Voice Overs in Radio Advertising
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It's impossible to do a radio ad without a voice over. A voice over is the essence of a radio advertising campaign. A voice that does not strike the right tone or convey the right amount of enthusiasm will sink your campaign more effectively than the iceberg sank the Titanic. But a voice over artist can not work from a blank slate, so before you launch your radio advertising campaign you need to ensure that you have a top-notch script.
According to Christy Rakoczy, one of the first things you need to do when writing a voice over script is picture your audience. Are you speaking to young first time insurance buyers, a wealthy set looking to buy luxury cars or party animals on the lookout for a rocking night club? Your audience will determine the language and phrasing used and help you decide whether to opt for a humorous or more serious approach.
Obviously, you also need to know what the ad is trying to achieve and have a fair idea of the product.
Bettye Zoller Seitz says that once you've penned your ad you should read it aloud. This will give you an idea of how easily it rolls off the tongue. Also, ask someone to read it back to you. This will allow you to pinpoint any possible areas of difficulty, as well as gauge the flow of the ad. It will also help you get the timing right. Radio ads are usually 30 or 60 second slots, so your script needs to be readable in that short period of time. You do not want your voice over artist to have to rush through it but you do not want dead air either (unless you're going to fill it with sound effects).
Seitz warns against the use of alliteration, which can act as a tongue twister. Also watch out for too many sibilant or plosive letters (s, b, t, and p). Do not use big, difficult to pronounce words. If you absolutely have to use them then provide phonetic spelling to help the voice over artist get it right.
Once you're rewritten and refined the script you'll need to print it in a format that is easy to read. The best script in the world will do you no good if the voice over artist can not make head or tail of what you've written. Use plain font in a reliably large size (no smaller than 11). Use double-spacing, which is clear and leaves space for notes. Include your own notes for direction so the artist knows what you're trying to achieve. This can include notes on which words or phrases you want to emphasize, or if you want certain phrases slowed down or speed up.
Lastly, accept that the voice over artist has experience in the matter, so do not be afraid to take his or her suggestions into consideration, and allow leeway for some artistic license.
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Source by Sandra Cosser