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When A Commercial's Final Words Repeat
The First - It's Playtime For The Voice Actor
December 29, 2016

By Hugh Klitzke
Casting Director and Coach

At the end of commercial copy we often have a phrase that hearkens back to the content of the first line.  

"For many, the day after chemo might mean a trip back to the doctor's office just for a shot. But why return here when you can just stay home in your favorite chair with BRAND X?”
The spot continues with side effects, dosages etc., and then we have ... Finish:
"If you want to stay home, ask your doctor about BRAND X.”
This commercial repeats the word "home” and the brand - but it evokes the feeling or point of view of the narrator with different words.

It’s a type of repetition but it’s not identical. It’s not a "reprise.”  (A reprise is a literal repeat of material heard before.)

Perhaps the statement of a final variation? I don’t know the word for it, but I feel like there should be one.


Here’s another example. Line One: 
"This holiday, layer on the magic with BRAZILIAN CANDY.”
Last Line:
"BRAZILIAN CANDY. Layer on the celebration.”
This is like an anadiplosis, but there is much more space between the first and last lines; they are not back to back. 

However, taking into account the primacy and proximity effects, it becomes clear how it is still effective.


Another. First Lines:
"She’s a no-nonsense executive and he’s a beefy heartbreaker. They’re from two different worlds, but they’re making it work with a little help from ANTACIDS.”
Last lines:
"Listen to your heart, not your heartburn. ANTACIDS.”
Corny right? But a structure is there. Which means a writer thought it out. Which also means it gives you, as an actor, a device to play.

Hugh P. Klitzke is studio manager and voice casting director for a leading bi-coastal talent agency, who has directed more than 85,000 auditions for all voice over genres. Based in New York City, he is also a coach specializing in teaching voice over for actors, and writes VO4TA, a twice-weekly blog with helpful voice acting tips.


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