The VO Trick? Make Declaratives.
Delcarative definition: serving to declare, make known, or explain.
Throughout your commercial VO copy - in most lists, and at most natural beats - deliver each phrase or line in the copy as a declarative. Make definitive statements.
In commercial copy, you are the authoritative voice. You are in the know. There is no question in your mind that what you’re saying or telling the listener is a fact – a statement. Deliver your VO read this way.
Watch and listen to the VO in this Autozone commercial, produced by McCrary Productions, Inc.
(Commercial Script and Video Credit to AutoZone and McCrary Productions, Inc.)
Delcarative definition: serving to declare, make known, or explain.
Throughout your commercial VO copy - in most lists, and at most natural beats - deliver each phrase or line in the copy as a declarative. Make definitive statements.
In commercial copy, you are the authoritative voice. You are in the know. There is no question in your mind that what you’re saying or telling the listener is a fact – a statement. Deliver your VO read this way.
Watch and listen to the VO in this Autozone commercial, produced by McCrary Productions, Inc.
(Commercial Script and Video Credit to AutoZone and McCrary Productions, Inc.)
Caveat - As with everything, there are exceptions to the rule, but following this "Delcarative" technique as your default will put you in a great place to start with your VO. You can always adjust from this point when directed.
AUDIO EXAMPLES - CORRECT & INCORRECT VO DELIVERY
Look at the corresponding script below, then listen to the incorrect way to deliver the copy, as an example of what not to do. Then listen to the clip of the original VO, for the correct way to deliver the copy.
VO SCRIPT:
Show it off, America. Show off that alternator you replaced. Show off the battery. The break job. The rebuilt 454. You did it. There are a lot of places you can go to do it yourself, but there’s only one place that can help you do it right. AutoZone. Because even the pros know - parts are just part of what we do. We have the advice, the instructions, we even loan tools. So show it off, America. You did it right. Get in the zone. AutoZone.
AUDIO EXAMPLES - CORRECT & INCORRECT VO DELIVERY
Look at the corresponding script below, then listen to the incorrect way to deliver the copy, as an example of what not to do. Then listen to the clip of the original VO, for the correct way to deliver the copy.
VO SCRIPT:
Show it off, America. Show off that alternator you replaced. Show off the battery. The break job. The rebuilt 454. You did it. There are a lot of places you can go to do it yourself, but there’s only one place that can help you do it right. AutoZone. Because even the pros know - parts are just part of what we do. We have the advice, the instructions, we even loan tools. So show it off, America. You did it right. Get in the zone. AutoZone.
Many new VO artists will deliver a list of items somewhat grouped together, without making each item in the list an isolated declaritive statement. Listen to the incorrect delivery and compare it to the more declarative delivery. The correct VO delivers each item in the list as if they're individual sentences and definite statements.
VO: Show off the battery. The break job. The rebuilt 454.
VO: Show off the battery. The break job. The rebuilt 454.
Also, many new VO Talent will deliver a line as a question, as if they're uncertain and they're questioning what they're saying.
Remember, as the Voice of the commercial, you’re the authority. There is no question in your mind that what you’re saying or telling the listener is a fact – a statement. You're certain. You know. Deliver your lines as definitive statements.
Listen to the first line in the following Incorrect VO Line Delivery. Compare it to the correct delivery, where each line in the sentence is delivered as a declartive statment.
VO: There are a lot of places you can go to do it yourself, but there’s only one place that can help you do it right. AutoZone.
Remember, as the Voice of the commercial, you’re the authority. There is no question in your mind that what you’re saying or telling the listener is a fact – a statement. You're certain. You know. Deliver your lines as definitive statements.
Listen to the first line in the following Incorrect VO Line Delivery. Compare it to the correct delivery, where each line in the sentence is delivered as a declartive statment.
VO: There are a lot of places you can go to do it yourself, but there’s only one place that can help you do it right. AutoZone.
Here's another example of an incorrect "question" VO Delivery of a line. Compare it to the correct declarative VO delivery.
VO: Because even the pros know - parts are just part of what we do.
VO: Because even the pros know - parts are just part of what we do.
Here's another example of an incorrect "question" VO Delivery of a list. Listen to the incorrect "up speak" at the end of each word within the list. Compare it to the correct declarative VO delivery of each of the lines in the list.
VO: We have the advice, the instructions, we even loan tools.
VO: We have the advice, the instructions, we even loan tools.
Now that you know, give it a go! Try voicing this, or any other script with Declarative Statements.
To learn and practice this Voiceover technique, along with many other VO skills, contact A Plus Voice Overs and enroll in a Voice Acting Class today!
To learn and practice this Voiceover technique, along with many other VO skills, contact A Plus Voice Overs and enroll in a Voice Acting Class today!
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