663
Views
0
CrossRef citations to date
0
Altmetric
Research Article

Perceptions of Hard Sell and Soft Sell Vocal Styles across Countries: Lessons from France and New Zealand

, &

References

  • Afterpay (2022). Gen Z report. Retrieved from https://www.afterpay.com/en-AU/business/access/meet-gen-z---millennials/afterpay-global-gen-z-report
  • Akbari, M. (2015). Different impacts of advertising appeals on advertising attitude for high and low involvement products. Global Business Review, 16(3), 478–493. https://doi.org/10.1177/0972150915569936
  • Albers-Miller, N. D., & Royne Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs. goods advertising. Journal of Consumer Marketing, 16(1), 42–57. https://doi.org/10.1108/07363769910250769
  • Alburger, J. R. (1999). The art of voice-acting: The craft and business of performing for voice-over. Focal Press.
  • Alden, D. L., Steenkamp, J.-B., E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87. https://doi.org/10.1177/002224299906300106
  • Amine, L. S., Chao, M. C. H., & Arnold, M. J. (2005). Exploring the practical effects of country of origin, animosity, and price-quality issues: Two case studies of Taiwan and Acer in China. Journal of International Marketing, 13(2), 114–150. https://doi.org/10.1509/jimk.13.2.114.64855
  • Ammer, C. (2013). Hard sell. In The American heritage dictionary of idioms (2nd ed.). Houghton Mifflin. Retrieved from http://ezproxy.waikato.ac.nz/login?url=https://search.credoreference.com/content/entry/hmidiom/hard_sell/0?institutionId=781
  • Andrews, J. C., Lysonski, S., & Durvasula, S. (1991). Understanding cross-cultural student perceptions of advertising in general: Implications for advertising educators and practitioners. Journal of Advertising, 20(2), 15–28. https://doi.org/10.1080/00913367.1991.10673210
  • Appelbaum, U., & Halliburton, C. (1993). How to develop international advertising campaigns that work: The example of the European Food and Beverage Sector. International Journal of Advertising, 12(3), 223–241. https://doi.org/10.1080/02650487.1993.11104540
  • Baker, P. (2014). Voice techniques-voice over masterclass. Retrieved from https://vimeo.com/94444421
  • Baker, W. E. (1999). When can affective conditioning and mere exposure directly influence brand choice? Journal of Advertising, 28(4), 31–46. https://doi.org/10.1080/00913367.1999.10673594
  • Beard, F. K. (2004). Hardsell “killers” and soft-sell “poets”: Modern advertising’s enduring message strategy debate. Journalism History, 30(3), 141–149. https://doi.org/10.1080/00947679.2004.12062656
  • Biswas, A., Olsen, J. E., & Carlet, V. (1992). A comparison of print advertisements from the United States and France. Journal of Advertising, 21(4), 73–81. https://doi.org/10.1080/00913367.1992.10673387
  • Bornstein, R. F. (1989). Exposure and affect: Overview and meta-analysis of research, 1968–1987. Psychological Bulletin, 106(2), 265–289. https://doi.org/10.1037/0033-2909.106.2.265
  • Butt, I., Mukerji, B., & Shareef, M. A. (2017). Relevance of soft-sell and hard-sell advertising appeals for global consumer cultural positioning. Journal of Customer Behaviour, 16(3), 263–279. https://doi.org/10.1362/147539217X15071081721125
  • Calder, B. J., & Sternthal, B. (1980). Television commercial wearout: An information processing view. Journal of Marketing Research, 17(2), 173–186. https://doi.org/10.1177/002224378001700202
  • Chattopadhyay, A., Dahl, D. W., Ritchie, R. J. B., & Shahin, K. N. (2003). Hearing voices: The impact of announcer speech characteristics on consumer response to broadcast advertising. Journal of Consumer Psychology, 13(3), 198–204. https://doi.org/10.1207/S15327663JCP1303_02
  • Cheng, H., & Schweitzer, J. C. (1996). Cultural values ­reflected in Chinese and US television commercials. Journal of Advertising Research, 26(3), 27–44.
