When reading copy for advertising, a voice over artist encounters more than their fair share of acrobatics, especially when there’s too much copy crammed into a designated time slot that doesn’t take to accommodating natural phrasing.
Has technology helped you to beat the clock?
Squeezing vowels, clipping consonants, and running the gauntlet like an olympian going for the gold… that’s what a voice artist faces when recording tightly packaged ad copy.
As you know, advertisements are read at a speed that is rather unnatural, and sometimes it’s easy to question the effectiveness of a message that is difficult to take in under such unusual parameters. However, since society is used to a faster pace and this style isn’t going away any time soon, I thought I’d better ask…
How Do You Come In Under The Wire?
à¹ Edit the commercial slightly on your own and hope that the writer doesn’t mind
à¹ Negotiate with the writer / client to rephrase or remove words for better flow
à¹ Throw yourself in anyway and go full steam ahead hoping for the best
à¹ Pace the rhythm, going slower in some instances, faster in others to make up the time
à¹ Use some slick editing moves on your software of choice to squeak through
What’s Your Word Wrangling Style? Any Stories to Share?
Looking forward to hearing from you! Leave a comment 🙂