“I like the sound of that”: understanding the effectiveness of audio in ads

Author:

Barnes Stuart J.ORCID,Wang WeishaORCID

Abstract

PurposeSports advertisements such as the Super Bowl showcase products and brands that have invested increasingly large sums financially to gain viewers’ attention. However, how audio features in advertisements impact viewers' behavior remains unexplored.Design/methodology/approachUsing the lens of signaling theory, this research uses advanced data analytics of voice and music audio in Super Bowl advertisements to examine its impacts on viewers.FindingsResults show that advertisement viewers prefer more voiced frames and have a greater liking behavior of voiced frames with a low intensity (less loud) and a higher F1 frequency, which is typically associated with male vocal tracts. A fast music tempo works better for longer advertisements. The model controls for various types of ad appeals. The research underlines the importance of voice and music in signaling successful brand features that are likely to increase the ad-liking behavior of consumers (positive effect).Research limitations/implicationsThe current research implies that brands advertising through sports ads must carefully select voice actors and music in order to provide the most positive signals for a brand to have the most significant effect and, thus, a greater return on the high sums invested in the ads.Originality/valueFirst, this research contributes in terms of a new research process for using audio analytics in advertising. The detailed research process outlined can be used for future research examining audio and music from advertisements. Second, our findings provide additional support to the important role of voice features (e.g. intensity and frequency) as signals in inducing responses from consumers (Biswas et al., 2019; Hagtvedt and Brasel, 2016). Third, the study surfaces a new theoretical association: the effect of tempo in moderating the relationship between duration and propensity to like an ad.

Publisher

Emerald

Reference116 articles.

1. The effect of fear-inducing content on memory for advertisements and on retroactive and proactive interference of programme information;Applied Cognitive Psychology,2018

2. An open-source tool for synthesizing nonverbal vocalizations;Behavior Research Methods,2019

3. From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing;Journal of Marketing Management,2015

4. Effects of pitch and speech rate on personal attributions;Journal of Personality and Social Psychology,1979

5. Unstructured data in marketing;Journal of the Academy of Marketing Science,2018

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3