Representation of gender in advertisement through voice and speech characteristics

广告经常求助于简单化和容易感知的表现形式--刻板印象。问题是，刻板印象在多大程度上真正代表了现实的实际状态，或者只是使用和复制过时的假设。该项目的重点是改变性别角色，并考虑到目前关于性别多样性的讨论。尽管社会发生了变化，但事实证明，一分为二的、往往是刻板印象的性别结构是相对恒定的：男性气质与能力和工具性的概念以及力量、自信和努力取得成就等特征有关；女性气质与热情、表现力和社区取向有关。在这些概念中，固有的是一个群体对另一个群体的支配，这一点越来越受到批评。在这个研究项目中，我们考察了在今天的广告中，通过使用的声音在多大程度上满足了关于性别角色的刻板印象，如果是这样的话，这些由声音类型引起或支持的刻板印象是否实际上仍然反映了当今社会的价值观和态度--特别考虑了接受者的多样性。该项目的第一个目标是系统地描述广告，特别是纯听觉广播广告中关于声音和言语特征的性别陈规定型观念。将对广播广告中男女配音的内容和语音进行分析和分类。频谱参数包括平均基频及其变化、元音间距和语音质量。内容分析涉及广告语境和性别内涵等方面。第二个目标是分析人们对已确定的声音类型的感知和接受，同时考虑到听者的各个方面，如年龄、性别、性取向、传统的性别角色观念、性别从众。根据先前进行的聚类分析的结果，来自广告的刺激将与专门为此创建的语音材料一起使用。不同的外显和内隐知觉测试将被用来分析广告对刻板印象概念的激活以及对具有不同声音类型的广告的认可。

Advertising often resorts to simplified and easily perceived representations - stereotypes. The question is to what extent stereotypes really represent the actual state of reality or only use and reproduce outdated assumptions. This project focuses on changing gender roles and takes the current discussion of gender diversity into account. Despite social change, dichotomous and often stereotypical gender constructions prove to be relatively constant: masculinity is associated with concepts of competence and instrumentality and characteristics such as strength, assertiveness, and achievement striving; femininity is related to warmth, expressivity, and community orientation. Inherent in these concepts is a dominance of one group over the other, which is increasingly subject to criticism. In this research project we examine to what extent stereotypes about gender roles are served in today's advertising by means of the voices used and, if so, whether these stereotypes evoked or supported by the voice types actually still reflect the values and attitudes of today's society - with special consideration of the diversity of the recipients. The first objective of this project is to provide a systematic description of gender stereotypes regarding voice and speech characteristics in advertising, specifically in purely auditory radio advertising. A content and phonetic analysis and clustering of female and male voice-overs in radio commercials will be conducted. Spectral parameters include mean fundamental frequency and its variation, vowel space, and voice quality. The content analysis deals with aspects such as advertising context and gender-specific connotation. The second objective is to analyze the perception and reception of the identified voice types, taking into account various listener aspects such as age, gender, sexual orientation, traditional gender role concept, gender conformity. Stimuli from advertising will be used together with speech material specially created for this, based on the results of the previously conducted cluster analysis. Different explicit and implicit perception tests will be used to analyze the activation of stereotypical concepts by the advertisement and the approval of the presented advertisement with the different voice types.