  • Cho, B., Kwon, U., Gentry, J. W., Jun, S., & Krop, F. (1999). Cultural values reflected in theme and execution: A comparative study of U.S. and Korean television commercials. Journal of Advertising, 28(4), 59–73. https://doi.org/10.1080/00913367.1999.10673596
  • Clark, T. (1990). International marketing and national character: A review and proposal for an integrative theory. Journal of Marketing, 54(4), 66–79. https://doi.org/10.1177/002224299005400406
  • Clee, M. A., & Wicklund, R. A. (1980). Consumer behavior and psychological reactance. Journal of Consumer Research, 6(4), 389–405. https://doi.org/10.1086/208782
  • Czarnecka, B., Brennan, R., & Keles, S. (2018). Cultural meaning, advertising, and national culture: A four-country study. Journal of Global Marketing, 31(1), 4–17. https://doi.org/10.1080/08911762.2017.1376364
  • De Mooij, M. (2018). Global marketing & advertising: Understanding cultural paradoxes (5th ed.). Sage Publications.
  • Desmarais, F. (2000). Authority versus seduction: The use of voice-overs in New Zealand and French television advertising. Media International Australia, 96(1), 135–152. https://doi.org/10.1177/1329878X0009600116
  • Desmarais, F. (2003). The discourse of New Zealand and French television advertising: A comparative approach [PhD thesis]. University of Waikato.
  • Desmarais, F. (2004). Advertising differences: Professional communicators, positioning strategies and national cultures. Australian Journal of Communication, 31(3), 93–110.
  • Desmarais, F. (2007). Issues in cross-cultural studies of advertising audiovisual material. Prism, 4(3), 1–15.
  • Dianoux, C., Linhart, Z., & Vnouckova, L. (2014). Attitude toward advertising in general and attitude toward a specific type of advertising – A first empirical approach. Journal of Competitiveness, 6(1), 87–103. https://doi.org/10.7441/joc.2014.01.06
  • Expertvillage (2008a). Voice-over artist careers: Voice-over artists: Hard-sell for radio. Retrieved from https://www.youtube.com/watch?v=DGKouZzqX6Q
  • Expertvillage (2008b). Voice-over artist careers: Voice-over artists: Soft-sell for radio. Retrieved from https://www.youtube.com/watch?v=SKGDWZH7x38
  • Fang, X., Singh, S., & Ahluwalia, R. (2007). An examination of different explanations for the mere exposure effect. Journal of Consumer Research, 34(1), 97–103. https://doi.org/10.1086/513050
  • Furnham, A., & Chan, F. (2003). The gender-role stereotyping of men and women in Hong Kong television advertisements. Psychologia, 46(4), 213–224. https://doi.org/10.2117/psysoc.2003.213
  • Furnham, A., & Farragher, E. (2000). A cross-cultural content analysis of sex-role stereotyping in television advertisements: A comparison between Great Britain and New Zealand. Journal of Broadcasting and Electronic Media, 44(3), 415–436. https://doi.org/10.1207/s15506878jobem4403_5
  • Furnham, A., & Paltzer, S. (2010). The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000. Scandinavian Journal of Psychology, 51(3), 216–236. https://doi.org/10.1111/j.1467-9450.2009.00772.x
  • Gélinas-Chebat, C., Chebat, J.-C., & Vaninsky, A. (1996). Voice and advertising: Effects of intonation and intensity of voice on source credibility, attitudes toward the advertised service and the intent to buy. Perceptual and Motor Skills, 83(1), 243–262. https://doi.org/10.2466/pms.1996.83.1.243
  • Gelinas-Chebat, C., & Chebat, J.-C. (1992). Effects of two voice characteristics on the attitudes toward advertising messages. The Journal of Social Psychology, 132(4), 447–459. https://doi.org/10.1080/00224545.1992.9924724
  • Green, A. C., Bærentsen, K. B., Stødkilde-Jørgensen, H., Roepstorff, A., & Vuust, P. (2012). Listen, learn, like! Dorsolateral prefrontal cortex involved in the mere exposure effect in music. Neurology Research International, 2012, 846270–846211. https://doi.org/10.1155/2012/846270
  • Greenberg, A., & Suttoni, C. (1973). Television commercial wearout. Journal of Advertising Research, 13(5), 47–54.
