Transcript:

I am Frank Frederick, “The Voice” ^TM and these are some Frank Words.

The world of advertising has taken a unique tact by attempting to show an attachment by having owners of businesses or people off the street attempt to act like they are emotionally involved in selling the product or services as if they actually care about what they are saying. Production companies and advertising agencies call this “real people” testimonials”. Sometimes the production is funny — in a sad sort of way or it just comes off flat.

Which one of the senses is understood by our brains first? Is it touch, taste, smell, sight, or sound? Visual processing does not occur in isolation and is influenced by sound, touch, smell and other senses. Sound to most adults is the stimulus our brain recognizes quickly and from afar. The human voice is often the easiest sense for us to process by inspiring memories of touch, smell, taste, and sight.

Another fad in the video production industry is having pictures (video clips) and music with a little text on the screen. By the time we realize NOTHING was being said as we look up from our snack tray or phone we do not even know what was being sold to us. This is a catchy trend and sometimes the music is remembered long after we have forgotten the product being sold. But, what was the point of the ad?

When we speak with others our voices share our feelings. In this Information Age where everyone is constantly bombarded with advertising and promotions attempting to sway us to buy or give someone our hard earned dollars there is one issue with most things we hear on the radio or TV or with Artifical (lack of) Intelligence and that is: emotion.

Producers often skip an essential part of the package when developing a package for a movie, advertisement, audiobook, presentation, narration, or so many other forms of communication we experience. Stunning visuals or music or sound effects are wonderful. Splashy 3D text or graphics only go so far in getting a point across to viewers or listeners. The producers forget to share the emotion of the words being said by the actors or actresses involved.

Without the spoken word transporting the passion of the written word what we get is what AI voice overs and some voiceover people deliver: a flat, monotone, monochromatic conglomeration of images and sounds. Or we get the long-winded preacher who either puts us to sleep or bores us to tears.

Sure, the Barber, the file clerk or secretary, or your brothers sister s friend can SAY the words, but can they share the emotions which should be conveyed? Is every sentence written to be elevated, is the paragraph informational or sad? Is one part of the script meant to be caring or confident yet these people are only giving a cheery or scary sound with their voice? Do listeners FEEL the words being said?

Imagine this for a moment; you are at the checkout stand at a business and you hear a bored clerk say “… how can I help you”? Now imagine a cheerful person [“… how can I help you”] or a grumpy person [“… how can I help you”] saying the same words. What did you hear and more importantly how do they (the sounds) make you feel?

An old movie (Crazy People, 1990) had an actor who would only say the word “Hello”. He said it in multiple different languages and unique emotions to respond to everyone. How many ways can you say “hello”? Which version do you desire on your advertisement or presentation? How words are said out loud matters.

A Professional VoiceOver artist (such as myself, I know – shameless plug) crafts the nature of what is written by arousing feelings with their voice. Don LaFontaine, who was known for his movie trailer voice overs and was a wonderful talent with skills which I personally aspire toward once said: “… Share the emotion of the words …”. Not everyone can share one of the five senses with their voice on a recording.

When creating a campaign for your business or someone else’s production Don’t Forget The Professional VoiceOver artist — They can sell the sizzle, not the steak.

Frank Words from Frank Frederick, “The Voice” ^TM.