By Stephanie Ciccarelli
February 23, 2007
Getting tired of seeing "announcer" everywhere you turn?
So's Marc Cashman!
Read his solution to this problem here.
How many times have you seen the term â€œAnnouncerâ€ or â€œANNCâ€ on a script? Hundreds? Thousands? Canâ€™t count that high?
Copywriters write that term on virtually every script they create for voice actors. â€œV-Oâ€ is another interchangeable appellation they give to the person whoâ€™ll be performing their script and hopefully bringing their copy to life.
The fact is that the word â€œAnnouncerâ€ (unless youâ€™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 â€œAnnouncerâ€ is telling a story. Even if itâ€™s a sale for ABC Department Stores and theyâ€™re having a sale, itâ€™s still a story. Even if itâ€™s a supermarket spot loaded with prices and items, itâ€™s still a story!
When actors see â€œAnnouncerâ€ on a script, many unconsciously fall into an announcer-y type voice. Itâ€™s ironic that many times the script is accompanied by direction that calls for a â€œnon-announcer-y announcer.â€ This is all so silly.
Hereâ€™s my suggestion and what I tell my students (I teach voice acting in Los Angeles):
Whenever you see the term â€œAnnouncerâ€ on a script, cross it out.
Replace it with â€œNarratorâ€ or â€œStorytellerâ€ and read the copy like youâ€™d read a story. Because thatâ€™s what you are â€” a storyteller! You might find that this changes and hopefully enhances your performanceâ€”and possibly gets you the job.
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
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