  • Hall, E. T., & Hall, M. R. (1990). Understanding cultural differences. Intercultural Press.
  • Halpern, A. R., & Müllensiefen, D. (2008). Effects of timbre and tempo change on memory for music. Quarterly Journal of Experimental Psychology, 61(9), 1371–1384. https://doi.org/10.1080/17470210701508038
  • Haygood, D. M. (2016). Hard-sell or soft-sell? The advertising philosophies and professional relationship of Rosser Reeves and David Ogilvy. American Journalism, 33(2), 169–188. https://doi.org/10.1080/08821127.2016.1167482
  • Hekkert, P., Thurgood, C., & Whitfield, A. T. W. (2013). The mere exposure effect for consumer products as a consequence of existing familiarity and controlled exposure. Acta Psychologica, 144(2), 411–417. https://doi.org/10.1016/j.actpsy.2013.07.015
  • Heingartner, A., & Hall, J. V. (1974). Affective consequences in adults and children of repeated exposure to auditory stimuli. Journal of Personality and Social Psychology, 29(6), 719–723. https://doi.org/10.1037/h0036121
  • Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: Software of the mind (3rd ed.). McGraw-Hill.
  • Hofstede Insights (2023). Country comparison tool. Retrieved from https://www.hofstede-insights.com/country-comparison-tool?countries=france%2Cnew+zealand
  • Kim, K., & Lowry, D. (2005). Television commercials as a lagging social indicator: Gender role stereotypes in Korean television advertising. Sex Roles, 53(11–12), 901–910. https://doi.org/10.1007/s11199-005-8307-1
  • Kittler, M. G., Rygl, D., & Mackinnon, A. (2011). Beyond culture or beyond control? Reviewing the use of hall’s high-/low context concept. International Journal of Cross Cultural Management, 11(1), 63–82. https://doi.org/10.1177/1470595811398797
  • Koslow, S. (2000). Can the truth hurt? How honest and persuasive advertising can unintentionally lead to increased consumer scepticism. The Journal of Consumer Affairs, 34(2), 245–267. https://doi.org/10.1111/j.1745-6606.2000.tb00093.x
  • La Ferle, C., Edwards, S. M., & Lee, W.-N. (2008). Culture, attitudes, and media patterns in China, Taiwan, and the U.S.: Balancing standardization and localisation decisions. Journal of Global Marketing, 21(3), 191–205. https://doi.org/10.1080/08911760802152017[Mismatch]
  • Laroche, M., Vinhal Nepomuceno, M., & Richard, M.-O. (2014). Congruency of humour and cultural values in print ads. International Journal of Advertising, 33(4), 681–705. https://doi.org/10.2501/IJA-33-4-681-705
  • Lin, C. A. (2001). Cultural values reflected in Chinese and American television advertising. Journal of Advertising, 30(4), 83–94. https://doi.org/10.1080/00913367.2001.10673653
  • Lysonski, S., & Pollay, R. W. (1990). Advertising sexism is forgiven, but not forgotten: Historical, cross-cultural and individual differences in criticism and purchase boycott intentions. International Journal of Advertising, 9(4), 317–329. https://doi.org/10.1080/02650487.1990.11107162
  • Mano, H. (1996). Assessing emotional reactions to TV ads: A replication and extension with a brief adjective checklist. Advances in Consumer Research, 23, 63–69.
