Is The 'Announcer Voice' Really Dead? Nope,
Not For Older Generations With Buying Power...
October 30, 2015
By Rick Lance
The 'Announcer Voice' - that sales-pitchy "voice of God" style that was so popular years ago - is no longer the norm in voice over. But is it really dead? Well, yes and no.
While there is undeniable evidence that the announcer voice is used less and less frequently, there are some interesting factors at play about why this is happening and what the future holds for this traditional style of VO.
Letís look first at why this style of voice over is declining.
In the past, the announcer voice was valued for its confident, self-assured style that could sell just about anything.
Now, however, audiences - and especially those in the coveted 18-30 demographic - donít want to be sold to. They want to be talked to, and they want it in a non-salesy, conversational manner.
The announcer voice smacks of corporate dominance, and for millennials, this is a huge turn-off.
Because of this, there has been a move to voice overs that are more conversational in nature. The conversational style is much more appealing to younger generations, which is who the majority of advertisers are trying to reach.
BUT LOOK WHO'S BUYING ...
Again, though, the question is raised - is the announcer voice dead? While some may argue that itís dying, itís not quite dead yet.
Thereís still a large segment of society that appreciates and responds to the announcer style in advertising. And, more importantly, itís the older generations who value this style that have the buying power right now in America.
Millennials are more unemployed and underemployed than ever; they have less money and are more reluctant to spend what they do have.
Data like this is what marketing strategists take note of, which may ultimately change the way they communicate with consumers. And once this happens, it wonít be too surprising if we see a return in the familiar confidence of announcer style voice over.
Rick Lance has been working as a voice talent since 1993, transitioning from singing demos and personal projects in Nashvilleís music business to voicing hundreds of commercials, then promos, narrations, character voices and more. His vocal style is described as Americana, the voice of the Heartland. He is currently the voice (narrator) of three hunting programs and one outdoor program on the Sportsman Channel and the Outdoor Channel. His client list includes Toyota, Harley Davidson, Sony Entertainment, Coca Cola, Life Care Centers of America, John Deere, Jordan Outdoor Enterprises and Sacred Seasons II. He has also become a leading voice for the industries of construction, manufacturing, energy production, trucking, agriculture/equine, outdoor sports, travel, community banking, finance and health care. And he is a colorful voice for film, television, museum and corporate documentaries. "Iím lucky to be working within my comfort zone," he says, "literally living out my voice acting life as an outdoorsman, horseman, weekend cowboy and working man, gentleman farmer on my six acre mini ranch with my horses, dogs, cats and my wife near Nashville.Ē
Your Daily Resource For Voice-Over Success