Rhetorik der Hörfunkwerbung und der Stimme

The voice has a special role in radio, more than in any other medium, and the ear comes into focus like no other sensory organ. Besides the content and structure of a radio commercial, the performative part is mainly dominated by the medium of voice. The volatility of the medium and the lack of a visual component may be the reason why radio advertising has been less studied than print or TV advertising. The emer-gence of radio advertising, its thematic embedding and rhetorical elements, form the thematic framework of the actual topic in focus here: the rhetoricity of the voice. The fashions to which the (speaking) voice and speaking style are subject and how the aesthetics of voices, especially women's voices, can change will be examined here from the perspective of speech communication science.