» Listings for 2018

1. Spanish is the Second Most Spoken Language in the World - Are you Missing a Marketing Trick?

   Posted on 12:00pm Friday 28th Sep 2018

   Did you know there are over 400 million native Spanish speakers, making it only second to Mandarin in terms of the most spoken languages in the world. English soon follows with roughly 360 million native speakers. So with such a large audience, it’s no wonder there are many advantages of marketing your global business campaigns in Spanish.

   Here’s why your business could benefit from a multilingual marketing strategy and how an experienced Spanish voice over can help.

   Exactly what is the Spanish language?

   The Spanish language that is globally recognised today is derived from a dialect of spoken Latin that evolved in the north-central part of the Iberian Peninsula in the 5^th century. After the decline of the Roman Empire, Castilian Spanish originated as a continuation of spoken Latin in a number of areas of northern and central Spain. Eventually, the Castilian continuation Latin (from Spain’s Castile region) mixed with the Arabic dialect formed what became the standardized Spanish language.

   In the 16^th century, the language expanded south to the Mediterranean sea and, through Spanish colonisation, it was brought to the Americas. Today, Spanish is the official language of 20 countries, and is one of the official languages of the United Nations.

   How does it affect UK businesses operating globally?

   When not including English-speaking countries, Spanish comes in as the UK’s 5^th top export market.  In a study conducted by the British council, the importance of languages based on a number of factors, including number of speakers, number of internet users, British exports to those regions and GDP of the countries that speak them, were ranked to determine the languages to prioritise in marketing campaigns. The Spanish language came out on top with a score of 76, followed by Arabic and French with scores of 54 and 47 respectively.

   Why global businesses could benefit from advertising in multiple languages

   1.    Offering online content in your audience’s chosen language will yield far greater business results.

   Search engines such as Google make sure their search interface is available in a multitude of languages because they have a global range of users. Knowing the importance of language when it comes to search relevance means that these companies have given their users the option of restricting search results to content that is presented in their own language.

   In other terms, if you are not creating content in languages that your audience may be searching in, then you will not be included in the search results. This goes for video productions also.

   By incorporating other languages into your marketing strategies, you’ll be included in the global interconnected web of social conversations already going on in those international markets, which is undoubtedly beneficial for social media campaigns.

   2.    Customers respond more favourably to content in their chosen language

   It has been widely researched that multilingual internet users, when given the choice of languages, would always choose the website in their own language.

   In a global survey of over 2,000 consumers, it was found that 72% spend most or all of their time on websites in their own language, and 56% would openly pay more if the company they are purchasing from have provided information in their own language.

   After all, the late Nelson Mandela once summed it up perfectly by saying “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”

    3.    Reduce the risk of your message being misunderstood

   An international marketing strategy that is presented in English may confuse, or worse mislead, an audience whose native tongue is not English.

   Spanish and English languages share a lot of words with Latin roots, which can make it relatively easy for non-Spanish speaking people to take a guess at the translation of a number of Spanish sentences. But sometimes similar sounding words in each language can often mean something completely different, often known as “false friends”. For instance, the English word ‘embarrass’ sounds a lot like the Spanish word for ‘pregnant’—‘embarazada”.

   The art of translation

   What these three points show is that international businesses can greatly benefit from advertising in the native languages of their audience, rather than a one-fits-all English campaign. But to get this right, it should go far beyond a simple translation of general market English ads.

   Translation involves far more than exchanging words from one language to another.  Translation is a complex skill, so no computer tech can compensate for cultural nuance. This is where an experienced Spanish voice over can enhance your marketing and help you create compelling, Spanish-language original campaigns.

   Spanish Voice Over

   As a bilingual voice over artist, I can speak fluently in both English and Spanish. As a native Latin American Spanish speaker [https://www.lorrainevoiceart.com/spanish-voiceovers.html] I am capable of projecting authenticity into any script (gracias to my Chilean Latina heritage).  I can ensure grammar and syntax is translated seamlessly, so you can be assured your script is culturally relevant.

   I am lucky enough to have worked abroad, which has allowed me to fulfil my travelling dreams and live in such magical places as Barcelona, Paris and London. Now based in the UK, I am available to be the voice behind your business projects, making your product, brand or service come to life.

