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Matinee Blog

Regional Accents in Advertising

Do We Prefer Regional Accents in Advertising More Than Ever?

How our tastes have changed and why we seem to prefer regional accents more now.

The very first BBC radio broadcast in 1922 set the tone – a voice that dominated the airwaves for decades. The linguists call it received pronunciation or RP – that’s the Queen’s or ‘standard’ English to everyone else. It was a dialect that became synonymous with radio and television but RP has been in terminal decline and we seem to have fallen in love with regional accents, but why?

The ‘plumby’ English accent immortalised by Harry Enfield and Paul Whitehouse’s characters Mr. Grayson and Mr. Cholmondley-Warner is seen by most as a quaint reminder of the past. Bizarrely some might say in fact that received pronunciation has become so rare and unfashionable that it’s endangered of extinction. Even the Queen has been questioned in becoming frightfully common.

So, why the shift? How did regional accents become the norm?  

As TV and radio exploded into all our living rooms in the 1960s we fell in love with light entertainment, celebrity and soaps like Coronation Street which brought regional accents, for the first time, into our homes.

Just as the BBC gave us RP in the early days, more recently it’s been leading the way in increasing the range and diversity of regional accents from the West Country burr to the North-East brogue – Once you listen out for it you can’t unhear it, trust me!

Is it purely about equal opportunities, or do people prefer regional accents?

A study, commissioned by the Central Office of Information (COI), the agency that controls the government’s annual £400m advertising budget, found responses to radio and TV commercials vary widely in different parts of the UK depending on the accent they are recorded in.

Residents of some regions, including Tyneside and Manchester, prefer to listen to government warnings about the dangers of drink driving or smoking cigarettes when they feature voice actors speaking in the local vernacular. Others, including those who live in the West Midlands and Bristol are, according to the CIO survey, more likely to sit up and take notice when they are made using ‘received pronunciation’.

Advertisements which encourage the public to comply with deadlines, including filling in tax returns, ‘need to impart trust and authority’ the COI said, and are more effective when a Home Counties accent is used. Local accents proved more persuasive in campaigns which include credible real-life experiences to try to change people’s behaviour, perhaps to prevent drink driving or encourage homeowners to fix faulty smoke alarms.

This ‘don’t drink & drive’ campaign uses a range of regional accent in a bid to demand attention from the audience.

The increased demand for diverse regional accents is exciting for voice actors.

Broadcasters and advertisers recognise, more than ever before, the value of communicating with their audience with regional, working class or non-RP accents.

It’s not only the advertising industry that benefits from using different accents and dialects; the Geordie accent for example is associated with genuineness, warmth and understanding which are qualities required for customer service or introducing new products and services.

The prevalence of regional accents is also engaging new audiences in art forms that may have previously been perceived to be for the middle classes. Lenny Henry’s broad Brummie playing Othello is a great example of this.

How can an accent help your business? Get in touch with us today and let us know what you want to say and we can advise on the best voice for your brand.

If you are a voice actor, or budding voice actor, then revel in your accent, its intricacies and idioms- and be sure you keep your mother tongue alive. Find our more about our voice over workshop and how we can work together.