Political Ads

Did you know that female voices give political spots warmth and innate believability? Female voice talent come across to listeners as a friend, neighbor, daughter, mom - someone they can trust. When we’re dealing with the heightened emotions of politics, that connection is vital.

Fun fact: there are five basic types of political ads.

1. Issue Positive. This style tends to be the most hopeful. Rather than tearing a candidate or topic to the ground, Issue Positive spots aim to inform listeners, give some information about a particular topic/issue/ballot measure, and inspire them to take action. The scripts may be positive throughout or start out on a more somber note (“Here is a problem.”) before transitioning to a rallying cry full of hope (“Here is the solution!”).

2. Issue Negative. The reverse of Issue Positive, Issue Negative presents a problem… and then argues why a particular political attitude or ballot measure will make that problem worse. Spots in this style tend to remain in a more somber - sometimes even disappointed or angry - emotional tone.

3. Candidate Positive. Just like Issue Positive, this style strikes a hopeful, inspiring tone that is frequently aimed at creating an aura of warmth and trustworthiness around a particular candidate. It can play up a candidate’s strength, their compassion, their record on a particular issue, their ability to work well with others, etc. The final line is usually a call to action, inspiring listeners to donate/support/vote. Cue the swelling music!

4. Candidate Negative. These are the hardest-hitting spots. The goal is to paint as ruthless a picture of the candidate as possible. The voiceover might be angry, frustrated, disgusted, appalled, or dripping with disappointment. Other times the emotion of the voice is flat, dispassionately observing any unflattering video clips used in the spot.

   There’s a popular sub-category that combines #3 with #2 or #4, where a spot will start out negative on an issue or candidate and then swirl around to present an uplifting view of why [candidate] is the right person to solve the problem.

5. Amusing. These spots are, from the voice actor’s point of view, the most fun. We get to bring out a little snark. In my favorite iteration, the voiceover pretends to be fully in favor of a topic… until the tone twists into sarcasm. It’s an intriguing line to walk: where does the tone change? How far can you go? Would bringing in the snark a line earlier or a few words later make the spot land even better? It’s an opportunity to play the “mean girl” (but for a good cause).