The seventh in the series of voice-over basics is on the Conversational Read addressing Traditional vs. Modern Announcer.
TCVO Presents…
SPRING INTO VOICE-OVER!
© Teri Clark Linden, 2014
CONVERSATIONAL READ
Traditional vs. Modern Announcer
In my two decades of recording commercial voice-over scripts (“copy”) nearly all copy with Announcer roles give the direction to be “real” or “conversational,” and sometimes “non-Announcery.” What the people want who write or give this direction is to hear a voice talking as if you were just having a normal conversation with one other person. They don’t want someone selling or pushing their product onto them.
Pamela Lewis has a really great way of introducing this idea to basic voice-over talent with a simple script for what she calls the “Traditional” vs. “Modern Announcer.”
Now, the Traditional Announcer is not by any means pushing or selling his product either, or have a voice in the old fashioned game show Don Pardo style (think The Price is Right and “Teri Clark Linden…come on down!”).
Traditional Announcer
Here is the direction Pamela gives for the Traditional Announcer’s two lines:
Line 1: Statement of love.
I love this product.
(Think, “I love my __________________,” and you fill in the blank – grandma, mate, kid, dog, corvette, whatever. Be specific and mean it.)
Line 2: Come join me in the love.
I know you will too.
(Think, while smiling warmly and sincerely, “Come join me in the love,” and really want the other person you are talking to – and pick one person and really pick them, don’t fake it – to love your grandma, mate, kid, dog, corvette or whatever too!)
For the Modern Announcer, it’s the same commitment emotionally, but just more laid back, and you guessed it, “conversational.” The Modern Announcer is just a regular person like you and likes what he is talking about too. Again, pick a person you are talking to and put yourself into a scenario – like sitting across your kitchen table after breakfast over coffee, or in the backyard over the fence to your neighbor, or whatever. The more specific you are the more the listener on the other end of the television or radio listening the commercial will connect with what you are saying and ultimately (because that’s what commercials are for) selling.
Modern Announcer
Here is Pamela’s direction for the Modern Announcer:
Line 1.
It’s a great product.
(Think, “Yeah, sure…my grandma is pretty great.”)
Line 2.
Why not check it out?
(Think, “Sure, meet her or not, either way is okay & I’ll still like you anyway.”)
The difference here is Modern Announcer is not emotionally committed one way or another. I’m not saying be apathetic and feel nothing. But unlike Traditional Announcer where you really do connect emotionally with the product (or “Grandma”) you are talking about and want the listener (your one person) to join you in the emotional connection, Modern Announcer is more laid back and rather than expressing deep feelings for what he or she is talking about, is merely relaying the information – having a conversation.
Don’t worry if this doesn’t make sense or resonate with you right away. Performing a “conversational” read in commercial voice-over is one of the most difficult things to do for a lot of very experienced and very talented people, especially those with a strong background in radio imaging and disc jockeying.
TRADITIONAL VS. MODERN ANNOUNCER PRACTICE SCRIPTS
TRADITIONAL ANNOUNCER
I love this product.
I know you will too.
MODERN ANNOUNCER
It’s a great product.
Why not check it out?
My Son listening to one of my recent audio book narration files for the day (Aunt Dimity & the Wishing Well, by Nancy Atherton.)
© Teri Clark Linden, 2014
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