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Does Accent Matter in International Television Advertisements?
Journal article   Peer reviewed

Does Accent Matter in International Television Advertisements?

Dawn Birch and Janelle McPhail
International Journal of Advertising, Vol.18(2), pp.251-268
1999
DOI: https://doi.org/10.1080/02650487.1999.11104757
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https://doi.org/10.1080/02650487.1999.11104757View
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Abstract

Marketing
Standardisation of international advertising campaigns and relaxed advertising regulations have led to Australian consumers being exposed to higher levels of foreign-produced advertising. The study described here assessed the impact on Australian consumers of foreign spokespersons in TV advertisements using a 'voice-over' technique. This technique was assessed with respect to the following characteristics: expertise, trustworthiness, professionalism, likeability, dynamism, similarity to the audience, and their overall attitude towards the advertisement Subjects evaluated either American, British or Australian spokespersons. American and British spokespersons were rated less favourably by Australian audiences than Australian spokespersons across a range of characteristics, but they did not report a less favourable overall attitude towards advertisements that used an American or British spokesperson compared to those with an Australian spokesperson. Hence, the results tend to support the trend towards standardised advertising campaigns. However, since award-winning advertisements were used, other factors that may influence overall attitude, such as message content and creative execution, may have reduced the impact of the negative source evaluations in this case. Further research is required. Yet, in the light of more favourable evaluations of Australian spokespersons, overseas firms promoting products in Australia with Voice-over' advertisements may consider using an Australian spokesperson.

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