Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Loud and Unclear-An Exploratory Empirical Vocal Analysis of Risks versus Rewards in Direct-To-Consumer Television Advertisements

Author(s): Vivek S. Natarajan, Nandhu Radhakrishnan, Kabir C. Sen and Kathleen Broussard

Little research has been performed on the vocal presentation of risks and benefits in DTC prescription drug advertisements. We analyzed the effects of the vocal presentations of negative side effects and benefits in prescription drug Direct-to-Consumer advertising. We also analyzed the rate of speech, pitch range of speech, duration spent, and quotients of risk information compared to benefit information, listed in DTC ads. The data was examined to see if the severity of the ailment and/or the date the ad was released impacts the vocal presentation of side effects. Contrary to expectations, more time was allocated to stating the risks in comparison to the benefits. However, the rate of speech was faster during the delivery of risks involved. These results suggest the need for standardization in rate of speech for advertisements such that both benefits and risks of medication are perceived equally by the audience.

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