Abstract

This exploratory research study examines the power of the voice-over as a tool in gender re-positioning of a traditionally male dominant product and the response of the female market to such re-positioning. The increasing consumption by females of masculine products has led marketers to question how they can target such products at the female market, without losing the existing male customers. A potentially appropriate method of doing so is through subtle gender re-positioning by altering the voice-over. Three radio ads were developed for a hypothetical lager brand where branding and language were neutral but the gender of the spokesperson varied, one male, one female and the third a combination of both. A sample of 240 respondents, broken into three equally matched sub-samples were exposed to one of the three ads. They each completed a questionnaire providing basic demographic information and their response to the ad, which included perceived gender image of the product, perceived most likely users, appeal and likelihood of trial and perceived speaker appropriateness. A measure of sex role orientation was also included in order to test for it’s value as a segmentation base. The results show that the voiceover is a powerful tool in gender re-positioning of a product, there is a same sex relationship between gender of the speaker and perceived most likely users and ad appeal directly correlates with likelihood of trial. Usage intention varied by sex with males being equally likely to try any of the three products while females were significantly more likely to try the female than the combined. Sex role was no better a predictor of response than biological gender. Either a male or female speaker should be used when targeting the female market.