Tone of Voice

SIMC Sem II Day 1

24.12.2010
What is Tone of Voice

• The way you say something

• The different ways you say the same thing to different people

• The different ways you say the same thing in different

situations

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What is Tone of Voice? TOV?
• The soft crooning of a mother

• A beggar whining for money

• A harassed ticket collector asking to check tickets

• Two women gossiping

• Two people arguing about politics

Each one has a different tone of voice.

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Each one of you has a different tone of voice.

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Truths about Tone of Voice

• Communicates a lot more than facial expression

• Tone of voice is continuously changing in a dialogue

• Tone of voice is used to

….Allay fears
….Raise an alarm
….Give orders
….Evoke pity

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Why is TOV so important?

• It is crucial in creating the right mood/or impelling action

Decide what TOV you want to use when talking to your TA

What feelings do you wish to inspire?

……Generate confidence or
……Evoke fear
……or others

What TOV will make your reader respond to your ad/message?

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Dos and don’t about TOV

• Both copy and visual should reflect the same tone of voice

Soft gentle words and the visual of a terrorist attack usually do

not go well together. Unless you want to create a shock effect.
or

Imagine the words “Holy ***” and the visual of a mother and
a baby!!!

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Different TOVs

Which of these will make you move fastest?

• Our building is on fire!

• Do you know how to put out fire?
• Where’s the fire extinguisher?
• Fire!!!

To which one of these will you most likely respond to?

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TOV and other elements of advertising

TOV is closely linked to:

1) The situation
2) Target audience
3) The appeal/proposition/main message

All of the above have to neatly fit into one another like the
pieces of a jigsaw.

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TOV and TA
1) TA: Children
…..Soft and gentle

2) TA: Teens
…..Inspiring, motivating, carefree

3) TA: Mothers
…..Educative, informative, evoking fear, assuring

4) TA: Patients
….Reassuring, expert, inspiring confidence and hope
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Tone of Voice could be any of the following or others:

• Rebellious
• Inviting
• Exciting
• Alluring
• Seducing
• Tempting
• Promising
• Informative
• Warm
• Gentle

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Tone of Voice could be any of the following or others:

• Friendly
• Fun
• Mischievous
• Aggressive
• Assuring
• Reassuring
• Empathizing
• Evoking fear /Negative appeal
• Concerned /Caring
• Inspiring

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 Sonali Brahma
Creative Consultant
copycaat@gmail.com

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