Script Analysis: What You Need to Know!

The average assumes that all Voice-Over Artists are hired to be a spokesperson of a company or a whacky voice for a cartoon, but it’s way more than that. Whether for an audition or for a hired project, the voice-over artist is the person in charge of delivering a message; whatever it may be. Getting into your “character” is more than just jumping on the mic, hitting record and read the script provided. He/she must understand what is being read, to who is being read to and why it’s being read.

I remember my first lesson with my voice-over teacher, Steve, and we went over a four-step process on how to analyze a script in order to deliver the best product for the client.

Let’s use this script I pulled out by from the Such A Voice database, which you get when signing up for a membership.

Introducing Jitterbug. Now, technology and simplicity have come together to produce a cell phone and service unlike any other. The buttons and numbers are bigger, bolder, and backlit. So it’’s easier to dial. Sound comes through loud and clear. A soft ear cushion makes it easier to hear. And friendly Jitterbug operators are available 24 hours a day to help make calls or change your phone list. All this, and with service starting at just $10 a month, you won’’t have to pay for the minutes you never use. The latest technology is a good thing. A cell phone so simple you’’ll actually use it? That’s even better.

 

1. What am I really saying?

Now obviously, you are “selling” this Jitterbug, but what is the message you want to deliver about the Jitterbug. I would read this script twice before even starting to record. The first time just to get an idea of what is going on and the second time is when I start making notes. If I had printed this script for notes, I start by underlining the adjectives in the script. In this script for Jitterbug we see the adjectives (in order), bigger, bolder, backlit, easier, loud, clear, soft, easier, friendly, latest, simple, better. 

So based on these adjectives, I would say that the message the script is trying to convey is the Jitterbug is an easy-to-use cell phone even for the technologically challenged. Notice the only adjective used twice in the script; easier. Which brings me to step 2.

 

2. Who are you speaking to?

Again, we know we are “selling” this to the listener, but who is the commercial targeting? Male or Female, What age group, maybe even ethnicity and economic class might play a role. After I underline the adjectives I will highlight the word “technology” and highlight any other word that would go with that. We get (in order)technology, cell phone, service, buttons, numbers, dial, sound, operators, phone lists, service, minutes, latest technology, cell phone.

I’m also going to highlight the following 2 sentences “And friendly Jitterbug operators are available 24 hours a day to help make calls or change your phone list. All this, and with service starting at just $10 a month, you won’’t have to pay for the minutes you never use.”

I highlight the nouns assoicated with technology and the two sentences to answer this question: Who would have trouble with cell phones, technology, sound and minutes while trying to find a service at a low rate?

The first guess that comes to mind is definitely people, both male and female, who are at least 50 or older and did not grow up with cell phones and tablets and computers and all the new technology kids know these days. Most likely these people are on a fixed income of some sort as well. Possibly retired, maybe they are parents who are sending their kids off to college and need to help with finances.

So now we know we are selling the simplicity and convience of the Jitterbug to adults 50+ with a fixed income of some sort. Now, on to step 3.

 

3. Who are you?

Yes, I am the voice over for this commercial, but who is my character? Next thing I am going to do is circle any pronouns. There are only six in this case; it’s, it, your, you, you, you’ll.

We don’t see any I’s or me’s or his/her’s; we see it and it’s which are used for the Jitterbug and the your, you, you, and you’ll which is for our target audience. So by default my character in this script is a spokesperson for the Jitterbug. If there were I’s or me’s, it could have been possible that my character was a user of the Jitterbug giving a testimonal, but in this case I am just a spokesperson selling the product and conveying the message. So, now we need to understand how we are going to read this script and that brings us to the final step.

 

4. What are you reacting to?

This is also called the “Moment Before” technique. What happened before the first line was read in the script. In this case we’ll use the first two sentences: “Introducing Jitterbug. Now, technology and simplicity have come together to produce a cell phone and service unlike any other. “

I am reacting to the fact that finally there is a cell phone out there for the techologically challenged that is easy-to-use. So you want to use excitement in your voice when reading this script. Not over the top like Billy Mays, but but kind of the same excitement you might hear in an infomercial or “As Seen On TV” commercial.

 

So now that I have answered my for questions, it’s ready to record. Based on my notes, I am going to try and speak with excitement, but not too much and I am talking too fast and the listener can’t understand me. Really emphasize the easiness both the device and the service.

Here’s my finished product for this commercial. If you a voice-over artist trying to practice this exercise yourself, don’t try to mimmick my delivery. You may have an entire different analysis and approach to the script. This is just my interpretation.