Vad kännetecknar en bra röst? Denna studie syftar till att utröna huruvida det finns något i den akustiska talsignalen som kan säga något om vilken uppfattning lyssnaren bildar sig om talaren. I kommersiella sammanhang är sättet att förmedla viktigt för att ge lyssnaren rätt budskap och i detta är rösten ett viktigt redskap. Grunden till föreliggande studie var att låta en grupp lyssnare bedöma några olika röster samt att analysera rösterna akustiskt, varefter en jämförelse mellan resultat från lyssnarbedömning och akustisk analys gjordes. En kvinna och en man i grupperna professionella samt icke-professionella röstanvändare läste in en standardtext. Inspelningarna analyserades akustiskt och bedömdes perceptuellt av en lyssnargrupp, omfattande 10 individer utan röstprofessionell kompetens. En intervju genomfördes även med de två professionella röstanvändarna. Resultaten visar att olika akustiska parametrar hos de studerade kvinnornas respektive männens röster hade samband med lyssnarnas uppfattning om rösterna. Männens röster med ett lågt F0 skattades som intresseväckande och förtroendeingivande. Samma egenskaper hos kvinnorna samförekom med en stor variabilitet i F0. På grund av det begränsade urvalet kunde inga generella slutsatser om vad som kännetecknar en bra röst dras.  Intervjun gav att det i radioreklamsammanhang inte finns en ofelbar röst som kan anlitas till alla uppdrag, utan att olika rösttyper passar till olika sammanhang. / What makes a good voice? The present study seeks to determine whether there is something in the acoustic speech signal that may tell us something about how the listener perceives the speaker. In a commercial context, the way in which the message is constructed is important so the listener receives the message in the way the producer of the commercial intended. In this process the voice is an important tool. In the present study audio recordings were made of two professional and two non-professional voice users, one man and one woman in each group, reading a standard text. The recordings were analyzed acoustically and evaluated by a group of listeners. The results were summarized and compared. In addition, an interview was conducted with two professional speakers. Results of the analysis show that women's and men's voices differ in which acoustic parameters affect the listener's perception of the voice. A low mean F0 among men co-occured with the estimation of an interesting and trustful voice by the group of listeners. Among women, a high standard deviation of F0 was the parameter that co-occured with an estimate of an interesting and trustful voice. Due to the limited sample size, no general conclusions could be made. The answers from the interview indicated that there is no such thing as an infallible voice that can be hired for any assignment, but that different types of voices are suitable for different contexts.

Since its commencement, the radio industry has been facing challenges from new media such as TV and later, the Internet. Nowadays, radio is widely regarded as a traditional medium that is fading away. However, the audio-oriented media feature of radio endows itself with a unique niche that could not be replaced by other video media. That is why radio advertisements are especially favored by advertisers. This research applies the Elaboration Likelihood Model (ELM) to radio advertising research, aiming to deliberate the persuasion effect of radio advertisements, which would be one of the few advertising-related studies in our country recently. This research utilizes the experimental method, a 2 (strong or weak argument quality) by 2 (reliable or attractive communicator quality) between-subject factorial design. 160 participants were randomly assigned to 4 experimental conditions, each with different stimulus of experimental ads. In addition, this study considers the degree of involvement with the advertised product as the mediating variable. In this research, the results shows that high-involvement subjects are mainly influenced by the argument quality in the radio ads. When high-involvement subjects are exposed to ads with strong argument quality, better evaluations on the ads , brands, credibility and cognition are generated. In addition, in the research both high-involvement or low-involvement subjects are not obviously influenced by communicator quality factors. However, if the advertisement takes an approach combining strong argument quality with a reliable communicator, high-involvement subjects would generate better attitudinal evaluations on the ads and brands. It is interesting that the advertisement shows an attractive female, the males would generate higher evaluation on brands attitude, credibility, behavior intention about this advertisement.