23/10/2017Multimedia & E-Learning
Talking point: how to produce a great corporate voice-over
These days, companies of all shapes and sizes are using voiceovers to bring credibility, closeness and a human touch to their corporate communications materials.
From explainer videos to digital Christmas cards, a “real” voice can speak louder and more convincingly than dense blocks of text. Voiceovers can help connect businesses with their target audiences by reaching out and engaging them in a conversation. What’s more, they bring countless possibilities for multilingual adaptation of prime content. So, if you’re looking to give your product or service a voice, here are a few tips to help you make the most of this powerful medium:
1. Be authentic
It’s crucial to use native professionals in your destination language at all stages of the voiceover production process. From script translation and adaptation, to recording and editing, native speakers add credibility and help avoid cultural faux-pas – which can earn you notoriety for all the wrong reasons.
2. Go with the pros
Everyone’s neighbour’s hairdresser’s dog-next-door knows someone who has a great radio voice. Cutting corners spells disaster in the long run. A reputable voiceover partner can save you time, money and headaches: they’ll work with you to find the right pitch and tone, provide a casting of voiceover professionals, perform or check translations, guide you on rates and rights, and ensure that nothing gets accidentally snipped in the final edit.
3. Keep it short and sweet
A voiceover should enhance an image, not compete with other elements. Give the viewer (and the voiceover artist) time to breathe and absorb the information. If you’re using various languages, bear in mind that some (e.g. German) take more time to read than others (e.g. English). Online read-aloud tools can help you accurately gauge how much room you’ve got.
4. Devil is in the detail
Most major languages have national and regional variations. Make sure your voiceover geographically fits your target, and if in doubt, go neutral – by asking your voiceover agency to provide international versions of your chosen language. Steer clear of slang and jokes, and take into account formal language use. A classic example, is the use of “you” when addressing someone in Spanish: “usted” is commonly used in Latin America and the Canary Islands, while mainland Spain and the Balearics use the “tu” form in certain contexts. Once again, working with experienced professionals will help you tick the right boxes.
Let your inner voice shine…
With a little creativity, planning and professional support, voiceovers can breathe life into your project, product or service. Why not get your company’s voice heard today?
If you would like further advice on how to reach a wider audience with your multimedia content, in the most professional and effective ways, contact us.
*You can read the complete article by CPSL here.
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