Adapted from AdPrin.com

Should Announcers Talk Fast?

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Adapted from AdPrin.com 2

When should announcers speak fast?Once you have written your answers, click for the evidence-based findings.

Use a rapid speaking for simple messages about low-involvement products (10.4.1.)

The typical speaking rate is about 160 words per minute. Listeners prefer about 175 wpm.

Fast talkers are judged as more competent, truthful, fluent, energetic, enthusiastic, and persuasive than slow speakers ( based on a study by Moore, Hausknecht, and Thamodaran in 1986 – see Persuasive Advertising p 275).

Speaking speeds

Limitations to fast talking

When should you avoid fast talking? Write your ideas, the click for evidence-based findings.

Use slow speech for strong arguments or to show concern. (Principle 10.4.2) Also for hearing impaired.

“Gentlemen, listen to me slowly.” Sam Goldwyn of MGM“Don’t let them fast talk you.” Anonymous

Further Evidence

Time compression of up to 30% has little effect on purchase intentions (Vann, Rogers, and Penrod 1987)

Thus, when relevant, use time compression and save on your media expenses.

See summary of research in Persuasive Advertising, p 274.

Is fast talking appropriate for this ad?

Sedelmaier’s ad for FedEx

On the positive side, FedEx is emphasizing they are fast via implication. On the negative, it violates the previously mentioned conditions. Joe Sedelmaier, is, in my opinion, the funniest commercial maker of all time. But he strives to be funny, not persuasive. When funny is relevant to the product, the ads appear to be highly persuasive— as in his commercial for Wendy’s, “Where’s the beef?”

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.