   

2. Find your Perfect Voice Over Artist

   Posted on 12:00pm Tuesday 25th Sep 2018

   What does the perfect voice mean to your business? Having spent over 15 years working in the creative industry I have a good ear for matching a voice to a brand.  I am a British female voice over artist with much experience in bringing stories to life through an entire range of productions including corporate videos, video games, commercials & audio dramas. 

   Only a professional voice over can deliver a script that encapsulates the audience, provides clarity without dryness and conveys emotion without the melodrama. But with so many wonderful and characterful VOs out there, how do you find your perfect voice over, no matter the project?  Here are a few of my top tips to follow when you need to find that perfect voice over.

   Think about accent and dialect

   Would the Churchill insurance TV ad work to the same effect if the iconic bulldog mascot didn’t have that beautiful British accent? Probably not. It works because it’s in keeping with the brand, it fits the character and it is a voice that is familiar and relatable. 

   When you first start looking for a voice over, think about what accent might appeal most to your audience. Despite a few exceptions, typically the best accent to choose is the one your audience can relate to. However, if your company is international but has a strong link to its origin, say an Australian beer or perhaps an Italian pasta sauce company, then it would be wise to match the voice to the brand.

   It may be the case that regional dialects come in to play too. For more on British accents, take a look at my recent post ‘Why is the British accent so adored?’

   Striking an emotional chord

   Whether you’re creating an advertisement, an instructional video, or an audio drama, your voice over must hit the right emotional note with your target audience. These emotional ties help to instil a positive impression and create a sense of trust. For example, if you are creating a training video for medical equipment or software then you’ll want to project an image of confidence, efficiency and compassion.  It is the voice actor’s performance that brings authenticity to your brand.

   Appealing to the right demographic

   Try to keep your chosen voice in line with the target demographic. Consider whether male or female voice over would be most appropriate. For example, if your target market is females aged 25-50 then a voice that fits this description is likely to have the most credibility.

   Ensure consistency and professionalism

   Looking back to the Churchill ad, if you were to hear the voice over for the Churchill bulldog (“ohh yes”), you would instantly picture the character, and thus the brand.  It is this consistent performance that makes it recognisable and instantly improves our perception of the product/service. All businesses strive to create this kind of brand recognition, so think about choosing a voice over who can represent your brand in the long run and provide that consistency.

   Look for high quality demos

   Finally, once you’ve understood what your brand’s perfect voice should sound like, you can then search for the voice over actor. All professional VOAs will have high quality demos that show off the whole range of their vocal talent. Listen to the demos carefully; imagine how it would fit to your brand.  Narrow down your search and then get in touch with a handful of artists for more details. The right talent will begin to work with you by understanding exactly what it is you require from them.  After all, a great VOA will strive to understand the needs of every project before delivering the script.

3. Hollywood Female Voice Overs!

   Posted on 12:00pm Monday 27th Aug 2018

   When it comes to voice acting, females haven't always dominated the conversation.  But now diversity and equal representation of women in voice acting is rapidly improving, and now more than ever before more TV shows, audio books, video games and Hollywood movies now have a female voice over in a leading role.

   Even Disney has added another diverse face to its collection of animated princesses. Elena of Avalor is Disney’s first Latina princess living in an enchanted fairy tale kingdom inspired by Latin cultures and folklore. A Spanish voice-over cast and a diverse production crew have brought this representation of Latin and Hispanic traditions to life in what is a predominantly American franchise.

   So how do British leading ladies fair when it comes to Hollywood movies, particularly animated ones? Here is a brief look at some of Britain’s most loved female actors performing unfamiliar voice overs in global blockbusters.

   Helena Bonham Carter

   Versatile actor Helena Bonham Carter is well known for her film roles in the Harry Potter series, The King’s Speech and Alice in Wonderland, but very few are aware of her voice over work. A one woman acting machine, Helena B-C’s animation voice work includes Emily in Time Burton’s Corpse Bride (2005), Lady Campanula Tottington in Wallace and Gromit: The Curse of the Were-rabbit (2005) and Mother Squirrel in The Gruffalo (2009).

