Voice over is an effective tool in advertising communication and is implemented widely in TV, radio, and web advertising. Using multilingual voice-over recording of the same video to distribute internationally considerably reduces video production costs while controlling the overall message and tone. Not only that, but research has shown that adding voice-over to a marketing video can boost its credibility and effectiveness. It is more practical and simpler for viewers to follow than subtitling, particularly when it comes to material where extensive subtitling can become tedious. A well done voiceover improves storytelling, understanding, and user experience, making it an impactful solution for today’s global market.
Multilingual voice-over projects consist of several stages. The first is time marking the script so that it is clear to the voice studio when and how long each recording should appear in the project. Once this is done, the script will be translated or transcreated to the target language and recorded at a professional studio. It should fit naturally into the space and time available and conform to cultural norms. The voice artists will be selected based on the clients needs and character profiles. Once the project is complete, it will be delivered in the agreed format.
When the voice-over complements on-screen visuals, timing and synchronisation are crucial and require the timed script. If it should convey a message, this should be clear and direct. Even simple voice-over of taglines have been shown to improve perception. By translating or transcreating the master script, voice-over recordings can be used to localise videos for new markets and create a truly global marketing campaign.
Some important aspects to consider for a successful voice-over:
When the voice-over compliments on-screen visuals campaign are expressivity, good diction, a clear and concise message, speed adjusted to the context, and a well done recording that is without external interference. Clarity and tone of voice and accents should also be taken into consideration during voice-over casting. Credibility of the voice varies in different markets and is a key factor in localisation, as voice perception is dependent on the market. Using a celebrity or well-known voice can be a quick but expensive way to garner instant credibility. Brands often retain one voice over actor over an extended period of time, making them the voice of the brand.
Studying market responsiveness to different voices is a necessary prerequisite to investing in a particular actor. After receiving a brief outlining the desirable qualities of the voice-over artist, such as gender, age, language, tone, accent, and style, voice samples from a range of suitable voice-over artists are provided along with their associated costs. A more specific brief comprised of specific artist requirements, a script, and reference video, will promote a better outcome in the voice-over casting. Industry specific vocabulary, unusual names, and acronyms or abbreviations should be included here so that the final recording is free of error.
Accomplished casting agencies will have a large pool of voice-over artists, and are able to deliver content in various languages, local dialects, and linguistic styles, regardless of age or gender. They will also collaborate with leading voice-over talent agencies to offer optimised solutions for any need, no matter how unique. Voice-over production services are flexible - meaning, they can be carried out locally in the presence of the client, or internationally via a video calling service. The servicer should not only have knowledge of the language, but also understand the culture and local standards and nuances of the target audience.
Professional post-production will be administered to the voice-over recording to offer the highest and clearest voice over quality. Pops, crackles, breaths, and unwanted background noises will be removed using top audio editing software. During this stage, additional sound effects or background music can be added to elevate the marketing message. Audio can be essential to evoking an emotional link and should not be overlooked. The final recording will then be mastered, encoded, and delivered in an easy-to-use file format.
The objective of voice-over production should be to deliver a strong, targeted voice-over that provides a distinctive profile for your viewers to engage with and reinforces your brand. The optimal voice will be one that best communicates the feeling you want to evoke in your target audience. The production team should work closely with the client to oversee the translation, adaptation, casting, and recording of the project to ensure the best workflow, efficiency, and accuracy. This saves time and money and guarantees that the project preserves the client’s core intentions. Localising content with a well done voice-over will also increase its appeal by providing a more meaningful and relatable context, increasing brand recognition and sales. It is therefore a critical component for any company wanting to expand and thrive globally.
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