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Successful Advertising On Radio Depends On Choosing The Perfect Voice

By Marjeen Shulafta

When advertising on radio, it’s important to consider the voice reading the script. The effectiveness of a radio ad depends on the associations it conjures up in the listeners’ minds. Voices can have very different connotations depending on the speaker’s gender, age, dialect and manner of speaking. A voice can instantly summon up a complete image of the character behind it.

One of the first things we can tell about a person through their voice is their gender. All the stereotypes we apply to men and women are subconsciously invoked when we hear a male or female voice. Male voices tend to be used for ‘hard sell’ advertisements aimed at both genders as they can come across as more commanding. Female voices are most often used in advertisements selling products aimed at women, although a sultry, sexy female voice can be an effective way to catch the attention of a male audience.

We can usually guess a person’s general age-range through their voice. Older male voices have connotations of wisdom and authority. Older female voices can come across as sympathetic and non-threatening. Advertisements for trendy modern products tend to be delivered by people with youthful voices. Those for financial products rely on the confidence expressed by a mature male voice.

The dialect or regional accent of a speaker can convey a great deal to the listener and be viewed as either positive or negative. In general, a standard, mainstream accent makes the speaker come across as better educated and more successful, but people with regional accents sound more friendly and trustworthy. If your ad is running on a local radio station, you might consider using a voice artist who speaks in the regional dialect, but it could be worth doing some market research first. Studies have shown that while some speech communities respond well to people who sound just like them, others are actually turned-off by their own accent.

Subcultures and social classes can have distinctive speech patterns. A valley girl, a surfer dude, a rapper and a computer geek will speak differently even though they all live in Southern California. If you want to associate your product with a certain image, you may want to employ a voice artist who can summon up a particular social stereotype through their speech.

Stock characters that appear in books and movies often have peculiar ways of speaking. The image of a cowboy, aristocrat or pirate can be brought to life on the radio by a voice artist skilled in character acting. An advertisement featuring a character voice can capture and hold the listens’ attention.

Celebrity voices are commonly heard in major ad campaigns. People are more likely to listen to a voice they recognise than one they’ve never heard before and more likely to believe an endorsement from someone they admire. Your budget might not stretch to hiring a celebrity superstar, but you could consider employing an impressionist to mimic a Hollywood legend. A local celebrity popular with your radio audience could also raise the profile of your ad.

Advertising on radio can be highly effective if you understand your target audience and have a clear idea of the image you want them to associate with your product. Try to choose a voice that harmonises with the impression you want to convey and one that will have a positive impact on your listeners.

What do you think about advertising on the radio? Being an announcer sounds like a good job. Have you ever done a voice over? Do you want one done?

Article kindly provided by UberArticles.com

Topics: Advertising | Comments Off

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Article Citation
MLA Style Citation:
Shulafta, Marjeen "Successful Advertising On Radio Depends On Choosing The Perfect Voice." Successful Advertising On Radio Depends On Choosing The Perfect Voice. 21 Aug. 2010. uberarticles.com. 7 Apr 2015 <http://uberarticles.com/business/advertising/successful-advertising-on-radio-depends-on-choosing-the-perfect-voice/>.

APA Style Citation:
Shulafta, M (2010, August 21). Successful Advertising On Radio Depends On Choosing The Perfect Voice. Retrieved April 7, 2015, from http://uberarticles.com/business/advertising/successful-advertising-on-radio-depends-on-choosing-the-perfect-voice/

Chicago Style Citation:
Shulafta, Marjeen "Successful Advertising On Radio Depends On Choosing The Perfect Voice" uberarticles.com. http://uberarticles.com/business/advertising/successful-advertising-on-radio-depends-on-choosing-the-perfect-voice/


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