Advertisements (intro)

In this section I'll be looking into advertisements.
I'll be looking at different types of radio adverts, analysing them as well as providing audio files of my own experimentation with them and feedback provided by my tutor and peers.

Type of Advertisements

When listening to the radio we will often hear a number of different ads play during the break of the main broadcast. Just like on T.V there are many different types of ads, their aim is to convince the listeners to do something through their advertisement. The most commonly used radio ads are ‘Live reads’ and ‘Produced spots’. 

Live reads are when the host of a radio show, the ‘DJ’ will read an advertisers spot while they are on air, this will be delivered from a fact sheet, script or their own personal knowledge. 

Produced spots are the most common on radio. Most adverts you hear will be produced spots, this means that the radio station or an advertising agency will have recorded it for the client in question. These adverts format will include, a straight read that includes sound effects or background music, dialogue, monologue (this means that the voice actor will portray a character in the ad rather than being an an announcer), jingles and a combination of these different steps.

As a Voice Actor you are more likely to be working on Produced Spot ads.

Link to Adverts: Voice Over Script Collection

The linked Document provides a number of different adverts that, allows professional actors/audio actors as well as novices to the profession, to use and record the scripts for free. As a beginner looking at these adverts and trying them out is a useful way to develop your abilities, exploring different types of audio as well as looking at how soon-effects and music can effect and advert.

It can also help you develop and start creating a show-reel to send off to casting directors. An Audio reel is something that will help in showing a casting director your skills and range.

If you just provide a C.V then it is likely they'll skip you over without offering the part or an audition because they can't take a risk on you having the voice they require.

The companies who create these ads, need to make sure they make the right choice in vocal talent because they have been hired by a company to create this ad for them, they have been entrusted by a company to create and produce their radio campaign and select and pay for it to be played on a radio station. If they were to choose a novice with no vocal-reel to perform the advert it could be a disaster because their is no security with that choice, this would make them lose the faith and trust given to them by their employers.

As an Audio-Actor having a show/audio-reel allows them to listen to your vocal talent, hearing your range as well as see if you have the kind of vocals their looking for in order to offer you the ad or an audition for it.

Format, breaking down and analysing a script for Radio Adverts

The Above Script is for a radio ad. The type of Ad is for Retail.

The format for this script has the directions for the vocals and sound effects to be used within the advert with the script below.

Unlike Radio Drama's or Storybooks, Radio adverts are short, the reason is because they need to capture their target market from the get go and they need to keep their attention through their use of language and sound.

The Script above informs you of the desired or intended, Gender of the character. The estimated length of the advert, the target market, the character in the ad/narrator, Vocal direction for the advert, suggested music for the advert as well as recommendations for sound effects.

Usually audition scripts will provide some information into what they want, such as, gender, Target market and direction on vocals.

Before recording a script yourself or auditioning you must take in as many details as possible to ensure the best performance.

When rehearsing and recording scripts to develop, experiment and add to a show-reel you'll have more time to look over them.

Va-Voom Shampoo

The first thing to note about this script is gender. The gender indicates whether a male or female can do the part, this is one of the first things I suggest you look at, because if you are male and the ad specifies female then it's best for you not to look at it.

This script does state Male or Female however looking at further information given the character/narrator is described as a youthful woman, mid twenties. This would suggest that female should perform the part or is more suited to it. 

You also have to look at the target market 'Women in their twenties and thirties' - this is for a shampoo ad for this target market. When working out your vocals you have to figure out exactly how you should sound in order to appeal to your target market while still keeping to the direction given.

Vocal Direction - Bubbly, confidence, energy, authoritative. This is the vocal direction given for the advert.

Taking this direction you apply it to your vocals, using various elements such as 

- Pitch (the quality of the sound, how high or low your voice is or if it's rising)

- Intonation - the rise and fall of your voice, 

- Tone- the emotion of the speaker, how do you feel, are you friendly, are you serious ext. 

- Volume - how loud or quiet are you

- Accent - do they have a specific accent required, can you do that accent? if not what kind of accent could you do or try out?

- Age - how old is the character, this may be provided on the script given, however it could be left ambiguous

- projection - in what way will you project your voice for it to travel. 

- Rhythm, what kind of rhythm will you go for, slow? quick? or steady,will the rhythm change within the ad? 

What are the key points within the advert? It's a Shampoo advert, the title of the shampoo itself is one of the most important points 'need some  Va-va-va-voom?

What other points could you emphasise to enhance the performance 

Va-Voom (own Vocals)

In this take of mine, I put of emphasis on words such as 'It's not your ordinary, run of the mill', this suggests that there is something special about this shampoo, it does something that other shampoos don't. 

'it gives you the confidence' - confidence has some emphasis put onto it as it is a selling point for the product. It's a shampoo that gives you confidence in how you look and makes your feel great.

'power and endurance' - emphasising selling points of the shampoo, suggesting it's strong and lasts unlike ordinary shampoo.

'why use your old shampoo?' - rise in pitch helps draw attention to that line as they question the listener, asking them why continue trying with their old shampoo when this Va-Va-Va-Voom shampoo can help/protect their hair so much better.

Auditions

During our session with industry professional Peter Greenall, he mentioned that when going to an audition you get very little time to prepare (5 minuets) so you have to be able to break down scripts quickly. you can improve your ability in this simply by analysing and breaking down scripts for practice.