The Purpose of Pointless Voiceovers in Modern Advertisements

Many modern advertisements feature voiceovers that describe the literal content of the ad being shown. This phenomenon, often seen as redundant, is in fact a well-thought-out strategy designed to engage viewers on multiple levels. In this article, we will explore the reasoning behind this creative choice and its impact on viewer engagement and product recognition.

Understanding the Creative Choice in Advertising

The use of voiceovers in advertisements is a collaborative effort between the client, creatives, and actors. It is a deliberate choice meant to fulfill a specific need in the marketing strategy. While it may seem unnecessary to those who have seen the ad before, it serves several important functions.

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The Psychological Impact of Voiceovers

One of the primary reasons for including voiceovers in ads is to leave a lasting impression on the viewer. Even when viewers are not actively engaged with the ad, a voiceover can still capture their attention and convey messages subconsciously.

For instance, when a commercial plays, a voiceover can provide a thirty-second story with a resolution that draws the viewer in, whether they are consciously trying to pay attention or not. The brain creates associations and pathways that link the product to the resolution of the story. This can significantly enhance product recognition and brand loyalty.

Adapting to Different Learning Styles

Consider the diverse audience that advertisements aim to reach. Some viewers may be visual learners, who can better understand and remember the story through the imagery. Other viewers might be auditory learners who would prefer the voiceover to convey the message. In either case, the voiceover is designed to support multiple learning styles.

For example, a commercial with a voiceover performance can stick with an auditory learner while a visual learner can follow the story even if the TV is muted. This approach ensures that the ad can be engaging and memorable for a wide range of viewers, whether they are fully engaged visually and aurally or not.

Addressing Special Viewing Needs

For viewers with special needs, such as those who are blind or visually impaired, certain features like Descriptive Video Service (DVS) are available. DVS enriches the viewing experience by providing detailed descriptions of what is being heard and seen. Turning off this feature can be relatively simple, and if you encounter difficulties, there are steps you can take to resolve it.

Modern TVs often have settings that allow for Second Audio Program (SAP) which can be enabled for enriched verbal descriptions. If you are unable to disable the DVS option, reviewing your TV manual or contacting a TV vendor can guide you through the process. This ensures that ads are accessible to all viewers, including those with visual impairments.

Both DVS and SAP were pioneered by organizations like PBS to ensure that the widest possible audience is served. These features help to make advertisements more inclusive and accessible to everyone, regardless of their viewing preferences or abilities.

In conclusion, the voiceover in modern advertisements is more than just a redundant element; it is a strategic tool to enhance the psychological impact of the ad and to accommodate diverse learning styles. Whether you find it pointless or genius, the commercial was likely successful in capturing your attention and leaving a lasting impression.