0737 – Political Voiceovers: Lead Ins and Pay Offs

2023.01.07 – 0737 – Political Voiceovers: Lead Ins and Pay Offs

Ads of either style often start with a question, another rhetorical device that gets the listener to ‘fill the vacuum’ with an answer:

·        “Would you trust Tracey Garcia with your money?”

·        “We gave this man the keys to the Governor’s House … do you know what he gave us in return?”

·        “Just why should you trust Camila Haufman…?”

As we saw before, using a lead-in sentence may help you get into the right ‘tone zone’. That’s a short phrase that you say to yourself or aloud, before you start recording the script, that the first line can ‘react to’:

·        You think: “You want to know how truthful I think they are? Well, let me ask you…”

o  Then you record: “Would you trust Tracey Garcia wi th your money?”

·        You think: “Some people are going to give him a second term…”

o  Then you record: ““We gave this man the keys to the Governor’s House … do you know what he gave us in return?”

·        You think: “People say all politicians are the same, and that’s a very good point…”

o  Then you record: ““Just why should you trust Camila Haufman…?”

And the style of these ads often dictates that they end with a pay-off tag-line:

·        “Vote for Zippy Verlezza”

·        “The man you can trust”

·        “The strong voice for our state”

You really need to land these strong statements to give the ad a sense of finality, with a downward intonation to give certainty, rather than doubtful questioning. 

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