文章基本信息

标题：Loud and Unclear-An Exploratory Empirical Vocal Analysis of Risks versus Rewards in Direct-To-Consumer Television Advertisements
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作者：Vivek S.Natarajan ; Nandhu Radhakrishnan ; Kabir C.Sen 等
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2021
卷号：25
期号：2
页码：1-16
语种：English
出版社：The DreamCatchers Group, LLC
摘要：Little research has been performed on the vocal presentation of risks and benefits in DTC prescription drug advertisements. We analyzed the effects of the vocal presentations of negative side effects and benefits in prescription drug Direct-to-Consumer advertising. We also analyzed the rate of speech, pitch range of speech, duration spent, and quotients of risk information compared to benefit information, listed in DTC ads. The data was examined to see if the severity of the ailment and/or the date the ad was released impacts the vocal presentation of side effects. Contrary to expectations, more time was allocated to stating the risks in comparison to the benefits. However, the rate of speech was faster during the delivery of risks involved. These results suggest the need for standardization in rate of speech for advertisements such that both benefits and risks of medication are perceived equally by the audience.
关键词：Direct to Consumer Advertisements;Vocal Analysis;Risks;Rewards;Television Advertising.