2026-04-14T07:59:00Zhttps://recercat.cat/oai/request

oai:recercat.cat:10230/531022025-12-24T08:37:45Zcom_2072_6col_2072_452952

00925njm 22002777a 4500 dc Rodero Antón, Emma author Potter, Robert F. author 2022-05-17T05:57:29Z 2022-05-17T05:57:29Z 2021 Most consumers do not like the speech style that announcers use in marketing messages. The main reason is an exaggerated way of speaking with a strong emphasis. Indeed, announcers tend to stress too many words in commercials, producing an overly emphatic speech style, which sounds choppy and stuttering. This study analyzes how different strategies of emphasizing words in commercials affect the listeners' cognitive processing. Four different strategies (no emphasis, moderate-low, moderate-high, and over-emphasis) were applied to 16 commercials. Participants (N = 52) had their physiological response (heart rate and skin conductance) measured during ad presentation. Afterward they assessed the commercials' effectiveness and adequacy and performed an immediate recall and a recognition test. The results indicated that the commercials presenting a moderate emphasis (low and high) improved the listeners' cognitive processing compared to messages with no emphasis strategy and the standard industry practice of using over-emphasis. This study was supported by a Marie Curie International Outgoing Fellowship within the 7th European Community Framework Programme (FP7-PEOPLE-2012-IOF, 328636). Thanks to the Institute for Communication Research in The Media School at Indiana University where this study was conducted. advertising cognitive processing memory psychophysiology Do not sound like an announcer: the emphasis strategy in commercials