The scripts are done. Now we need an announcer. So, do we use a male or female voice-over? Based on an article in the Journal of Advertising (Summer 2002) by Thomas W. Whipple and Mary K. McManamon
, it all depends.
The article looked at several lab experiments that measured the effectiveness of a male versus female announcer. When it came to non-gender (e.g. shower spray) and male-gender products (e.g. cologne), the sex of the announcer didn’t matter.
On the other hand, if the target is female (e.g. furniture), it’s better to have a female voice. The exception is when it involves a man giving a gift to a woman. Otherwise, choosing a male for a female-gender product is more or less based on someone’s prejudices. Like the idea that only men should read “hard” news while women do “soft” news.
Whether you’re a man or woman, share your voice and tell us what you think.
Ron Lee
Yes. I’m listening.
Yo Ron
How about no announcers since men and women are bth annoying!
What does it matter when you say the same played-out thing everytime? Try starting off by saying something interesting other than Free Financing, No interest, No down payment, Sale! Sale! Sale! Then maybe we can decide if we care.
Skokie, Illinois 4 ever!!!