# "announcer speak" in american tv commercials **URL:** \ **Category:** Cafe Society\ **Created:** [May 27, 2003, 7:47am UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727 "2003-05-27T07:47:51Z")\ **Posts on this page:** 20\ **Page:** 1
**Author:** ![curwin](https://avatars.discourse-cdn.com/v4/letter/c/f05b48/32.png) [@curwin](https://boards.straightdope.com/u/curwin)\ **Post date:** [May 27, 2003, 7:47am UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/1 "2003-05-27T07:47:51Z")
I moved out here from the US in 1996. I still listen to American music, watch American movies and TV shows. And certainly I’m as exposed to the “American” internet stuff as much as anyone in the States. I think my cultural awareness of Americana is pretty much in order. But one place I do find myself in a bit of culture shock, is when I occasionally go back to the States for a visit or someone sends me a tape of an American show, with commercials. When did the announcers on American commercials start talking like that? This is going to be difficult for me to explain without a source, but I hope somoene has some idea of what I’m talking about. It seems all the announcers on the commercials have this corny, goofy way of talking, kind of short sentences. This was not they way it was back before 96. Does anyone have any clue what I’m talking about? ---
**Author:** ![Ranchoth](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/ranchoth/32/1066_2.png) [@Ranchoth](https://boards.straightdope.com/u/Ranchoth)\ **Post date:** [May 27, 2003, 8:26am UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/2 "2003-05-27T08:26:05Z")
Could you…give an example of “pre” and “post” 96 announcerspeak, from your observations? ---
**Author:** ![mobo85](https://avatars.discourse-cdn.com/v4/letter/m/b19c9b/32.png) [@mobo85](https://boards.straightdope.com/u/mobo85)\ **Post date:** [May 27, 2003, 7:45pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/3 "2003-05-27T19:45:03Z")
Are you perhaps referring to the way local ads often are like, “Come on down to Westfield Auto! We’ve got all the cars you need!” (Note: not an actual ad) ---
**Author:** ![aberge30](https://avatars.discourse-cdn.com/v4/letter/a/65b543/32.png) [@aberge30](https://boards.straightdope.com/u/aberge30)\ **Post date:** [May 27, 2003, 11:13pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/4 "2003-05-27T23:13:40Z")
thought the same thing, that networks were purposely lowering the volume level during the shows, then cranking it back up during the commercials. I’m constantly raising and lowering the volume as I go from station to station or back and into commercials. ---
**Author:** ![hermann](https://avatars.discourse-cdn.com/v4/letter/h/b487fb/32.png) [@hermann](https://boards.straightdope.com/u/hermann)\ **Post date:** [May 28, 2003, 5:20am UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/5 "2003-05-28T05:20:22Z")
Well, the “Dry Eyes” guy can’t be accused of talking too fast, that’s for sure. ---
**Author:** ![curwin](https://avatars.discourse-cdn.com/v4/letter/c/f05b48/32.png) [@curwin](https://boards.straightdope.com/u/curwin)\ **Post date:** [May 28, 2003, 11:51am UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/6 "2003-05-28T11:51:08Z")
I seem to be having a difficult time explaining what I mean. Can anyone refer me to a site to download commericals? I used to go to AdCritic, but I don’t think it’s free anymore. ---
**Author:** ![doctordoowop](https://avatars.discourse-cdn.com/v4/letter/d/ecc23a/32.png) [@doctordoowop](https://boards.straightdope.com/u/doctordoowop)\ **Post date:** [May 28, 2003, 3:26pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/7 "2003-05-28T15:26:49Z")
Think you mean the harsh,raspy voice, made popular by Don La Fontaine who does most of the movie trailer voice overs.“Coming -this summer… etc.” The same style is used for promos on FOX,MSNBC, ESPN, & many commercials too. One guy I particularly don’t like is Billy Vera who does Sizzler, AM-PM MIni mart, JIffy Lube & Gateway, w/ his faked “hip, black” speech. ---
**Author:** ![Faerie\_Nuff](https://avatars.discourse-cdn.com/v4/letter/f/76d3ee/32.png) [@Faerie\_Nuff](https://boards.straightdope.com/u/Faerie_Nuff)\ **Post date:** [May 28, 2003, 5:42pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/8 "2003-05-28T17:42:18Z")
Is Don La Fontaine the “In a world…” guy? I love that. I think every movie trailer should start with “In a world…” “IN A WORLD, where time has no meaning and justice has no champion, ONE MAN has the courage to stand up for what is right. (Coming soon to a theater near you.)” But, yeah, our commercials are really annoying. My dad’s a sound guy and he explained to me that they don’t turn up the volume for commercials per se, they just mix them differently so there are no quiet sounds, only loud ones. It’s supposed to make it exciting and make us want to run right out and buy their product. All it really does is make my dad mute the TV when commercials come on. ---
