From social platforms to radio stations and terrestrial TV, our media is pretty saturated with ads. So how can you make your commercial stand out?
There is one surprising way that’s proven to be successful and that is using a deep voice in your voice overs.
Whether it’s the rich baritone of a man introducing you to the benefits of a family sedan or the low-pitched voice of a woman exuding confidence and comfort as she highlights the latest in luxury home living we tend to believe the words delivered in deeper tones.
In fact, studies have shown that a deep voice isn’t just more attractive to both men and women, but can also suggest a higher social status and a great level of reliability.
So, what exactly is the draw of a deep voice? And can someone who sounds gruff or super-serious really make your ad shine?
Let’s explore 5 ways that a deep voice can be the reason your commercial stands out and succeeds.
One of the first reasons a deep voice can make your commercial stand out is the fact that it conveys power.
In a study conducted by Penn State, having a deeper voice pitch made individual men sound more powerful and prestigious, and women more trustworthy.
There are anthropological reasons for this. In a throwback to our cave-dwelling days, a deep male voice correlated with larger body size and strength.
This basically meant you had a greater chance of survival if you had a guttural-sounding guy in your corner.
When it came to women, those with higher-pitched voices were perceived as more flirtatious and, as such, a threat to existing social networks.
On the other hand, the deeper-voiced Neander-gals were trusted with each other’s mates and so considered valuable team players.
This continues to be the case today.
The study noted that both men and women considered an individual with a lower-pitch voice as a better bet for a long-term relationship such as marriage.
But what has that got to do with advertising? Well, simply this – being perceived as dependable is crucial in getting more eyeballs on your ad.
Consumers are more likely to engage with your commercial – and the product or service you’re promoting – if they believe they can trust what you’re saying.
Minnie might love Mickey but few would equate his squeaky-mouse voice with that of a romantic hero.
For most of us, the men who make our knees weak have bass-baritone voices that rumble up from their chests.
Again, according to science, this sound is linked to higher testosterone levels and greater virility, both of which are said to convey sexiness.
That’s one of the reasons that male voice talents with rich, resonating tones have been used in commercials for men’s body care products, to such an extent that the long-standing Old Spice brand went so far as to parody it with this fantastically fun advert below.
Alongside power, trustworthiness, and sexiness, a deep voice can convey confidence – another crucial element in the success of any commercial.
Confident people tend to have a more relaxed lower pitch.
There’s a physiological reason for this: your vocal cords loosen up when you deepen and slow down your voice.
This, in turn, makes it easier to speak with a natural, easy resonance that commands attention and can make the speaker appear they have more poise.
Just think of actors such as James Earl Jones (famed as the voice of Star Wars’ baddie, Darth Vadar), Alan Rickman, or Lauren Bacall. Their deep voices channel a don’t-mess-with-me-attitude that a more shrill vocal delivery could never do.
When these actors speak, you sit up, pay attention, and accept what they’re saying as the real deal.
The art of persuasion in advertising has typically meant appealing to consumers’ needs and desires.
And while no one is disputing this, it turns out releasing your inner Barry White can also persuade consumers to opt for your product or service.
In one study carried out by the University of Illinois researchers discovered that in a debate about which equipment would be most essential after a crash landing on the moon, speakers whose voices deepened during the discussion were more likely to convince the others of their suggestions.
Even the folk who had naturally higher voices ended up being more persuasive when they took them down a notch or five!
And, they were also rated as more influential by participants who were just observing the debate.
American voice actor David B.
A final reason that a voice actor with a deep speaking voice could help your commercial stand out is simply because deeper voices are generally associated with competence and wisdom.
It’s one of the reasons that baritone politicians tend to win more votes, and why some leaders in history (Margaret Thatcher, we’re looking at you), went through months of voice training to deepen the sound of their speaking voice.
From a cultural standpoint, the association of wisdom with a rich, resonant voice does make sense.
Older individuals tend to be considered wiser than younger folk.
As voices tend to become lower and, in many cases, deeper, as we age, it’s understandable, then, that we’d connect deeper voices with these beliefs around becoming wiser in our advancing years.
There’s a comfort in that wisdom, which is often why deep, rugged voices are used in commercials for well-aged whiskey; the smoky sound conjures up ideas around heritage and nostalgia while implying the drinking experience will be as rich as the voice you’re hearing.
Here’s a fine example of this with our very own David B.
It’s also one of the reasons you may find more mature-sounding, calming voices in medical ads – Having the assurance of the voice artists’ perceived wisdom woven through the information that’s being imparted is encouraging to the listener.
Overall, using a deep, sonorous voice can work wonders to put your commercial in the spotlight. At the same time, the voice must fit with the service or product you’re offering. In some cases, a lighter, breathier voice might be a better match for your product.
To hire the perfect deep voice for your creative project, simply post your project on our online platform. Make sure you request custom auditions based on your script (it’s free!) to really hone in on the voice that’s right for your brand and message.
Or if you need help casting the right talent for you, drop us a line and we’ll be happy to help!
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