Whose Is that Voice? Evolution of its Presence and Use by Type of Spokesperson in Radio Advertising (2009-2016)

Abstract

This paper analyzes the use of voice in radio advertising based on three specific objectives: quantify the presence of different types of articulations, analyze the praxis of the advertisers regarding the choice of a particular voice type, and study the forms for identifying the spokesperson and their implication with the product through the message. The study presented is based on two statistically representative samples referring to the years 2009 and 2016. The analysis shows that the voices of consumers -whose weight has increased by 52 %- and the employees of the companies -which have multiplied by 14- are the most frequently broadcasted in radio advertising for the reference years. The work confirms that the radio is underused as an advertising medium, among other aspects, because it relates to different spokespeople who represent the advertiser and addresses the audience in their behalf.