ABSTRACT
The advertising industry is facing many challenges to adapt to an increasingly digital audience. While production of radio and television commercials and public-service announcements (PSAs) remains vigorous, advertising companies are branching out to make their messages available online and through social media such as Facebook and Twitter, which have evolved into key marketing tools. Talk show hosts, DJs, sports game announcers, and others deliver commercials, station promos, and PSAs as part of their jobs, but they speak without music or sound effects, and without "dramatization". Many television commercials appear to be locally produced when they actually originate in major production centers and are offered to local merchants as cooperative commercials. Broadcasters have used foreign accents, regional dialects, and character voices in some dramas and in a great many commercials. A more complex studio setup is required for film and television voice-overs. Unlike stage and screen actors, voice-over performers only have limited time to develop dimensional characters.
