How many times have you seen the term “Announcer” or “ANNC” on a script? Hundreds? Thousands? Can’t count that high?

Copywriters write that term on virtually every script they create for voice actors. “V-O” is another interchangeable appellation they give to the person who’ll be performing their script and hopefully bringing their copy to life.

The fact is that the word “Announcer” (unless you’re announcing the arrival of a train on track 49, or reading the legal tag at the end of a spot) is really misleading.

Most of the time, the “Announcer” is telling a story. Even if it’s a sale for ABC Department Stores and they’re having a sale, it’s still a story. Even if it’s a supermarket spot loaded with prices and items, it’s still a story!

When actors see “Announcer” on a script, many unconsciously fall into an announcer-y type voice. It’s ironic that many times the script is accompanied by direction that calls for a “non-announcer-y announcer.” This is all so silly.

Here’s my suggestion and what I tell my students (I teach voice acting in Los Angeles):

Whenever you see the term “Announcer” on a script, cross it out.

Replace it with “Narrator” or “Storyteller” and read the copy like you’d read a story. Because that’s what you are — a storyteller! You might find that this changes and hopefully enhances your performance—and possibly gets you the job.

Good luck!

MARC CASHMAN, Creative Director of Cashman Commercials, creates and produces copy and music advertising for radio and television in Los Angeles, CA. Marc also writes the Ask The Voice Cat blog at Voices.com.