By Peter K. O’Connell

There is no single “political voice.”

While you may be saying “Obviously, silly man, there are thousands of political commercial produced every election cycle!” OK, I know that but hear me out.

Logic dictates that a candidate biography spot probably shouldn’t sound like an attack ad. A ballot initiative may need a completely different approach from a patriotic campaign commercial.

To me, the most effective political voiceover doesn’t sound like an announcer at all.

It sounds like a voter. In script and in voiceover. That’s the art of it.

Political voiceover styles can include the friendly and conversational everyman, the reassuring voice of reason, a persuasive announcer, an incredulous voter, a subtle influencer or the harder-edged delivery required for an opposition or attack spot.

The important part isn’t simply sounding serious, concerned or angry.

It’s sounding believable. Clearly, after 40+ years voicing political commercials, I’ve had some experience in this area. (Note I said experience, not expert).

Political Voiceover Has to Understand the Voter

Political commercials aren’t simply about candidates and issues. They’re also about how voters feel about them.

A campaign message may be speaking to voters who are hopeful, frustrated, angry, worried or simply looking for someone they can trust. Hot-button issues such as the economy, taxes, public safety, immigration, healthcare, education or abortion can bring very different emotions to a political commercial.

The voice talent has to understand that emotion without overplaying it. Hence why it’s called voice acting.

A voter worried about the economy may call for a concerned, conversational read. A public safety spot might require greater urgency. A candidate biography may need warmth and optimism, while an attack ad could call for disbelief, frustration or controlled anger.

That’s where political voiceover becomes more than simply reading the words correctly. The voice has to serve the message, the issue and the voter the campaign is trying to reach.

Political advertising may include candidate introduction and biography spots, positive campaign ads, issue advertising, ballot initiatives, PAC advertising, testimonials, patriotic spots, political humor, opposition advertising and attack ads.

Each one has a different job to do.

For the voice talent, that means understanding the message, the intended audience and the emotion behind the words before deciding how to deliver them.

Most times, the strongest political read isn’t the biggest one.

It’s the one voters believe.

[Listen to my Political Voiceover Demo]

About Peter K. O’Connell
Peter K. O’Connell is an award-winning male voice actor with more than 40 years of political commercial voiceover experience. He provides political voiceover for radio, television, digital and campaign advertising from his professional Source-Connect equipped studio.

[Listen to my Political Voiceover Demo]

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