Santa Clarita Magazine readers continue to send in terrific questions about the voice-acting business. Here’s one regarding announcing:
Q: I’ve done a lot of voice work for commercials, and though people compliment me on my voice, they sometimes say that my delivery is too “announcer-y.” Is there any easy way to tone down or eliminate the announcer part of my delivery? – Bob W., Sylmar, CA
A: Bob, a lot of commercial copy makes the announcer an emotionally detached third party. Sometimes, you won’t hear the words me or I much, unless it’s a personal endorsement. You will hear the words we or us when a company is touting themselves, and you’ll always hear you, because every ad is all about you. Making copy interesting, and something that the listener can relate to emotionally, requires acting.
How many times have you seen the term “Announcer” or “ANNC” on a script? Hundreds? Thousands? Can’t count that high? Copywriters write that term on virtually every script they create for voice actors. “V-O” is another interchangeable appellation they give to the person who’ll be performing their script and hopefully bringing their copy to life.
The fact is that the word “Announcer” (unless you’re announcing the arrival of a train on track 49, or reading the legal tag at the end of a spot) is misleading. Most of the time, the “Announcer” is telling a story. Even if it’s a sale for ABC Department Stores and they’re having a sale, it’s still a story. Even if it’s a supermarket spot loaded with prices and items, it’s still a story.
When actors see “Announcer” on a script, many unconsciously fall into an announcer-y type voice. It’s ironic that many times the script is accompanied by direction that calls for a “non-announcer-y announcer.” This is just plain silly. Here’s what I tell my students: whenever you see the term “Announcer” on a script, cross it out. Replace it with “Narrator” or “Storyteller” and read the copy like you’d read a story. Because that’s what you are—a storyteller! You might find that this changes and hopefully enhances your performance.
I hope this information helps. Good luck!
For more information, Marc Cashman can be contacted at cashcomm@earthlink.net or his website, www.cashmancommercials.com .