   Julia Sawalha

   You wouldn’t be blamed for thinking Mel Gibson’s role of Rocky the Rooster would be the leading role in Chicken Run (2000), but it’s actually Julia Sawalha who voices the feisty, determined protagonist, Ginger. Using the right mix of charm, toughness and despair, Julia Sawalha knocks it out the park in this voice over role, bringing character to the world’s most-loved animated chicken.

   Helen Mirren

   In an interview Dame Helen Mirren once said that she considers herself “hopeless” at voiceovers. But with a whole host of voice performances on her resume, including portraying Deep Thought in Hitch Hiker’s Guide to the Galaxy (2005), Nyra in Legends of the Guardians (2010) and Dean Hardscrabble in Monsters University (2013), I for one think she is far from it. I can’t wait to see what voice over work comes her way next.

   Judi Dench

   Seven-time Oscar nominee Dame Judi Dench is perhaps best internationally known for her role as M in the James Bond franchise, but among her film acting and theatre performances, Dame Judi has also voiced a number of animated characters including Miss Lilly in Angelina Ballerina (2002) and Mrs Calloway in Walt Disney’s Home on the Range (2004).

   Emma Thompson

   As one of Britain’s most acclaimed actors, the wonderful Emma Thompson has many iconic disguises under her belt. From playing leading roles in all-time classic films, to starring in audio books and period dramas, Emma Thompson has done it all. But some of her best work comes in the form of animation voice-overs, including Captain Amelia in Treasure Planet (2002), Queen Elinor in Brave (2012) and the lovely Mrs Potts in Disney’s Beauty and The Beast (2017).

4. The Change in Video Game Leads

   Posted on 12:00pm Thursday 16th Aug 2018

    

   This year’s E3 2018 (Electronic Entertainment Expo), which gave great insight into what we can expect from upcoming video game instalments. But what caught my eye in particular, as it did with many others, is the proliferation of women in these video games.

   Now I know female characters have always been present, but E3 showcased a handful of games which are due to feature multiple leading ladies, many of which as the main protagonist—and rightly so!  Having just come back from Develop in Brighton from a great day at the Audio Stream it got me thinking about audio in this medium.  So I thought I’d take a look at the change in video game leads and see how women are increasingly coming to the forefront in this ever-expanding industry.

   Women in video game history

   It is fair to say that female characters have been an influential part of the gaming sphere almost since gaming began. In 1987 Nintendo released Metroid with female character Samus Aran and of course Princess Peach was one of four playable characters in Super Mario Bros. 2. 

   But there is a certain stigma in the gaming world in which women are typically cast as victims, often having their male counterpart rescue them in some way or other. Think princess Peach as the damsel in distress awaiting rescue from Mario time and time again. And if they’re not the victim, then it’s likely they’re a rather sexualised heroine, much like Lara Croft.

   The good news is, when you think about the iconic characters of gaming, Lara Croft is definitely in the top tier. But unfortunately, that’s it. Only one iconic female character in the last 20 years!

   But, it’s now apparent that the tides are turning. The most-anticipated games of this year announced at E3 suggest that many previously male-dominated game series are making way for ones that feature female protagonists. We all know that women play video games, so it’s only right that they star in them too.

   The voices behind the characters

   The current shift towards equal gender representation in video games has enabled female video game artists to showcase their talents.  Last year Cissy Jones made waves in the industry having scooped the BAFTA Games award for Best Performer. Cissy has a whole range of video game credits under her belt having starred as Joyce Price in Life Is Strange, as well as voicing the lead in Firewatch, and other multiple characters in Walking Dead: Season 1 and Season 2.

   2013’s The Last Of Us, focused on playable character Joel who attempted to survive in a post-apocalyptic world, with teenager Ellie (voiced by immensely talented Ashley Johnson) in tow. But now in The Last of Us: Part 2, Ellie is a young woman and is the main playable character. 

   Similarly, in stealth game Dishonored 2, Emily Kaldwin (voiced by Erica Luttrell) stars alongside her bodyguard Corvo Attano as a main character as she tries to keep her throne after the assassination of her mother.

