Effects of sexy voices on radio advertising for gender-natured and neutral products.

• Main Authors: Toh, Ling Hui., Ng, Jing Ying., Phua, Joyce Wei Wei.
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: http://hdl.handle.net/10356/38830
• Institution: Nanyang Technological University

This study examines the application of sex appeal, commonly used in print and television advertising, in vocal form in radio advertising as well as the interaction with consumers’ gender, spokesperson's gender and product nature on consumer attitudes towards the ad, speaker and brand, purchase intentions and the perception of the gender image of products. An experiment was performed with 304 participants. Results indicate that spokesperson’s gender does have an effect on respondent’s attitudes and the preference varies across respondents’ gender with regard to different product categories. Results also show that sexiness is not always preferred. In addition, a spokesperson's gender is an effective cue in altering the perceived gender image of a neutral product in radio advertising. This study is counter-intuitive in showing that sex appeal is not slated to succeed across all advertising mediums and all product types. Advertisers have to be aware of product nature and cultural contexts before indiscriminately applying sex appeal.