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Mute your phone by pressing 6 on your dial. To unmute press 6 again Write down your questions on a paper, at the end we will have 15 minutes of Q&A. Have a print out of the script (Marriot 60 sec) ENJOY!!!!,]]]+"Breaking Down a Piece of Commercial Copy" ,], By Peter Rofe 8] Script to work on ] Marriot 60 sec Well, it s Friday night. You could go to happy hour and hear how unhappy everyone is with their job, their boss, their dinosaur of a computer. Or you can go to the video store and follow that guy around who s got the last copy of the only movie you want to see, willing him to put down the tape and step away from the new releases shelf. (He won t). Or you could check into the Marriott with your better half who you hardly ever see, order room service or watch an in-room movie. Over at the Marriott they are giving you 10 to 20% off their low weekend rate when you stay Friday. It s their new can t beat Friday rate. Just call your travel agent or 1800-USA-W-K-N-D and turn your really long week& & & .into a really long weekend. Marriott. When you re comfortable, you can do anything. ,8P50PEWhen first approaching copy]"Try to read it to yourself for the sake of comprehension. On the second silent read-through, read it in your mind as if you were reading a book or newspaper article. Fight the temptation to jump ahead of yourself by performing the script out loud without fully comprehending its purpose. ;]# The next step after]Ask yourself (or the person who is conducting the audition, if necessary) certain questions about the script. "Who is the target audience for this commercial? Demographics (age, gender, income level, and cultural orientation). What in the copy makes me think is a male or a female (In this Marriott spot we can see that the person you are speaking with is in a relationship and the copywriter used the term  better half which implies a female partner.)>o0] Z o[ #Once you have identified the target$]$Select an individual in your own life to speak to as you read. For example, if the target audience is identified as being  male, 55 to 65 years old, economically burdened, and on the verge of retirement, you may have an uncle, father or brother in your own life that closely resembles that description. Remember that most of us don t respond well when we feel we are the target of a sales pitch, so by personalizing the individual you re speaking to, your listeners will not feel quite so  pitched-to. B?0I0n0n? .Now that you have selected whom to speak with./]/(Practice the read again without vocalization (no sound). Use your lips, teeth, and tongue before you practice the read aloud (exercises the muscles in your face, neck and mouth. Begins to create  muscle memory, and helps brain to recognize the shape and form of the script):] It is time to vocalize.]4Now you have read the script in your mind and in your mouth, it is time to vocalize. Build your voice by increments, starting with a quiet whisper and moving to a normal speaking level. Record your reads with a portable, digital recorder so that you can play back the reads and listen to your vocal quality (V]V To wrap things up]The voice-over artist s job is to be taken very seriously and never for granted. You re not there to just read words on a page with good diction. The artist s job is to comprehend, analyze, and interpret the text so that the written words come alive in the spoken words& with spontaneity, sincerity, and confidence, to inspire trust in your listeners. 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