{"id":23079,"date":"2023-02-26T16:24:21","date_gmt":"2023-02-26T13:24:21","guid":{"rendered":"https:\/\/bibersa.com\/?p=23079"},"modified":"2023-02-24T16:50:35","modified_gmt":"2023-02-24T13:50:35","slug":"reklam-metinlerinde-duygu-nasil-verilir","status":"publish","type":"post","link":"https:\/\/bibersa.com\/en\/blog\/how-to-convey-emotion-in-advertising-texts\/","title":{"rendered":"How to Give "Emotion" in Ad Texts?"},"content":{"rendered":"

The advertisements we frequently see on television and online are not suitable for being very long due to their duration. In addition, the shorter the text, the more effective the ad and the higher the viewing rate. Positive feedback about the advertisement also directly affects the publication budget of the advertisement.<\/p>\n

In such short and effective texts, emotions such as happiness, surprise or sadness come to the fore while expressing the emotion. <\/strong>In advertising texts based on the basic emotions found in people, copywriting comes into play after the emotion to be conveyed is determined.<\/p>\n

Especially in advertisements where the feeling of happiness stands out, the scene of happiness directly affects the consumer.<\/strong> The consumer, who sees that the actor in the advertisement is happy with his face and actions, experiences a withdrawal against that brand.<\/p>\n

So, how is emotion given in ad texts? What should be paid attention to? In this article, we will talk about the transfer of emotion from advertising texts.<\/p>\n

Text Preparation for Emotional Intonation: What Is Emotional Text?<\/h2>\n

Short texts that make up short commercials such as campaigns and announcements in television advertisements are defined as advertisement texts.<\/strong>. In particular, the emotion that is emphasized in the advertisement text should reach the other party, that is, the consumer.<\/p>\n

The fact that the texts that make up the advertisements have an emotional structure are aimed at creating the relationship between the customer and a brand or product. <\/strong>Advertising texts containing emotions aim to return the effect as action, just like in other advertisements. Emotional texts that directly affect the consumer's decisions act as a trigger and enable them to approach the purchase.<\/p>\n

How to Choose Appropriate Words and Expressions for Emotional Intonation?<\/h3>\n

Knowing the power of emotional appeal, brands or companies address the emotion they want the consumer watching the ad to feel. The texts prepared for advertisements that resonate with the relevant target audience undertake the most important task here. It is very important to choose the appropriate words and expressions to reach the relevant emotion. At this point, while making emotional tones, the sentences that lead to action and contain imperative mood are given with an activating tone.\u00a0<\/strong><\/p>\n

Behind ads that are engaging, informative, or emotional, there is always a tone that grabs the viewer's attention. <\/strong>Although different tones come into play at this stage, the emotional tone of an ad shows how the brand communicates with the target audience. Determining a relevant or friendly tone in ad texts depending on the targeted audience contributes to the formation of emotional bond.<\/p>\n

In general, the intonations used by the brands when addressing the consumer; we come across as friendly, informative, fun, insightful, motivating and stimulating<\/strong>. When choosing words and expressions suitable for the consumer, information about pricing, contact information and product availability is included at the end of the advertisement text. Phrases such as \u201cStart shopping now, get %.. get discounted, subscribe\u201d are used for a call to action that clearly tells the audience what to do.\u00a0<\/strong><\/p>\n

\"emotion<\/h3>\n

Preparing the Text in accordance with the Target Audience and Purpose<\/h3>\n

The process of preparing and voicing advertisement texts takes place in coordination with each other. More activating action sentences should be included in the advertisement texts to be used in the advertisement film.<\/strong> In such texts, first of all, the target audience is determined, and the actionable sentences and intonations suitable for the relevant target are decided.<\/p>\n

Advertising texts should be voiced with strong expressions and a dominant narrative.<\/strong> In advertising voiceovers where diction, emphasis and intonation are important, the artist's performance in accordance with the spirit of the brand to which he will speak plays an active role in reaching the target audience.<\/p>\n

Text-to-Speech Rehearsals: Voiceover Director's Influence on the Text<\/h3>\n

In addition to the suitability of the texts written for the commercials for the advertisement and the project, it is necessary to pay attention to different factors. At this stage, the voiceover director steps in to check the suitability of the written text. The voiceover director, who is involved in the text-to-speech rehearsals, contributes to the inclusion of the text in the project in its best form.\u00a0<\/strong><\/p>\n

When a voiceover director is included in the ad copy, it affects many factors, especially the language that will be used there. <\/strong>The voice-over director, who takes an active role in the advertising processes; draws attention to how it should be in terms of dialect, accent, dialect, voice, emotion and expression. At the same time, it also performs the necessary adaptations in the advertisement text and film, if needed.<\/p>\n

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Emotional Voiceover Methods<\/h2>\n

The art of voice acting is a field that produces perfect works when performed by professional and experienced people. The professionalism of the voice actor directly affects the process, especially when it comes to advertising work. <\/strong> The diction factor is as important as accentuating and intonation in the appropriate place in order to reveal an emotional work in commercial vocalizations that process a certain emotion.<\/p>\n

A good voice actor<\/a> should make the transitions between sentences professionally in the text he reads.<\/strong>. At this stage, the most important complement of emotional transitions is emphasis and intonation.<\/strong> In many studies, the voice actor; While performing the vocalization, it should make sounds such as laughing, crying or shouting. For voice actors, it is as important to maintain the health of the voice as it is to perform emotional voiceovers.<\/p>\n

Voice actors, who are the sought-after voice of advertising texts, should include various exercises and techniques in their daily life in order to maintain vocal health. For this, methods such as diaphragm breathing exercises, warm-up, long and upright posture are applied. Since these techniques are also used in voice and diction works, they enable artists to achieve a versatile development.\u00a0For more information on this Sound Protection Techniques<\/a> Check out our content.<\/strong><\/p>\n

\"Reading<\/h3>\n

Being able to convey emotion to text with emphasis and intonation<\/h3>\n

Intonation, which is important for vocalization studies, provides more meaning than the semantic content of the speech in some cases.<\/strong>. In particular, it gives a positive effect to the message desired to be given in advertising works.<\/p>\n

In addition to adding meaning to the advertising work, intonation also plays an important role here.<\/strong> When voicing ad texts, it is important where the emphasis is placed in the sentence. Depending on where the emphasis is, the meaning of advertising speech can change completely<\/strong>. In order to best convey the emotion and meaning of the sentence, emphasis and intonation must be done in the right place.<\/p>\n

Using Elements such as Tone, Volume, and Rhythm<\/h3>\n

This power of emotion is often used in advertising work. However, the existence of more elements is needed for the emotions and thoughts to reach the consumer. Concepts such as tone, volume and rhythm are at the top of these.<\/strong>.<\/p>\n