**Author:** ![dantheman](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/dantheman/32/9421_2.png) [@dantheman](https://boards.straightdope.com/u/dantheman)\ **Post date:** [May 28, 2003, 5:51pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/9 "2003-05-28T17:51:23Z")
Or is it more of a studio announcer voice? “Today’s television program was filmed before a live studio audience,” a la Don Pardo? ---
**Author:** ![Marley23](https://avatars.discourse-cdn.com/v4/letter/m/45deac/32.png) [@Marley23](https://boards.straightdope.com/u/Marley23)\ **Post date:** [May 28, 2003, 5:54pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/10 "2003-05-28T17:54:20Z")
It’s a little hard to know exactly what you mean, curwin… here are two quick guesses: 1. Speed. This is just an editing thing - the announcers appear to talk faster because the pauses between the words are edited out, whichmakesthewordsblurimpossiblyclosetogether. Radio is even worse. I don’t think this started after '96, though, and I doubt it’s what you mean. 2. Volume. Laws were passed a couple of years ago that were supposed to prevent commercials from being WAY LOUDER THAN THE PROGRAMMING THEY FOLLOWED. Good idea. Unfortunately, advertisers figured out a loophole: they keep the volume the same, but boost the high frequencies way up, producing the same extremely annoying effect. The “Dry Eyes” guy is the one and only Ben Stein. ---
**Author:** ![doctordoowop](https://avatars.discourse-cdn.com/v4/letter/d/ecc23a/32.png) [@doctordoowop](https://boards.straightdope.com/u/doctordoowop)\ **Post date:** [May 29, 2003, 3:02am UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/11 "2003-05-29T03:02:36Z")
FNuff-you got it,“In a world etc…” That’s La Fontaine. Talk about easy HUGE bucks: I know Vera-he gets a minimum $2000/hour; much more if commercials go nationwide. Vera was the voice of ABC TV a few years ago. Theses guys all copy each other-also interesting to read their interviews- La Fontaine hates his competition. After all- you can do several promos/hour easily. That is, not enough work to go round. What happened to the mellifluous Gary Owens, or before him Art Gilmore? I know Owens is a DJ in LA. But , too smooth for commercials. ---
**Author:** ![curwin](https://avatars.discourse-cdn.com/v4/letter/c/f05b48/32.png) [@curwin](https://boards.straightdope.com/u/curwin)\ **Post date:** [June 9, 2026, 7:25pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/12 "2026-06-09T19:25:14Z")
It’s taken a while, but I think this recording is the type of voice I was looking for: > **[DoorDash – Attitude / Anti-Announcer / Conversational | Voice Audio Sample |...](https://voice123.com/voice-actor/Butlervoiceover/samples/gillian-butler-doordash-attitude-anti-announcer-conversational/15499501)** > > Want to listen to our voice over talents? check this DoorDash – Attitude / Anti-Announcer / Conversational audio sample. > Find the best voices for your projects and hire them at Voice123. Sign up now! You hear it used frequently when SNL wants to imitate a traditional commercial. Interesting that the description on the site is “Anti-Announcer.” ---
**Author:** ![Q.Q.Switcheroo](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/q.q.switcheroo/32/5713_2.png) [@Q.Q.Switcheroo](https://boards.straightdope.com/u/Q.Q.Switcheroo)\ **Post date:** [June 9, 2026, 7:44pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/13 "2026-06-09T19:44:07Z")
Blame John Krasinski: > **[Voice actor says John Krasinski is single-handedly responsible for changing...](https://www.upworthy.com/john-krasinski-millennial-voice/)** > > The 'Millennial Voice' redefined TV voiceovers for a generation. > …before Krasinski made it big with his role on _The Office_, he was a prominent voice actor for brands like Verizon and Blackberry. In those commercials, many of which aired in the early 2000s (when Millennials were coming of age), he was famous for his extraordinarily casual, conversational tone. Think his laid-back Jim Halpert vibe. It’s a stark contrast to the way commercials were performed in the ’90s. > “It was basically just like, ‘Hey, I’m just a guy. I’m not really an actor. … You can trust me. It’s like you’re talking to a friend,” Platis says. > Platis says that for years, until very recently, almost every audition and job she went out for was seeking a “conversational read” exactly like Krasinski’s performances. They became genre-defining. (I feel compelled to point out that Krasinski is not a Millennial, but a very late Gen-Xer.) ---
**Author:** ![BigT](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/bigt/32/12044_2.png) [@BigT](https://boards.straightdope.com/u/BigT)\ **Post date:** [June 9, 2026, 7:52pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/14 "2026-06-09T19:52:30Z")
And yet I would not say it sounds conversational in the slightest. Compare how Plaits talks in the video versus how both the Millennial and Gen Z styles she gives. It’s odd to me that they don’t seem to want the style that most people are most familiar with people talking—the way online video creators talk. ---