   Additionally, the makers of The Lost Legacy, which is the sequel to the popular Unchartered series, not only side-lined male protagonist Nathan Drake but also chose to include two women as the lead roles.  The determined duo of Chloe (Claudia Black) and Nadine (Laura Bailey) not only had a significant prominence in the game, but combined with Drake’s absence, it marks an important step in the right direction for both female video game artists and women everywhere.

5. Saving our Sounds

   Posted on 12:00pm Tuesday 10th Jul 2018

    

   Have you ever wondered what happens to old audio formats? As technology moves forward and changes how we experience our lives spare a thought to technology of yesteryear. I have been lucky to visit the Sound Archives at the British Library and had the pleasure of listening to old radio broadcasts. It was as if I were there living in the memories of another time and place. There are old radio catalogues and equipment dotted around the place as well as the odd royal speech. Set up in 1955 the archive today boasts about 60 thousand hours of audio.

   Delving into the audio past is such a privilege especially as the sound archives are working hard to keep all audio alive for future generations. In a labyrinthine palace, racks filled with white jackets, inside them the hidden treasures from Radio 1. Over there, turning to another shelf, every news script from the BBC. We pulled out an archive and were read an extract of the news a month before the declaration of World War 2. Chilling yet compelling reading of the transcripts of seemingly innocuous everyday news bulletins.

   As we wondered around the shelves, racks and racks of tapes, we were overwhelmed by the size of the collection. Most are on ¼ inch tape as well as BETA Max. The BBC transcripts were originally on hard copy and then began to be put onto microfilm. We padded through the bright white corridors mostly in silence until we couldn’t contain our excitement and effervescently babbled away. Where, what, who, when and how – we wanted to know, everything. We trailed underneath an automated book system that looked like it had come from Heathrow’s terminal 5. Instead of suitcases, books and journals, clattered around our heads rising from the depths to the reading rooms. We delved further into the archives beneath. What would we find and how have they ended up here?

   The early BBC Radio content is contained on acetates and also pressed shellac discs. Down in the sound strong rooms are a lot of audio down there is stored on VHS. By a lot I mean corridors, rooms, floor to ceiling shelves, crates, boxes and enough box sets to keep you busy until….well a rather long time! The VHS tapes all standing to attention patiently waiting to be taken out and played. Anyone else have to scramble to change over the tape while recording?! Thought so! A whole project is underway to get this all digitised, a daunting task but one much needed. Especially since old technology is rapidly giving way to the new. However we walked past many an old technology tape deck. The corridors are littered with machines, patiently awaiting their turn, like a long lost friend, to be turned on again, to hum away happily.

   As we walked down on aisle we found all the entries and audio as well as the entry forms for the Sony Awards from season 2 onwards. And close by The famed AWE Perkins collection. A Vicar whose hobby was to record on a fenograph any and all random audio that he took a fancy to from about 1950/51.

   While tape seemed to have weathered many a storm, many rather well, the acetates are crumbling and cracking steadily. The lacquer is shrinking, pulling the tape away from itself, a confetti of brown in tins. What broadcast beauties would be lost? We may never know!

   What has survived rather well and also stored away neatly are the original metal discs. Heavy plates of solid stuff surviving through decades. A couple of those would need a trolley to wheel them out with! One is held up, almost like an Olympian with a winning discus. It is, the first every original broadcast copy. An amazing sight, the Kings Speech, solid and sturdy. A blast from the past.

   The team that work on maintaining this audio history are working on Save Our Sounds. The aim is to catalogue and digitise culturally interesting audio material. A gargantuan task and if you have any old audio please get in touch with the Sound Archive team at the British Library. They would welcome your audio.

6. Why is the British Accent so Adored?

   Posted on 12:00pm Wednesday 4th Jul 2018

    

   Many people from all corners of the world love the British accent. Some of our favourite actors, singers and sporting heroes have iconic British voices—such as Steven Fry, Sir Sean Connery, Cheryl Cole, or Sir Tom Jones (you can’t deny you didn’t imagine them speaking as you read each of their names!). With so many talented Brits out in the media it’s no wonder the accent is such a hit. But why are they all considered to have a typical ‘British accent’ if they all sound so different?

