Most consumers do not like the speech style that announcers use in marketing messages. The main reason is an exaggerated way of speaking with a strong emphasis. Indeed, announcers tend to stress too many words in commercials, producing an overly emphatic speech style, which sounds choppy and stuttering. This study analyzes how different strategies of emphasizing words in commercials affect the listeners' cognitive processing. Four different strategies (no emphasis, moderate-low, moderate-high, and over-emphasis) were applied to 16 commercials. Participants (N = 52) had their physiological response (heart rate and skin conductance) measured during ad presentation. Afterward they assessed the commercials' effectiveness and adequacy and performed an immediate recall and a recognition test. The results indicated that the commercials presenting a moderate emphasis (low and high) improved the listeners' cognitive processing compared to messages with no emphasis strategy and the standard industry practice of using over-emphasis.

中文翻译：

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不要听起来像播音员。广告中的强调策略

大多数消费者不喜欢播音员在营销信息中使用的演讲风格。主要原因是一种夸张的说话方式，带有强烈的强调。事实上，播音员往往会在广告中强调过多的词，从而产生过于强调的演讲风格，听起来断断续续和口吃。本研究分析了商业广告中强调词语的不同策略如何影响听众的认知加工。四种不同的策略（不强调、中低、中高和过度强调）被应用于 16 个商业广告。参与者 ( N = 52) 在广告展示期间测量了他们的生理反应（心率和皮肤电导）。随后，他们评估了广告的有效性和充分性，并立即进行了召回和识别测试。结果表明，与没有强调策略和使用过度强调的标准行业实践相比，呈现中等强调（低和高）的商业广告改善了听众的认知处理。