All About Accents, Dialects and the Art of Localization
Links from today's show:
Search Voices by Accent
Search Voices by Dialect
Search Voices by Geographical Region
Voice Casting Episode 3 Show Notes
Welcome to the third episode of Voice Casting, a show designed to help you pick the perfect voice for your project.
In earlier episodes, I introduced the concept of finding voice actors online through searching and posting a job at Voices.com. Last week, we touched on the battle of the sexes in the voice over arena. Today, we’ll talk about accents, dialects, and the role that they play in the voice casting process.
Before we get too far in, let’s define what an accent is, and secondly, what a dialect is.
For many people, the two words are interchangeable, but for argument’s sake, here are two definitions I found using Merriam-Webster’s website:
Accents
Merriam-Webster defines an Accent as:
A distinctive manner of expression for example, an individual's distinctive or characteristic inflection, tone, or choice of words. Accent is also defined as a way of speaking typical of a particular group of people and especially of the natives or residents of a region.
Dialects
Merriam-Webster defines a Dialect as:
A regional variety of language distinguished by features of vocabulary, grammar, and pronunciation from other regional varieties, and when you put them together, they form a single language. Lastly, a dialect is a variety of a language used by members of a group.
This means that a dialect can also be associated with languages whose identities are decided upon by factors other than simple geography. More so, let it be known that dialects can be distinguished by social class and rank. A good example of this is how people speak in urban centers versus speakers who live in rural settings. Although someone who lives in the city may speak the same language as someone in a rural area, the urban dialect will differ from the rural dialect to a degree.
To break it down, you could say that an accent is all about the way the words sound, basically the mechanics of how the words are formed and spoken, and a dialect is the grammatical structure of how those words are put together using language unique to the people who employ a given dialect.
Each region of the world has its own unique dialect.
Perhaps you’ve heard local radio commercials with voice actors who sound very much like they live down the street from you. Other recordings at the national level sound neutral and are perceived as being more refined and without a noticeable accent. This is the case with voice overs that you hear on PBS, NPR, the CBC in Canada or any other national news broadcaster.
Now that we’ve consulted the dictionary and defined what these linguistic properties are, let’s explore how an accent or dialect can affect your audio recording.
In our previous episode, I ran through five questions that are also relevant to you now when deciding upon an accent or dialect.
For those of you who haven’t listened to episode two, here are the questions:
1. Who is your audience?
2. What are you selling?
3. What is the message?
4. What are your expectations?
5. And who does your audience want to hear from?
The first step before recording the voice over is that you need to know the kind of language that your audience will be accustomed to hearing the message in.
Once you’ve identified the native tongue and dialect of your target audience, you’ll be equipped with the basic information that you’ll need to write your script. Doing a little bit of studying doesn’t hurt in this instance, particularly if you are writing for a group of people that you know little about.
Localization
The term for this practice is “Localization”.
When you localize the language being used, it becomes the perfect tool for communicating your message to an audience who will understand exactly what you are saying because you are delivering your message in words using examples that they are familiar with.
Just how important is localization?
Well, I wouldn’t buy a chesterfield or a sofa, but I definitely would buy a couch.
See how important the distinction is?
Why would you use the word party when your audience is more comfortable with soiree or shindig? Be mindful of the vernacular; words that your audience uses in their everyday lives.
An Example of Localization
To take it up a notch, an audience in Montreal, Canada is going to expect to hear a different message than would be delivered to an audience in Paris, France.
The reason being is that the native French speakers in Montreal speak a dialect of French called French Canadian or Quebecois, and the people living in Paris will speak the Parisian dialect of French, the dialect regarded as the standard French dialect from which all other French dialects stem.
Oftentimes, the language being presented will differ significantly, and the more targeted your message, the more you will engage your listener. This is also applicable for regional dialects.
Your Next Steps
So, before you go hiring a voice actor, consider the dialect you need to write script in. Remember that an accent is about how the words are pronounced and a dialect refers to which words are used.
OK, so you’ve written your script and are ready to get voice casting!
My tip to you is that you seek out a native speaker of the dialect you require to best present your message.
The easiest way to achieve success and find the right voice for the project is to post a job allowing you to call upon applicants who are native speakers of the dialect in question. After your job has been approved, you’ll receive demos from people who can meet your needs.
Hiring a native speaker is key. If you require it, a native speaker with copy writing skills could also write your script for you at an additional cost. All you’d need to do is let them know the nature of the project, a word count, and the manner you want the message communicated in.
Your next step is to have that script recorded, and bingo! You’ve got a tightly packaged offering to share with your target market sure to be understood and even embraced by those who are meant to receive it.
In our next episode, we’ll talk about tips for setting up your company voicemail, IVRs, on-hold marketing and other messaging and teach you how you can turn holding time into selling time.
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