   With plenty of tongues, twangs and brogues on offer around the isles, here I look at what makes a British accent and why it works so well for voiceovers.

   Just what is a British accent?

   An accent is a certain adaptation or flavouring to your speech that has an effect on the sounds and shapes of your words. These adjustments can either attach to certain vowels or consonants to change how they’re pronounced, or can even include a change in word stress where a relative emphasis is placed on a certain syllable.

   But in reality, there is no such thing as a ‘British accent’ because each part of the UK and Ireland has its own regional accent, which can also vary from person to person. For example, a Birmingham accent is different to say a Yorkshire accent, but then the three historic ridings of Yorkshire all have variations, too. The same goes for London where there is such accents as Cockney, Estuary English and Multicultural London English among many more.

   The evolution of “The Queen’s English”

   Interestingly, when you picture your American friends mimicking the Brits they’ll more often than not turn to the traditional English accent. This is referred to as ‘Received Pronunciation (RP)’ (think The Queen or John Cleese) and was adopted by the BBC to sound professional and authoritative during their first broadcasts from the 1930s.

   This cut-glass accent—the soundtrack to period dramas like Downton Abbey— is also associated with the elites of the late 19^th century.  But over the years, as the class system has become more fluid, so too has the linguistic divide. Now, RP is mistakenly labelled as the ‘posh’ accent, when in reality there are various forms. RP associated with the aristocracy is referred to as conservative RP, whereas mainstream RP describes an accent that is more neutral in terms of signals regarding age, occupation or lifestyle.

   Some of the characteristics of more regional southern accents have merged with the sharp tones of the conservative RP to make a more modern form that verges on ‘estuary English’—a mix of Cockney and RP—and what is seen globally as the contemporary RP.

   But what all these forms of RP have in common is that they do not use any pronunciation patterns that allow us to make assumptions about where they are from in the UK. This is one of the main reasons why mainstream RP is particularly adopted for voiceover work, because it can appeal to all demographics.  

   Why it makes for a great voiceover

   To a global audience, the “British accent”— or most often a mainstream, neutral RP— can sound sophisticated and intellectual and may help to instil an authoritative tone to a corporate or training video. According to numerous studies, the British accent conjures stereotypes of high IQs and competence, and can even enhance the sense of drama or transform seemingly mundane concepts.

   Right or wrong, we use the information that accents provide to make judgements, whether that’s assumptions on socioeconomic status, intelligence, or perhaps even personality. Much to this affect, accents can also influence our decision-making, which is why with all its many charming characteristics and qualities, a British accent is often used as a persuasive tool for branding and marketing communications.

   Whenever I start a new project I make sure I work closely with my clients to fully understand the brand, script, tone of the message and, most importantly, the audience. Because although a British accent is wonderfully versatile, it’s important to choose a voiceover whose accent suits the brand or video, so that it strikes a chord and resonates with your target market.   

7. Get the Perfect On-Hold Message

   Posted on 12:00pm Tuesday 26th Jun 2018

    

   According to a survey of more than 2,000 UK consumers, 68% of customers are on hold for longer than one minute and 73% would rather hear something other than beeps or a catchy jingle. So that leaves us with every business’s often forgotten secret tool— the on-hold message!

   We can all appreciate that customers would rather not be on-hold, but by making your message helpful you can improve your on-hold customer experiences and even inform and promote your business at the same time. All it takes is a simple script and the right voice to connect and resonate with your audience. Here’s how to get started.

   Identify your main message

   Firstly you might want to think about why your customers are calling. Are there any regular questions your customers ask that you could provide the answer to in an on-hold message? Are you running a special promotion that might create interest and sales?

   By starting with your overall goal you can create good quality on-hold messaging that will help keep your customers happy whilst promoting business.

   Prepare a script

   You don’t want your on-hold message to lack information or sound rushed—so winging the recording probably isn’t the best idea. Instead, once you have a list of the main points you want to address in your message, start to formulate a cohesive and concise script.

   Here are some examples of points you may want to address in your on-hold messaging

   Greet—Think of the full customer calling experience. Introduce your company when callers reach your on-hold message so that they know they have reached the right line.

