Published on December 11th, 2014 | by Alan Cross


I’m Not Sure What to Make of This Study About Radio Ads

This week’s Broadcast Dialogue email missive contained this tidbit:

A Duke University study has found that female listeners are interested in audio ads read by creaky-voiced men but not so much so in those same spots read by creaky-voiced women (5.04 versus 3.38 on a 0-to-6 scale).

Creaky came out ahead of breathy, nasal, tense, whispery, and harsh.

Researchers, by the way, define “creaky” as having frequent low-pitched vibrations, especially at the ends of words or phrases.

It’s unclear why the women responded well to male creakiness but their lack of interest on thedistaff voices may be because of cultural cues such as actresses’ use of creaky voices when playing non-serious roles, e.g. Reese Witherspoon in Legally Blonde.

Interesting, no?


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About the Author

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 30+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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