Voice-over voices

It’s not over until the boss is thrilled!

It’s not over until the boss is thrilled!

on 18.10.2009. | 12,293 views
It’s not over until the boss is thrilled!

written by: Nikola Klobučarić
“That was excellent, but let’s just do one more!”. I often, without being aware, utter this sentence when I record a voice-over actor in a studio. There is a long way from a script written on a sheet of paper to a finished radio spot…

… and everything begins something like this:
Hi guys,
Here is the text for the new radio spot:
“Huge discounts on the whole range of jackets and trousers. Jackets from 399.99 Kuna, and trousers from 199.99 Kuna” plus the usual ending.
Make a radio spot from this! I was not particularly inspired, but you’ll manage somehow. It should be 20 seconds long, and the first broadcast is tomorrow afternoon. Let me know when it’s done.
Thanks a lot!

Such orders excite me every time. I don’t even make an effort to ask questions such as, what kind of music or which voice-over actor would you like? Because, I know the answer in advance, and that is: “you know the best way to do it.” Actually, it is quite flattering to be trusted by clients, as free reign gives you the maximum creative freedom.  And then we roll up our sleeves and we get to work.

Advertisements have become a part of modern living, they are unavoidable on radio and television, and therefore it is not a surprise that famous household brands have become symbols of our culture. But, do we ever give thought to the structure of those messages that surround us every day? There are two basic functions that every radio advertisement should fulfil: referential (the function of informing) and conative (the function of persuasion). Sounds very simple? Well, it is not. The beginning of a radio advertisement, the first couple of words, could be compared with the headline of a newspaper. The task of the beginning of an advertisement is to draw attention of the listener, it should summarise the content of the message and it should have an impressive use of language.

Established advertising rules exist, not to suppress us, but to be broken. One advert will draw more attention than the other if it breaks conventional communication norms, which means it becomes more noticeable.  In the 90s, adverts with dramatic and theatrical beginnings became very popular. This style is still used today, where short introductory sketches can give the advert a satirical touch.

LUDENS THEATRE- a radio spot
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In addition to its verbal component, a radio message also contains auditory elements, music, sound effects, and other elements. The auditory ambience can conjure up the atmosphere of a radio spot.
In the radio spot for North Spirit, a voice-over actor plays the role of a commentator in a skiing competition.
NORTH SPIRIT – a radio spot
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Film trailers are a special treat in the production of radio spots. Almost every film production is usually lavish enough to afford music and different kinds of effects. Film dialogues are incorporated with a voice-over text in order to they bring the viewer closer to the atmosphere of a film.



BIG LEBOWSKI -  a radio spot
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A radio spot with a singing refrain. Those ditties, as we call them out of affection, have divided critics. There are those who are extreme fans of them and on the other hand, those who extremely hate this style.  The greatest downside of this style is that copyrighters with no musical background try to set too much of a text to music. The alternative to this approach is a combination of a text, which actors both read and sing, as you can hear in this radio spot for the Večernji List Scratch-and-Win game.


THE VEČERNJI LIST -  a radio spot
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The fact that an advertisement is broadcast in the media is of special importance. To hear a spot that you have made on the radio is a remarkable experience, and the author’s  greatest reward is when his or her work, done with great effort and reduced to 30 seconds of stereo sound on air, reaches  the listeners’ ears.

Written by: Nikola Klobučarić, a producer responsible for a number of radio advertisements


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