  • Matthes, J., Prieler, M., & Adam, K. (2016). Gender-role portrayals in television advertising across the globe. Sex Roles, 75(7), 314–327. https://doi.org/10.1007/s11199-016-0617-y
  • Mehta, R., Anderson, R. E., Dubinsky, A. J., Mazur, J., & Polsa, P. (2011). Managing channel partner relationships: A cross-national study. Journal of Global Marketing, 24(2), 105–124. https://doi.org/10.1080/08911762.2011.558810
  • Michelle, C. (2012). Co-constructions of gender and ethnicity in New Zealand television advertising. Sex Roles, 66(1–2), 21–37. https://doi.org/10.1007/s11199-011-0067-5
  • Mitrofanoff, K. (2019). Consommation: La génération Z se démarque des millennials. Retrieved from https://www.challenges.fr/economie/consommation/consommation-la-generation-z-se-demarque-des-millenials_638546
  • Morton, W. (2023). A marketer’s guide to modern media consumption by age group. Retrieved from https://www.thedrum.com/profile/creativ-strategies/news/a-guide-to-modern-media-consumption-by-age-group
  • Mungan, E., Akan, M., & Bilge, M. T. (2019). Tracking familiarity, recognition, and liking increases with repeated exposures to nontonal music: Revisiting MEE-revisited. New Ideas in Psychology, 54, 63–75. https://doi.org/10.1016/j.newideapsych.2019.02.002
  • Mueller, B. (1996). International advertising: Communicating across culture. Wadsworth Publishing Company.
  • Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27(3), 51–59.
  • Mueller, B. (1992). Standardization vs. specialisation: An examination of westernization in Japanese advertising. Journal of Advertising Research, 32(1), 15–24.
  • Nevett, T. (1992). Differences between American and British television advertising: Explanations and implications. Journal of Advertising, 21(4), 61–71. https://doi.org/10.1080/00913367.1992.10673386
  • Nordhielm, C. L. (2002). The influence of level of processing on advertising repetition Effects. Journal of Consumer Research, 29(3), 371–382. https://doi.org/10.1086/344428
  • Okazaki, S., Mueller, B., & Taylor, C. R. (2010a). Global consumer culture positioning: Testing perceptions of soft-sell and hard-sell advertising appeals between U.S. and Japanese consumers. Journal of International Marketing, 18(2), 20–34. https://doi.org/10.1509/jimk.18.2.20
  • Okazaki, S., Mueller, B., & Taylor, C. R. (2010b). Measuring soft-sell versus hard-sell advertising appeals. Journal of Advertising, 39(2), 5–20. https://doi.org/10.2753/JOA0091-3367390201
  • Okazaki, S., Mueller, B., & Diehl, S. (2013). A multi-country examination of hard-sell and soft-sell advertising: Comparing global consumer positioning in holistic- and analytic- thinking cultures. Journal of Advertising Research, 53(3), 258–272. https://doi.org/10.2501/JAR-53-3-258-272
  • Pollard, A. (2021). Gen Z has $360 billion to spend, trick is getting them to buy. Retrieved from https://www.bloomberg.com/news/articles/2021-11-17/gen-z-has-360-billion-to-spend-trick-is-getting-them-to-buy#xj4y7vzkg
  • Rawlins Schlinger, M. J., M., Alwitt, L. F., McCarthy, K. E., & Green, L. (1983). The effects of time compression on attitudes and information processing. Journal of Marketing, 47(1), 79–85. https://doi.org/10.1177/002224298304700108
  • Pennock-Speck, B., & Millagros del Saz Rubio, M. (2009). Voice-overs in standardized English and Spanish television commercials. Atlantis, 31(1), 111–127.
