In a Different Voice? Explaining the Use of Men and Women as Voice-Over Announcers in Political Advertising

被引：22
|
作者：
Strach, Patricia [1 ]
Zuber, Katherine [2 ]
Fowler, Erika Franklin [3 ]
Ridout, Travis N. [4 ,5 ]
Searles, Kathleen [6 ]
机构：
[1] SUNY Albany, Dept Polit Sci, Dept Publ Adm & Policy, Albany, NY 12222 USA
[2] SUNY Albany, Albany, NY 12222 USA
[3] Wesleyan Univ, Middletown, CT 06459 USA
[4] Washington State Univ, Govt & Publ Policy, Pullman, WA 99164 USA
[5] Washington State Univ, Sch Polit Philosophy & Publ Affairs, Pullman, WA 99164 USA
[6] Louisiana State Univ, Polit Commun, Baton Rouge, LA 70803 USA
来源：
POLITICAL COMMUNICATION | 2015年 / 32卷 / 02期
关键词：
political advertising; gender; campaigns; GENDER STEREOTYPES; TELEVISION COMMERCIALS; SOURCE CREDIBILITY; ISSUE OWNERSHIP; CANDIDATE SEX; FEMALE; INFORMATION; MESSAGE; PARTY; REPRESENTATION;
D O I：
10.1080/10584609.2014.914614
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
We draw on a comprehensive database of American political advertising and television audience profile data to investigate the ways in which gender influences choices about the use of voice-overs in political advertising. Our findings suggest that although men voice the vast majority of political ads, campaigns do strategically choose the sex of the voice-over announcer and that it systematically varies with candidate characteristics, ad tone, and, to a lesser extent, issues. Moreover, using survey data, we show that the choice of voice-over influences the perceived credibility of the ad.
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页码：183 / 205
页数：23
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