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One of the latest trends in commercial advertising, in companies big or small, is animation. The use of cartoons in advertising was immensely popular during the 1960s, and you could very well say, what's old is new again. Animated characters make commercials memorable, eye-catching and get people guessing as to whose voices are used in the production.
While there are only a few options for the types of animation available, the possibilities for what can be created, concepts explored, the message given and the kind of voices that bring the cartoon characters to life are endless.
What type of businesses use cartoon voices?
Businesses that want to draw in the younger demographic, businesses who are re-branding their image, and visionaries looking to push the envelope to create a heightened sense of reality.
Stop and think about commercials you've seen that were animated.
How did they make you feel? What do you remember about the animation, the voices and what was being said?
Many animated commercials include characters that reoccur in advertising campaigns that brand a product, like Kellogg's Rice Krispies with Snap, Crackle and Pop. Think also about the popularity of Nasonex's infamous bee with the latino accent or Smokey the Bear in public service announcements reminding people that "Only you can prevent forest fires".
These animated ambassadors represent brands and also communicate with their audiences on a different, cozier level than a talking head ever could. Cartoon characters are non-threatening and possess a cultivated genuineness that comes across well without appearing contrived, a bonus for companies that want to establish relationships on a more personal level with their customers on a large scale.
How is this process achieved?
You'll need to work with a good animator or team of animators. Working with a good copywriter is also advised, taking care to work with someone who specializes in writing for commercials and animation. Lastly, you'll need to find the perfect voice for your characters and choose well, because those are the voices that will connect on a primal level with your viewers.
Want another great reason to make an animated commercial?
They're cheaper to make than traditional on-camera ads that employ an entire production crew complete with actors on-camera. Once you get yourself rolling with people who can animate, script and give voice to your characters, the sky is the limit and you've got nowhere to go but up!
Stephanie Ciccarelli is the Vice President of Marketing and co-founder of Voices.com, the voice over marketplace. A vocal major and graduate from the Don Wright Faculty of Music at the University of Western Ontario, Stephanie is able to translate years of classical music training, theory and performance into practical applications within the voice over industry. Specializing in public relation and copy writing, her presence and persona embody the Voices.com brand through partner sites like PodcastingVoiceTalent.com.
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