The Art of the Deep Voice in Marketing: BMW and Dodge Ram vs. Epiphany

Car commercials are a unique blend of fascination and sometimes humor. One aspect that often piques curiosity is the use of distinctive announcing voices, particularly the deep and resonant ones from brands like BMW and Dodge Ram. Many wonder if there's a deeper meaning behind the gravely voice or even a subconscious appeal to smokers. But why does this deep voice become the go-to for car advertisements? Let's delve into the art and psychology of this marketing technique.

The Intention Behind the Gravely Voice

Marketers use distinctive announcer voices for branding and to capture attention. According to many industry experts, the deep and gravely voice is used to create a sense of authority and command presence. These voices are designed to evoke feelings of confidence in the listener, making the audience feel as if they are part of a larger, more seasoned group.

One of the primary objectives is to create an image of the ideal car owner: someone who knows exactly what they want, confident, and worthy of the product. This is often achieved through a deep, authoritative voice that makes the listener feel as if this owner is someone they can relate to or even emulate. However, the deep voice isn't necessarily a nod to emphysema or an appeal to smokers. Instead, it's a strategic choice to convey authority and desire.

Brand Identity Over Smoking Appeal

It's important to clarify that the deep gravely voice in car commercials is not about promoting smoking or emphysema. Rather, it's a carefully crafted aspect of brand identity. The use of such voices is intended to instill confidence in the brand and its products. It's a powerful tool in building a specific image in the consumer's mind, one that is authoritative, commanding, and desirable.

Another reason for using the deep voice is to create a unique and memorable auditory experience. In a world where visual and auditory branding compete fiercely, a distinctive voice can make a commercial stand out. This is why many car ads use this technique; it's a proven way to capture attention and leave a lasting impression on the audience.

The Layers of the Gravely Voice

More than just a single element, the use of a deep voice in car commercials can have several layers. Firstly, it can convey a cinematic and epic vibe, akin to what one might hear in a Hollywood blockbuster. This creates a sense of grandeur and exclusivity, making the car seem like an epic journey or adventure.

In contrast to the deep and commanding voice, it's interesting to note the comparison with sports casting. Sports commentators often have deep, dramatic voices, similar to those in car ads. However, these voices are also intended to convey a level of excitement and drama, making the event or competition feel as if it's an epic spectacle.

Is It About Emotional Appeal or Common Criticism?

While the use of deep voices in car commercials has its merits, it can also draw criticism. For instance, many people might feel that these voices are trying to appeal to smokers, which is a common criticism. However, this is often not the case. Instead, the deep voice is a deliberate choice to create an emotional connection and a sense of authority in the viewer.

For those who feel that the deep voice is trying to be "extremely rude" or aggressive, it's more accurate to say that it's intended to be commanding and assertive. This command presence can be very appealing to potential customers, making them feel as if the car is a mark of status and confidence.

Moreover, if someone feels the need to preface their statement with "not to be rude but…", it often indicates that they are provocative or challenging the conventional wisdom. This can sometimes be seen as a way to hurt feelings or initiate debate, rather than a genuine protest.

Conclusion

In conclusion, the deep gravely voice in car commercials is a strategic marketing tool designed to evoke authority, confidence, and desirability. It's not about promoting smoking or emphysema but about building an image of confidence and authority. Whether you find it appealing or provocative, it's an art form that continues to evolve in the world of advertising.

So, the next time you see a commercial with a deep, commanding voice, remember that it’s more than just a voice; it's a carefully crafted narrative designed to touch your emotions and make a lasting impression.