ABSTRACT
Commercial scripts vary a great deal in both content and quality. Most scripts for the advertising campaigns of international brand names are superbly crafted and give the voice artist the opportunity to create a perfectly timed and beautifully inflected delivery. These scripts tend to fall into one of a number of easily identified clichés – the ‘hard sell’ furniture commercial is much the same throughout the world, while the sexy tone used to sell chocolate or ice-cream is instantly recognisable in most cultures. The skill lies in identifying which particular cliché required and then delivering the script in a style which sounds fresh, new, and interesting! The secret is to be 100 per cent committed to the message, to make every word as meaningful as possible, and to enter into the ‘world’ of each particular script. It is extremely important to master this technique and to be able to apply it without having to stop and think.
