How does the accent impact on the radio advertising? The case of typical products

The effectiveness of radio advertising depends on numerous factors, including (i) creativity, i.e. the ability to find new solutions to old problems, (ii) the announce read live (or recorded) by the presenter, (ii) sing & sell, i.e. the musical content of the spot, (iv) the testimonial, (v) slice of life, i.e. the story, in a few seconds, of everyday life situations and (vi) the announcer’s voice (Erguven, 2015 ). The voice influences attitudes and perceptions on the quality and characteristics of the product, even in the absence of images, thus forcing advertisers to concentrate their efforts on identifying the voice most consistent with the characteristics and content of the message. Psychology and marketing literature has focused on some specific aspects of the voice, studying in particular the way it impacts on consumer reactions to ads. Some of the most important factors are accent, speech rate and vocal pitch which cause different reactions based on the importance attributed by the listeners, the gender of the announcer and the gender of the listeners (Morales et al., 2012; Apple et al ., 1979; Street et al., 1983; Chattopadhyay et al., 2003; Crystal, 2008; Scherer, 1979; Dahl, 2010; Addington, 1968).