This study explores how slogans variety influences consumers ‘willingness to perceive and recall a brand from a personal emotion perspective using voice pitch analysis. Customers’ voicings of slogans show a better accuracy with Voice Emotion Response than by Self-Reporting. Emotions and the antiqueness of brands have a positive relationship with brand recall, while a negative relationship was found with the length of slogans. The recall of brands has a high variability among brands and products according to gender. Men prefer brands having slogans with more extreme ratings of arousal while women prefer slogans that are more spontaneous and sensitive.

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slogans,emotions ‘recognition,speech signal processing,self-reporting,advertising.