Preference of voice and performance style in radio advertising

Abstract

This study sought to find out which style of radio advertisement performance listeners consider likable, and which acoustic features differentiate the likable from the unlikable. The same spokespersons presented a gender neutral pretend-advertisement in two styles: calm and energetic. Listeners had to rate the likability of the performances. The results showed that listener likability scores were consistent and did not depend on listener gender. The listeners overwhelmingly preferred advertisements presented in a calm style, regardless of the performer or their age or gender. For each advertisement, 88 parameters of the extended Geneva Minimalistic Acoustic Parameter Set (eGeMAPS) were calculated. Most of these significantly differentiated likable and unlikable performances. Likable performances were characterised by lower pitch, faster articulation rate, a quieter voice with no abrupt changes in loudness, and a breathy voice. The study showed the importance of determining which performance style listeners prefer, as the voice of the performer is directly affected by the performance style. Listeners might like a voice in one style, but not the other.