               Example: “Thank you for calling AB Construction Ltd., our representatives will be with      you shortly”

   Assist—Often customers are calling because they can’t find the information they require elsewhere.  If you are aware of any frequently asked questions then you can address them in your on-hold message or direct them towards the answer. This will help to improve customer satisfaction.

               Example: “Our business hours are Monday through Friday, 9 am to 6 pm”

               “For service rates or to receive a quote, please visit our website ABConstruction.com”

   Promote—Once you have introduced your company, you can deliver promotional content that may be of interest to your customers. You can increase revenue through your on-hold messages by sharing information on current sales or promotions.

               Example: “For a limited time, we are offering a 15% discount to all customers who            schedule building or renovation work throughout June”

   Educate—While you have your customer’s attention, it is a great time to make them aware of other services you offer. Keep it light but helpful to show that you are a company that cares.

               Example: “Did you know we offer more than renovation and extension work? At AB          Construction we offer everything from new build construction to minor alterations, loft     conversions and even paving and servicing of patios and driveways. We’re always on hand to help you achieve the home you’ve always dreamed of.”

   Find the voice

   Lastly, you should think about giving your on-hold message the right voice. Many of your customers will be engaged with your on-hold message so the voice on the other end needs to represent your brand.

   In the UK, there has been an increasing trend for businesses to use regional accents and dialect in their on-hold marketing to best reflect their perceived values. Rather than selecting a neutral voice, companies may instead choose to deploy the regional accent which best resonates with their predominant audience. 

   Whichever style of voice you choose, your message should sound natural.  Remember it is spoken script, so try to write out the script the way you would talk.  Don’t overthink it. Be conversational and upbeat, and read it out loud to peers and colleagues to ensure it reads clearly and conveys the right message.

8. Choose the Right British Female Voice Over Talent

   Posted on 1:00pm Monday 14th May 2018

   As an experienced female voice over talent, I have spent many wonderful years working alongside many creative and magical clients, colleagues and peers in the voice over community, so I know that when it comes to finding a voiceover, there’s quite a pool of fellow creatives out there to choose from. But, being a sound engineer and an audio director—as well as being a voiceover—I know how very important it is to choose the right talent for the job.

   Voice talents give your company it’s sound. The right voice engages your audience and creates a long-lasting, positive link between your customers and your brand. That’s why it’s essential you use the most appropriate voice over talent right from the off.

   Here are a few tips on how to find the right British female voice over talent for your projects
   
   1. Match your voice over with your brand
   Think about the company’s brand and the social impact your products/services have on the audience. For example, if you are creating a training video for medical equipment or software then you’ll want to project an image of confidence, efficiency and compassion. However, if you are creating an advertisement for a household cleaning product then you’ll probably want to portray energy, positivity and friendliness. Before your search begins, think about how you want the voice of your company to come across.

   2. Listen to voice reels or examples of previous work
   An experienced VO should be able to send you example reels. It can be good to see if their previous work matches with your target demographic- that way you know you’re on the right lines and the voice could work well with your brand.

   

   3. Ask for a demo and test with your target audience
   Once you have made a pre-selection and have the demo reels, it can be a good idea to see how the voice resonates with your audience. If your target market is females aged 25-50 then a voice that fits this description is likely to have the most credibility.

   4. Think about longevity

   When you’re making your selection think about choosing a voice over who can represent your brand in the long run. Chopping and changing the voice over for each new video makes your brand incoherent, so perhaps choose a VO talent that is versatile to suit your future projects.
   
   

   My process of helping clients find and create fantastic audio

   As a British female voice over talent, sound engineer and audio director, I have worked with many local, regional, national and international clients, producing great audio content for a range of productions covering corporate videos, adverts, IVR messages and just about everything in-between.

   Check out my latest Corporate video voice-over created for SEEQA and their travel app:

   

   Here’s how I work with clients to understand their needs and produce magical audio content.
   
