Kathleen Broussard

Department: Marketing

Mentor: Dr. Vivek S. Natarajan

Title: “Loud and Unclear: An Empirical Vocal Analysis of Forming of Risks Versus Rewards in TV Ads”

Abstract:

Little research has been performed on the vocal presentation of risks and benefits in DTC prescription drug advertisements. I will be analyzing how the vocal presentations of negative side effects vary compared to the presentation of benefits in prescription drugs direct to consumer advertising. Using state of the art tools, I will analyze the rate of speech, pitch, vocal range and vocal intensity of risk information compared to benefit information listed in DTC ads. The data will be examined to see if the severity of the ailment and/or the date the ad was released impacts the vocal presentation of side effects.

President Evans and Broussard