The prosodic features of a message are a key factor in the transmission of information by a sound medium as the radio. Some authors have shown that the perception and the proper comprehension of radio messages depend largely on the intonation, accent and speech rate used by the broadcaster. Therefore, the aim of this study is to determine how different prosody strategies applied to a radio ads can provoke an oriented response (OR) and increase the levels of attention and recall of the listener. Acquiring knowledge about how the prosody features influence the listener’s attention and recall is fundamental for improving the cognitive processing as well as obtaining a more complete picture of how the brain processes auditory stimulus. The radio advertisements of this study will combine different pitch levels, pitch accents, and speech rates in certain degrees for two conditions: neutral and emotional prosody. The methodology will be based on psychophysiological measures to analyze how the brain processes radio or sound messages. Heart Rate Activity (EKG) and Skin Conductance Activity (EDA) will be the techniques to index attention paid to media combined with recall tests to analyze how the cognitive processing improves by applying different prosody strategies. It’s expected that certain degree of novelty introduced by the pitch modifications using a moderate speech rate may provoke an oriented response, and that a high degree of significance applying contrastive pitch accents and speech rate variations may improve the levels of attention and recall of a listener exposed to the radio ads.