  • Peretz, I., Gaudreau, D., & Bonnel, A.-M. (1998). Exposure effects on music preference and recognition. Memory & Cognition, 26(5), 884–902. https://doi.org/10.3758/bf03201171
  • Robertson, T. S., & Rossiter, J. R. (1974). Children and commercial persuasion: An attribute theory analysis. Journal of Consumer Research, 1(1), 13–20. https://doi.org/10.1086/208577
  • Samiee, S., & Jeong, I. (1994). Cross-cultural research in advertising: An assessment of methodologies. Journal of the Academy of Marketing Science, 22(3), 205–217. https://doi.org/10.1177/0092070394223002
  • Sapir, E. (1927). Speech as a personality trait. American Journal of Sociology, 32(6), 892–905. https://doi.org/10.1086/214279
  • Scherer, K. R. (1972). Judging personality from voice: A cross-cultural approach to an old issue in interpersonal perception. Journal of Personality, 40(2), 191–210. https://doi.org/10.1111/j.1467-6494.1972.tb00998.x
  • Scherer, K. R., Banse, R., & Wallbott, H. G. (2001). Emotion inferences from vocal expression correlate across languages and cultures. Journal of Cross-Cultural Psychology, 32(1), 76–92. https://doi.org/10.1177/0022022101032001009
  • Taylor, R. E., Grubbs Hoy, M., & Haley, E. (1996). How French advertising professionals develop creative strategy. Journal of Advertising, 25(1), 1–14. https://doi.org/10.1080/00913367.1996.10673492
  • Terzza, G. (2018). How to perform a hard-sell voice over. Retrieved from https://www.youtube.com/watch?v=NzN4enfh8xQ
  • Tom, G., Nelson, C., Srzentic, T., & King, R. (2007). Mere exposure and the endowment effect on consumer decision making. The Journal of Psychology, 141(2), 117–125. https://doi.org/10.3200/JRLP.141.2.117-126
  • Vann, J. W., Rogers, R. D., & Penrod, J. P. (1987). The cognitive effects of time-compressed advertising. Journal of Advertising, 16(2), 10–19. https://doi.org/10.1080/00913367.1987.10673072
  • Verrier, D. B. (2012). Evidence for the influence of the mere-exposure effect on voting in the Eurovision song contest. Judgment and Decision Making, 7(5), 639–643. https://doi.org/10.1017/S1930297500006355
  • Waarama, T. (2015). Perception of emotional nonsense sentences in China, Egypt, Estonia, Finland, Russia, Sweden, and the USA. Logopedics Phoniatrics Vocology, 40(3), 129–135.
  • Waaramaa, T., & Leisiö, T. (2013). Perception of emotionally loaded vocal expressions and its connection to ­responses to music. A cross-cultural investigation: Estonia, Finland, Sweden, Russia and the USA. Frontiers in Psychology, 4, 344. https://doi.org/10.3389/fpsyg.2013.00344
  • Waaramaa, T., Lukkarila, P., Järvinen, K., Geneid, A., & Laukkanen, A.-M. (2021). Impressions of personality from intentional voice quality in Arabic-speaking and ­native Finnish-speaking listeners. Journal of Voice: Official Journal of the Voice Foundation, 35(2), 326.e21–326.e28. https://doi.org/10.1016/j.jvoice.2019.09.003
  • Wang, Y., Lu, S., Liu, J., Tan, J &., & Zhang, J. (2019). The influence of culture on attitudes towards humorous ­advertising. Frontiers in Psychology, 10, 1015. https://doi.org/10.3389/fpsyg.2019.01015
  • Whitelock, J., & Rey, J.-C. (1998). Cross-cultural advertising in Europe: An empirical survey of television advertising in France and the UK. International Marketing Review, 15(4), 257–276. https://doi.org/10.1108/EUM0000000004537
  • Yoo, C. Y. (2008). Unconscious processing of web advertising: Effects on implicit memory, attitude towards the brand, and consideration set. Journal of Interactive Marketing, 22(2), 2–18. https://doi.org/10.1002/dir.20110
  • Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1–27. https://doi.org/10.1037/h0025848
  • Zandpour, F., Chang, C., & Catalano, J. (1992). Stories, symbols, and straight talk: A comparative analysis of French, Taiwanese, and US TV commercials. Journal of Advertising Research, 32(1), 25–38.