Gary Owens fans and ear cupping announcers, rejoice!. Just when you thought for certain that the styling of the Announcer voice had packed its bags for good, the cyclical nature of advertising trends makes another revolution in the direction of the big, authoritative voice you grew up with.
Are the Guys and Girls Next Door moving to another neighborhood? J. Michael Collins gives some compelling evidence for why the Announcer is back in the building and about to take the microphone.
Are you hearing the rumblings?
Be sure to add your voice to the conversation now!
Did The Announcer Really Leave The Building?
For all of the hype around what’s known as the Real Person voice, the tides may be turning toward the voice of the Announcer, a voice that while still in demand has suffered a decrease in use over the past decade.
Aside from it simply being “time” for a change, there is more going on than meets the eye in terms of which generation has the buying power and who’ll they’ll be most likely to listen to when making a purchase.
The Revolving Door of Advertising
In a recent article on Voice Over Times, Death of the Announcer: Why It Has Been Greatly Exaggerated, J. Michael Collins astutely notes and supports what he sees to be a coming changing of the guard, especially for voice overs, in advertising.
The Announcer, it would seem, is due for a comeback!
Collins raises many valid points in favor of the Announcer and cites economic reasons for why the “chipper, upbeat, conversational, hip, genuine and, ‘real,'” voices are not as persuasive as they have been or continue to appear to be.
Generally speaking, the people the voices outlined above are aimed toward, those being men and women aged around 18-30 respectively, do not have the buying power (or willingness to part with their money) of those slightly more senior in age and therefore the voice selling to demographics other than young adults may be falling on deaf ears.
What Do You Think?
Who do you listen to? Have you seen an increase in the need for or use of the Announcer?
Looking forward to hearing from you!