Day in day out we are exposed to advertising on radio, television, YouTube, and all the other communication channels. So, it is important that you not get annoyed by them, right? Speech plays an important role in this. In fact, most of the brand and advertising strategies are based on the announcer’s voice, as this is one of the most valuable assets in marketing. Announcers can point up the importance of critical information by vocally emphasizing the most important words of a message, which determines the advertisement’s effectiveness (Wiener & Chartrand, 2014). The emphasis strategy influences the cognitive processing of the listeners by increasing the duration of words, projecting them more intensely, or raising the pitch to a high tone (Nadeu & Hualde, 2012; Rodero & Potter, 2021). But can too much voice-over emphasis backfire?
Ilona van Gestel
What causes us to respond unconsciously to certain things in our environment, and what changes in brain activity does this entail? This question made me dive into the world of cognitive and neuropsychology during my bachelor’s in Psychology at Utrecht University. At the moment I am delving more and more into the relationship between psychology and marketing, and I would like to take you with me on this journey by sharing the latest neuro-insights.