Persuasive Advertising - J. Scott Armstrong [192]
A lab experiment with eight radio ads for college football found that the imagery provided by sound effects (a marching band and the roar of the crowd) was a more effective way to create images and to arouse emotions than vivid language (e.g., “the frenzied roar of the crowd as a powerful running back slashes into the end zone”), or instructions to imagine the emotions (Miller and Marks 1997).
Now for the non-experimental data. TV commercials in which the lyrics of a song were related to the message were 2 percent better on recall and 1 percent higher on persuasion (Walker 2008). TV commercials coded as having unusual sound effects (“out of place, unusual, or bizarre use of sound—for example the sound of a jackhammer as someone eats a pretzel”) were not as persuasive as the typical commercial in their sample (Stewart and Furse 1986).
10.4. Pace
By the pace of an ad, I mean the speed with which words, sounds, and images are presented. This section discusses three aspects of pace: speaking rate, pauses, and visual changes.
10.4.1. Use rapid speech for simple messages about low-involvement products
Rapid speech is appropriate when customers need minimal information. In general, it adds to the believability and competence of the spokesperson. However, it should be avoided for high-involvement products when there is new information to convey, or for sensitive issues such as health or personal tragedy.
The typical speaking rate is about 160 words per minute. Preferred listening rates vary from 150 to 200 words per minute. A small lab experiment concluded that college students preferred 175 words per minute (Lass and Prater 1973).
The number of words in TV commercials averages about 130 per minute, but of course, commercials have intervals where no one is speaking (Stewart and Furse 1986).
Advertisers can increase the pace by having the spokesperson speak quickly. It is better, however, to use electronic time compression, as it makes sounds crisper and less hurried than when an announcer speaks rapidly.
Evidence on the effects of rapid speech
Time compression is economical because it allows an advertiser to fit an ad into an allotted time slot, and thus avoid ad retakes. It can save up to 30 percent of media placement costs.
Time compression of up to 30 percent has little effect on purchase intentions. Thus conclusion was based on eight experiments summarized by Vann, Rogers, and Penrod (1987)
Fast talkers are judged as more competent, truthful, fluent, energetic, enthusiastic, and persuasive than slow speakers (based on a research review by Moore, Hausknecht, and Thamodaran 1986).
Let’s now look at when the speaking pace should be slower.
10.4.2. Use slow speech for strong arguments or to show concern
Gentlemen, listen to me slowly.
Samuel Goldwyn of MGM
Fast talkers disrupt listeners’ thinking. Those with weak arguments (the word “politician” springs to mind) sometimes use a fast pace in their ads. Therefore, when strong arguments exist, use a slow pace to allow customers to absorb the information. Also use a slow pace when there is a need to show concern about sensitive issues.
A slow pace also helps those who are hearing impaired .
Evidence on the effects of speaking rate when there are strong arguments
A slow pace allows the audience to think more about the arguments, while a fast pace disrupts counter-arguing. Three experiments varied the speaking rates in commercials from 110 to 230 words per minute in ads for 12 products presented to 482 subjects. Speeds that were 30 percent faster than typical rates (about 160 words per minute) disrupted consumer thoughts about the message and caused people to think more about other things. Thus, when the arguments were weak, a faster pace led to better brand attitudes (Moore, et al. 1986). A related experiment that used a taped radio message about speed limits for automobiles found that a 30 percent time compression disrupted counter-arguing, but that it had little effect