**Author:** ![Banksiaman](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/banksiaman/32/3334_2.png) [@Banksiaman](https://boards.straightdope.com/u/Banksiaman)\ **Post date:** [June 9, 2026, 9:08pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/15 "2026-06-09T21:08:59Z")
Its partly vocal character, but also carefully edited speech pattern and other sounds to create a specific effect: - Short, stripped back phrases which rarely go into a sentence - Strong ‘pattern’ of attention-grabber, subject and then obligatory details. - High-pitched tone, touch of lightness or levity aiming at familiarity and friendship - Layering voice, other sounds and silence - Clipping words so that each is distinct Not sure if it was the intent, but the effect is that you will get the product name out within 6 seconds, and the sound clarity should be good enough to cut through ambient noise when you’re not paying attention to the tv or radio. ---
**Author:** ![Kent\_Clark](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/kent_clark/32/105_2.png) [@Kent\_Clark](https://boards.straightdope.com/u/Kent_Clark)\ **Post date:** [June 9, 2026, 9:37pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/16 "2026-06-09T21:37:24Z")
> [@BigT](#): > > It’s odd to me that they don’t seem to want the style that most people are most familiar with people talking—the way online video creators talk. Online commentators are talking to people who specifically called up their content. TV and radio announcers are trying to break through to people who were only half-paying attention in the first place. Breaking down Gillian Butler’s Door Dash ad, she’s not just emphasizing nouns and verbs, which is how most people speak naturally. She drags out the word “boring” both times she uses it. She alternates between raising and lowering the last word in sentences (question and answer). The part where she talks up Door Dash advantages is a more soothing tone, as if she were confiding a secret to the listener. The ad is a 15-second primer on techniques it takes announcers years to nail and to know exactly how and when to use them in a script. ---
**Author:** ![DavidNRockies](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/davidnrockies/32/6279_2.png) [@DavidNRockies](https://boards.straightdope.com/u/DavidNRockies)\ **Post date:** [June 9, 2026, 9:43pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/17 "2026-06-09T21:43:07Z")
Please tell me that you were also doing _other things_ during that intervening 23-year period?? Although, a purpose-driven life is said to be a good life, so … 😉 ---
**Author:** ![wolfpup](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/wolfpup/32/10618_2.png) [@wolfpup](https://boards.straightdope.com/u/wolfpup)\ **Post date:** [June 9, 2026, 9:45pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/18 "2026-06-09T21:45:27Z")
I’ve been able to avoid this painful experience by hardly ever watching commercial broadcast TV or any kind of TV that has commercials, and the only radio I listen to in the car is CBC, commercial-free public radio. But one thing I cannot avoid is commercial announcements in supermarkets. I honestly cannot remember if it’s all of them or just one two particular ones, but the artificially cheery upbeat tone makes me want to punch them in the face, especially if I can’t find items I’m looking for or am otherwise in a bad mood. At those times, the cheerful man or woman attempting over the PA to cheerfully entice me into doing something to enhance the store’s profitability is fortunate that they’re not within the range of my fist. ETA: But what about in-person reps, one might ask, like those offering product samples? Thing is, those tend to be low-key and lacking that aggressive artificial cheerfulness which can hide behind anonymity. I don’t mind those, and will sometimes even sample their product, or politely decline. ---
**Author:** ![Q.Q.Switcheroo](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/q.q.switcheroo/32/5713_2.png) [@Q.Q.Switcheroo](https://boards.straightdope.com/u/Q.Q.Switcheroo)\ **Post date:** [June 9, 2026, 9:57pm UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/19 "2026-06-09T21:57:24Z")
> [@DavidNRockies](#): > > Please tell me that you were also doing _other things_ during that intervening 23-year period?? Funny how movie trailers stopped using voiceover narration altogether about 5-6 years after the OP (following the death of legendary announcer Don Lafontaine). ---
**Author:** ![curwin](https://avatars.discourse-cdn.com/v4/letter/c/f05b48/32.png) [@curwin](https://boards.straightdope.com/u/curwin)\ **Post date:** [June 10, 2026, 6:17am UTC](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727/20 "2026-06-10T06:17:16Z")
Nope, just waiting for an answer to this question. Now I can start doing things like reading the news. Anything happen since then? [Next page](https://boards.straightdope.com/t/announcer-speak-in-american-tv-commercials/177727.md?page=2)