender of the presenter has a significant
impact on the advertising evaluation of the gender image product but has no effect
on the product without the image of the gender (neutral product). As assumed,
both men and women are considered moderators of neutral products. For a female
gendered product, the gender of the spokesman and broadcaster significantly
affects the ad’s assessment. However, the results show that the gender of the
host has no effect on the evaluation of commercials for products for male
imaging. There is only one advertising program in which male voice is the
preferred moderator. These findings discuss the meaning of advertising.
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