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

被引：23

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.

引用

页码：183 / 205

页数：23

共 22 条

[21] Men use more complex language than women, but the difference has decreased over time: a study on 120 years of written Dutch [J].

Piersoul, Jozefien ;

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LINGUISTICS, 2023, 61 (03) :725-747

[22] Collective Rural Women Access, Use, and Control Over Communal Land in Mexico: A Post-capitalist Feminist Political Ecology Approach [J].

Maria Soto-Alarcon, Jozelin ;

Xochitl Gonzalez-Gomez, Diana .

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