Accents, Dialects, and Localization

If you can perform a number of distinct accents, you've positioned yourself well to record voice-overs not only on a national level, but on the world stage as well.



In the international marketplace, it is very important for organizations to be able to both globalize and localize their product information and service offerings.



That being said, the information presented to their target audiences is only as effective as the means by which it is communicated.



For our purposes, the vessel or means of communication is via a voice talent performance; in essence, a voice-over recording.



Now, when referring to localization, it is meant that you are conveying a given accent and manner of speaking that matches or correlates with a particular group of people in a geographical area.



For example:



If you were writing a French Canadian script for an audience located in Montreal, QC, you would want to make sure that the terminology used is familiar to French Canadians living in Montreal. Not only that, you may also employ unique speech and formation characteristics indigenous to the French Canadian language and relevant cultural references to help your audience identify with what you have written.



Going one step further, it would be wise to hire a native French Canadian voice talent from Montreal who embodies the characteristics you are looking for to convey the copy in a meaningful and direct manner accessible to all French Canadian speakers in Montreal.



That is localization in a nutshell.



Conveying a message to people in a specific geographical location using language and concepts that they can understand is localization at its finest.



Certain accents have become staples and are relied upon heavily every day. For example, RP English (or BBC English / top of the scale), Neutral American (NPR or prime time national news), Parisians French, and Canadian (CBC or prime time national news) are all members of an elite club of corporate, global accents.



This doesn't come as a surprise. The most neutral accents found in each country are usually prized above regional accents as is the case with many languages where a "high" or "official" version is preferred to dialects spoken in rural or isolated areas.



One classic example is the Italian language. The Italian language is a prime example of this. In larger cities like Rome or Milan there is not much variation, however what you hear people speaking in the foothills or along the coastline may differ dramatically.



When someone is hiring a voice talent to record, they are often looking for a clean, polished voice with neutral or non-affected accents. These sought after accents as noted above (BBC, NPR, CBC) come with a host of benefits, including perceived authority, intelligence, trustworthiness, and professionalism to name some.



Some accents are rarely heard. Due in part to a lack of demand or market, these accents are requested less often.



Accents can reveal information about an individual's geographical location, ethnicity, socio-economic background, and education. If we only examined the nature of accents from an anthropological point of view, we'd be seeing a fraction of the picture that we're meant to view.



Accents are not solely the ownership of those living in a specific district... they can also be learned or acquired. This is where opportunity knocks, and the world, with your voice, can become yours.



One of the largest markets for dialects (or accents) today is in performing voice-overs for videogames. If you can acquire several key dialects, you'll be able to work globally and land more diverse roles.





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Stephanie Ciccarelli is the Co-Founder and Chief Marketing Officer at Voices.com, the voice-over marketplace. She is one of the most connected people in voice-overs, a sought after industry expert and respected blogger. Stephanie has authored many eBooks, including the Definitive Guide to Voice-Over Success, and is editor of the popular voice actor's blog, VOX Daily.