The use of voice overs in commercials continues to grow and thrive, whether to entertain, save lives or promote education, but first…
Why is it necessary to have voiceovers in a commercial?
- Are an integral part of any commercial.
- Convey the brand’s tone and provide information about a service, product or brand.
Depending on the intended market and demographic, the voice may sound like a knowledgeable person, a loud neighbour, or perhaps an expert or scholar on a particular subject.
Voice actors are carefully selected to appeal to the most likely audience for the product or service.
Voice-overs for commercials for four-wheel-drive trucks will sound different than those for luxury sedans.
The accent and tone are not the only factors that matter.
It is also essential to consider the target audience when adjusting the rate of speech.
Slower speech is sometimes used when conveying more intimate and dramatic emotion or when discussing complex topics.
In contrast, swifter, more energetic voices are often associated with sensationalism or selling to a younger audience.
An essential part of the voice-over work is matching speech patterns, cadences, and tones consistently.
As well as bringing their unique touch to the product, the voice over actor can create a memorable and distinctive voice for your brand.
Considerations for Casting Commercial Voice Over Talent
Demographics of your target audience
Commercial voice over artists is classified differently depending on what their ideal clients are.
In addition to recording type and industry, you may also need to choose different sounds.
Age, gender, or accent are factors that advertisers consider when selecting a target group, gender, or accent.
A Voice Actor’s Vocal Characteristics
The voice you choose must sound like the target audience.
Because people generally want to gather information from someone that seems like a peer, be sure to match your voice and gender age with your end-users.
Consider the age and gender of the viewers as well as their location.
Where distinct accents are heard, use a local accent.
Be sure to listen to several voice demos before deciding on the best voice for your commercial.
Listen to my samples, and you can decide if I fit the voice you had in mind for your project.
Influence of commercial style on voice overs.
A commercial script’s type of sell will also influence the voice you choose.
There are two basic approaches to selling.
Soft vs Hard Sell.
Generally, soft sells are friendly and impressive.
If your commercial conveys a relaxed tone, you may choose a voice over style that doesn’t seem too abrasive and sounds familiar to your target audience.
When it comes to soft selling, humour often plays an important role.
Your sales pitch will be more effective if you incorporate humour.
Hard sells are more aggressive and usually involve limited-time offers.
You may prefer the voice of an announcer who commands your attention.
Those advertisements are designed to encourage consumers to buy a product or service soon after seeing or hearing it.
The products offered in hard sells are not what consumers need daily and are therefore more aggressive.
Consumers usually purchase these items because they desire them or want them.
A hard-sell approach is generally more appropriate for items that are on sale, stock clearance or a limited period activity.
The type of voice you pick for your commercial depends mainly on the message you want to convey and the goal of the commercial.
In the case of a hard sell, you will be looking for a voice over artist with a deeper register and an announcer-style voice.
A pleasant voice in a high register, coupled with a friendly approach, will work well if your approach leans more towards the soft sell.