   1. To begin with, I offer a free consultation to understand the clients’ needs, which includes;
               i) ensuring my voice is an appropriate match to the client’s brand or service.
               ii) reviewing content and providing basic pointers—After spending my formative    years writing copy for L’Oreal, and now working as an audio director, I have many      year’s experience creating and editing interesting, engaging content.
               iii) I will provide basic demos to help the client with their selection process
               iv) and give advice and direction where needed

   2. Once my clients are happy with their final decision, 2-3 draft versions will be recorded and sent to the client for review.

   3. After the drafts are confirmed, a final version is recorded, edited and sent over in a preferred format.

9. The Power of the Female Voice

   Posted on 11:00am Thursday 3rd May 2018

   At a time when gender balance is a topic thoroughly in the spotlight throughout the media, I felt I would delve into the history of women in advertising and showcase the true power of the female voice.

   Advertising is a key part of our popular culture and having spent years writing and narrating copy for the likes of L'Oreal and YSL it make me reflect on just how far has the female voice come in this industry. Here I take a brief look back at the evolution of the female voice in advertising and note some of the reasons why a female Voice Over (VO) may be more suitable for your media campaigns.

   A history of women’s voice in advertising 

   Gender roles in our society have changed dramatically since the 1950s, and so too have our adverts. The progress that has been made in media concerning the portrayal of women and gender equality, mirrors how society has developed over the past 60 years. 

   In 1972, English author John Berger famously summed up the roles of men and women in media by stating, “Men act and women appear.”  It was often the case that women were simply in the frame to sell a product, but not to speak. This was supported by Jean Kilbourne’s 1979 documentary film series “Killing Us Softly” which shed further light on to gender bias in advertising.  Having produced periodic, in-depth research Killbourne noted that in most cases female actors were just used for their appearance to showcase the product and they were never given a voice, or at best only played a supporting role to the male lead. And when they did have a speaking part, either as a voice over actor (VOA) or even a leading on-screen role, it was only to sell products that were specifically targeted to women, such as skin-care and beauty products, or cleaning supplies.

   Where once men dominated 91% of voiceovers in the mid 70s, by 1998 that number had dropped to 80%, illustrating a growing, albeit steady, step toward gender parity. This was at a time when as women’s voices became louder off-screen, so too were their voices louder on-screen. Big name companies such as Apple and Nike were making big strides to closing the gender gap, and their attempts showed in their campaigns. Gender roles had changed from what they were in the 50’s and this was beginning to be reflected in the advertisements of this time.

   In the adverts of today, when you consider the voice over industry, gender awareness is now coming to the forefront. The way audiences consume media, and the audiences themselves, has changed significantly, and this has placed more scrutiny on the images and voices that represent, or fail to represent, them. Now female voice over artists are specifically hired to cover a wide range of gender-neutral products and services that were once exclusively covered by men, including the likes of cars, banks, airlines and technology.

   Since the time that TV and radio advertisements began, it’s long been held that a man’s voice somehow “cuts through” to the audience better than a woman’s, but now more than ever before, big industries are turning to the power of the female voice over to sell their products, and it’s proof that many of the adages no longer apply.

   Benefits of using a Female Voice Over?

   A Female Voice can Target a Wider Audience

   A study in the Journal of Advertising looking at the effects of male and female voices in ads, found that although the voice over gender didn’t matter for male-oriented or neutral products, the gender did matter for female oriented products. That means, that a female voice can be effective for male-associated products, but a male voice is rarely suitable for those targeting a female audience.

   The Trust Factor

   A feeling of trust can happen within an instant, even after just a single word is spoken in fact. Psychologist Phil McAleer produced a study with the University of Glasgow and found that female voices were considered the most trustworthy.  Because females tend to be the more nurturing gender by nature, their voices are generally softer, sound more compassionate, understanding, and overall less aggressive.  This is often why there’s now a very current trend for female voice overs to produce content for the likes of life or car insurance, banking and even car advertisements.

   The Unexpected can Generate a Response

   Historically, male voices have been chosen for male-dominated audiences and female voices for those containing more women. But, as I noted above, the trend for gender norms is changing for today’s society. By using a female voice in a typically male-dominated setting (and vice versa), this can give the audience an unexpected surprise and generate a greater response to the advertisement. 

