Spoken across every time zone and in countless dialects—the English language is one of a kind.
It's difficult to accurately state how many people speak English as a mother tongue because reports differ too wildly. But a conservative estimate shows nearly 2 billion people speak English worldwide, either natively or as a second (or third) language. That's over a quarter of the world's population!
So, of course, creating a marketing or advertising campaign in English is a no-brainer. To reach so many consumers in one fell swoop seems like an easy decision.
And yet, with so many different versions of English, which is the priority accent or dialect for the voice-over?
Many would argue that recording a “neutral” accent would appeal to the largest common denominator, but before charging ahead in that direction, let's think some things through.
Choosing a specific accent instead of selecting a 'neutral' accent (or attempting to choose no accent at all, which is nearly impossible, by the way) can alter a consumer's perception about a brand before their brain even recognizes the message.
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An “accent can trigger social categorization in a prompt, automatic, and occasionally unconscious manner,” Ze Wang of the University of Central Florida states in a BBC article from March 2018. The accent your campaign chooses can alter people's perceptions about your brand and cause them to make unconscious assumptions about things like educational level and even family life.
The same March 2018 BBC article states that some accents in the UK are perceived as more trustworthy than others. And yet, depending on where you're advertising and what you're looking to accomplish, one accent may be a strong marketing choice in one region and not a great choice in another.
It comes down to this: an accent sets the tone for the advertisement.
It connects with the consumer on a subconscious level, transports them to somewhere new, or makes them feel at home instantly.
Hearing a specific type of voice will cause the listener to make assumptions about a brand, even before they've processed the message they're hearing.
Act Locally
One option is to choose a local accent, e.g. a regional Northern English accent in the UK. Selecting a voice actor who speaks with an accent native to your advertising area will help you get on the same wavelength as the local people listening.
It's a great way to ingratiate yourself into the community, and studies show that people are more ready to trust someone that sounds like them.
The study mentioned above discovered that it was much easier for a listener to trust someone with an accent like them. In contrast, someone with an “outsider” accent would have to speak firmly and with confidence to even begin to win over someone's trust.
Perhaps this isn't shocking. It's simply indicative of our human tribal mentality – we more readily trust what we know.
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An advertising campaign that takes the time to research how people speak at a local level and hire a voice-over artist that sounds the same is sure to be one step closer to gaining the trust of their listeners!
Keep your Roots
Another option is to stick to what you know, be your authentic self. Where is your brand's home?
If you're a recently expanded company to foreign markets, this doesn't necessarily mean you should abandon your roots to play to a broader audience. Your background may be what this wider audience is attracted to knowing.
Owning your origins can be a powerful tool of honesty and an advantage in advertising on a larger scale.
German car manufacturers have for years used English narrator with a German accent to reinforce the popular opinion that German engineering is of the best in the world. An article from the Cooper Journal states that “the secret to persuasion, influence, and motivation is a formula deeply grounded in storytelling“.
In other words, people don't buy products. They buy stories. And choosing a voice-over talent with an accent that best reflects your story can be a compelling element to your marketing strategy.
Pick Something New
But maybe the story your brand tells isn’t about where you’re from, but where you’re going.
Major finance companies have consistently turned to African speaking accents to sound more accessible to a global audience and disassociate from accents that might imply that their services are only for the privileged. A travel company, on the other hand, may want to choose a sound that transports their listeners to warm beaches and reminds them of sunny weather. Important strategic goals are accomplished by choosing the right accent.
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A survey from Travel and Leisure magazine indicate that accents across the United States, for example, have different effects on their listeners.
For instance, a southern accent made listeners feel peaceful while invoking a sense of charm and friendliness.
A Puerto Rican accent recalled warm sunny beaches and holiday getaways, while a north-eastern accent from Boston, New York or Rhode Island) felt more intelligent and easier to trust.
If you're a media producer, then ask yourself – what accent puts your consumers in the best frame of mind?
The Perfect Voice-Over Artist
Here at Voquent, we understand the importance of accents and variety and are proud to offer a platform with the most extensive collection of unique languages and dialects in existence. Currently, that's over 600 primary and secondary languages and over 1,700 distinct regional dialects and accents worldwide.
We offer the widest variety of regional accents, and we also make sure our voice actors are vetted and approved by our team before making them available for casting.
After all, we hire talented actors, not just gifted speakers. Many actors from Northern England, for example, are incredibly well-versed in performing characters who speak British RP. Hugh Laurie, the well-known British actor, has such a believable American accent that many Americans still can't believe he's British!
At Voquent, we know that choosing the proper accent, be it local to a specific region or one of a growing number of neutral variations, is critically important to your brand and message.
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