Over 50s 'prefer to hear received pronunciation'

Over 50s in the UK are more likely to take notice of advertisements if the voiceover does not have a regional accent.

A study by the Central Office of Information (COI) and the Radio Advertising Bureau found that older people are more willing to accept received pronunciation in commercials.

By contrast, younger people were found to pay more attention to adverts which contain local accents.

This was found to be partly because in the mid-20th century, received pronunciation was considered as the accent of authority.

However, social change in subsequent years means that younger demographics are more accepting of regional twangs - a development partly attributed to celebrities such as Tyneside's Cheryl Cole.

Brian Jenkins, head of radio at the COI, commented: "The explosion in recorded sound and broadcasting means people have been more exposed to different accents than at any other time in human history."

The study comes after a poll by found that almost half of jobseekers believe recruiters discriminate against those with strong regional accents.

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