   

   Having spent over 15 years working as a marketing, comms and PR writer as well as professional female voice over artist for various large companies and organisations, I have witnessed first-hand the rise of the female voice in TV and radio ads. I have written copy for adverts and press releases over the years and although there are great benefits for choosing a female voice for your campaigns, the bottom line is not always down to the gender of your VOA, but rather that you have a professional, experienced actor who reaches your target audience—this lends the ad more credibility, and therefore more persuasion. 

   Be persuasive with every element you have, visual and aural. 

10. Top 6 UK Audio Dramas to be checked out in 2018

    Posted on 2:00pm Wednesday 18th Apr 2018

    In recent years I’ve found myself becoming increasingly more excited by the resurgence of audio drama—I am a voice over artist after all!  Far from old-time radio dramas or those tired story tapes we had as children, this modern, on-the-go entertainment offers well produced, expertly acted, and downright addictive stories from the classic to the contemporary.

    Last year I played the part of Maria Thorpe in Audible Original Drama Northanger Abbey alongside the brilliantly talented Emma Thompson, Lily Cole and Eleanor Tomlinson. It was a wonderfully creative experience putting a new spin on an old classic, and only heightened my excitement for the future of audio dramas.

    

    Available to download and listen to almost instantly, audio dramas represent all flavours of fiction. What’s great is the infinite possibilities of the forms stories can take in this medium, particularly as the audio drama movement is only just beginning.

    If you are yet to get stuck into these fiction podcasts, here are a few of the top UK audio dramas I recommend you check out this year.

    1.    Black Eyed Girls—Katie Hims

    Winning BBC’s Best Audio Drama Series 2018, Katie Hims’ audio drama Black Eyed Girls is a beautifully touching, emotional story. This poignant drama follows the lives of separated twins who spend over 60 years searching for each other.  One of radios most cherished writers, Katie Hims has created yet another breath-taking script which has been accompanied with wonderful acting.

     2.    The Sky is Wider—Linda Marshall Griffiths

    Winner of the prestigious Best Single Drama award at the 2017 BBC Audio Drama Awards, The Sky is Wider explores the neurology and ethics surrounding the treatment of a patient with minimal consciousness.  Written by Linda Marshall Griffiths, it was developed in consultation with Professor of Cognitive and Computational Neuroscience, Anil Seth, to create a very current, stimulating and deeply moving radio play.

    

     3.    Dan Dare: The Audio Adventures— Andrew Sewell, B7 Media

    If you’re looking for a truly exciting series of sci-fi adventure then you just have to check out the adventures of Dan Dare. Under the expert direction of Andrew Sewell, this audio drama series shapes and transforms the original stories of this heroic action figure by bringing together a sensational script, an all-round electric cast (most notably Ed Stoppard as Dare, Heida Reed as Peabody and Geoff McGivern as Digby) and fabulous music (by Imram Ahmad) to deliver pure audio greatness.

     4.    Neverwhere—Neil Gaiman, adapted by Dirk Maggs

    Ok, so this adaptation may be a few years old now, but if you’re new to audio dramas it is a great story to start you off.  Neverwhere is a six-part dramatisation of Neil Gaiman’s best-selling novel, which follows the story of protagonist Richard Mayhew on a journey through ‘London Below’, a bizarre, and much more dangerous version of the real London we all know on the surface. Featuring an all-star cast including James McAvoy, Natalie Dormer, and Benedict Cumberbatch, this is not to be missed.

     5.    Midnight’s Children—Salman Rushdie, adapted by Ayeesha Menon

    Heralded as ‘radio drama of the year’, this is a fantastic serialisation of Salman Rushdie’s 1981 best-selling novel Midnight’s Children. The story follows the life of Saleem Sinai who was born on the stroke of midnight the day his subcontinent was partitioned by religion into India and Pakistan. Ayeesha Menon has created a dazzling dramatization of this realist masterpiece with a superb cast.

     6.    Life Lines—Al Smith

    This tense drama goes behind the scenes of an ambulance control centre where we’re introduced to ambulance call handler Carrie. Each time the phone rings it’s a matter of life or death. A truly gripping series, Life Lines conveys the story through a magnificent script and a cast that really captures the enormity of each phone call.