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.
PLAY WITH IT
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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