Commercial voice overs can be found on radio and TV broadcast channels, internet streaming platforms, and social media ads. While the voice over isn’t directly part of the content, it’s the voice of the brand and of the consumer, communicating an understanding of the customer and their needs.

Many companies have moved away from the “hard sell,” yell-in-your face tone of urgency that you often think of with discount furniture store and fast food commercials. The “soft sell” is more appealing to consumers, as it feels more casual and friendly. The “soft sell” is all about persuasion by implication. The consumer is invited to put themselves in the place of the people in the commercial and to relate to their problems. Then, the consumer experiences their joy and satisfaction when those problems are solved by the product or service being advertised. Rather than a “call to action,” a commercial might simply pose a rhetorical question at the end (i.e. “What’s in your wallet?”) or show appealing images, with the implication being that the consumer could experience these things firsthand if they used the product or service.

Ads that move us in some way, by inspiring us or making us laugh, serve almost a cathartic purpose. They allow us to feel deeper emotions and make us feel connected to something greater than our individual selves.