The Long Term Impact On Ad Appeal

The study can be described as a brain scan.  This was done with 200 people as subjects watching TV advertisements.  It’s an example of neuromarketing to see how respondents’ brains engage in long-term memory encoding while watching these ads.  Neuro-Insight, a neuromarketing company composed of world leaders in neuroscience-based market research, conducted the study and was able to establish themes that made for effective TV ads because they made a longer impression on their audiences.  

Based on the data collected and as seen on the graph, the scientific, fact-based, informational approach made the least impression on audiences.  The use of real people and real-life stories and keeping the focus on human emotion and humor is seen to be effective.  Telling a story and touching on our emotions are a good way to focus ads, which would explain why a lot of voice over directions ask for keeping the tone natural and light, fun and bright.  Ads don’t go for the hard sell anymore, as audiences tend to file that in their short-term memory, and once it’s gone, it’s gone from their heads for good.  Ads want to be something people can relate to, so they remember their thoughts and the way the ad made them feel while watching it and will be more inclined towards your product or your brand.  Advertising agencies would then be looking for voice actors who can deliver that.

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Voice over coaching does cover how to sound natural during reads in the different voice over forms, such as retail and promo, announcer reads, and character, because as we all know, even if voice talents are reading for a character and altering their voice, they still have to sound natural reading their lines so audiences can relate to them.

How long did it take you before you got to sounding natural and relaxed in your voice over reads?