Effects of obscene language upon three dimensions of listener attitude

Male and female university students and non‐students heard audiotapes containing a combination of two antagonistic persuasive speeches on the energy crisis: one with 12 obscene phrases, one with 12 parallel, non‐obscene phrases; one by a male speaker, one by a female; one pro‐environmentalists, one pro‐oil companies. Listener attitude was assessed on three dimensions using the Speech Dialect Attitudinal Scale. Analyses indicated that speakers were rated lower on Socio‐Intellectual Status and Aesthetic Quality when they used obscene language than when they did not; however, no difference was found on Dynamism. Other findings regarding speaker sex, listener group, and listener sex are discussed.