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VOICE ACTING Is The 'Announcer Voice' Really Dead? Nope, Not For Older Generations With Buying Power... October 30, 2015  By Rick LanceVoice Actor The 'Announcer Voice' - that sales-pitchy "voice of God" style that was so popular years ago - is no longer the norm in voice over. But is it really dead? Well, yes and no. While there is undeniable evidence that the announcer voice is used less and less frequently, there are some interesting factors at play about why this is happening and what the future holds for this traditional style of VO. Let’s look first at why this style of voice over is declining. CONFIDENT, SELF-ASSURED In the past, the announcer voice was valued for its confident, self-assured style that could sell just about anything. Now, however, audiences - and especially those in the coveted 18-30 demographic - don’t want to be sold to. They want to be talked to, and they want it in a non-salesy, conversational manner. The announcer voice smacks of corporate dominance, and for millennials, this is a huge turn-off. Because of this, there has been a move to voice overs that are more conversational in nature. The conversational style is much more appealing to younger generations, which is who the majority of advertisers are trying to reach. BUT LOOK WHO'S BUYING ... Again, though, the question is raised - is the announcer voice dead? While some may argue that it’s dying, it’s not quite dead yet. There’s still a large segment of society that appreciates and responds to the announcer style in advertising. And, more importantly, it’s the older generations who value this style that have the buying power right now in America. Millennials are more unemployed and underemployed than ever; they have less money and are more reluctant to spend what they do have. Data like this is what marketing strategists take note of, which may ultimately change the way they communicate with consumers. And once this happens, it won’t be too surprising if we see a return in the familiar confidence of announcer style voice over.  -------------------- ABOUT RICK
Rick Lance has been working as a voice talent since 1993,
transitioning from singing demos and personal projects in Nashville’s
music business to voicing hundreds of commercials, then promos,
narrations, character voices and more. His vocal style is described as
Americana, the voice of the Heartland. He
is currently the voice (narrator) of three hunting programs and one
outdoor program on the Sportsman Channel and the Outdoor Channel. His
client list includes Toyota, Harley Davidson, Sony Entertainment, Coca
Cola, Life Care Centers of America, John Deere, Jordan Outdoor
Enterprises and Sacred Seasons II.
He
has also become a leading voice for the industries of construction,
manufacturing, energy production, trucking, agriculture/equine, outdoor
sports, travel, community banking, finance and health care. And he is
a colorful voice for film, television, museum and corporate
documentaries. "I’m lucky to be working within my
comfort zone," he says, "literally living out my voice acting life as an
outdoorsman, horseman, weekend cowboy and working man, gentleman farmer
on my six acre mini ranch with my horses, dogs, cats and my wife near
Nashville.” Email: rick@ricklancestudio.com
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But, where do you get the data to suggest: "There’s still a large segment of society that appreciates and responds to the announcer style in advertising."
If you're trying to market long-term care or a reverse mortgage, who are you going to listen to? Fred Thompson, Henry Winkler, William Devane or, Don Pardo?
Have you seen a study to suggest that older folks "appreciate" an "announcer style"? Or, are you referencing the economic facts, older generations have "buying power" and millenials less so. Which can be argued whose "buying power" is more lucrative. Millennials have another 50 or so years to be "brand loyal", establishing households, buying furniture, cars, and rearing kiddos. While the "older folks" have 20 or so years to plan for some comfort in retirement, along with long-term provision for themselves and spouses.
"The announcer voice" is probably most represented in radio - and specifically "radio imaging" (and bad, local DJs - where they even exist anymore). Imagine if Coke used radio imaging as a model for their VO. (Say this with a growl) "More calories than a field of cane sugar...COKE."
I think some people have a polished "delivery" (news anchors) and some people have rich character and resonance in their voices. It's when those with character and resonance figure "it" out that they'll be over-the-top in demand. But, the announcer voice - so "last century"...