What is it about British accents?
Whether it’s the blue-blood inflections of a Bridgerton cast member or a man telling you his name is Bond, James Bond, there’s something about a British accent that can charm any listener’s ear.
In fact, according to a 2020 survey carried out with 37,000 people from 30 countries, 25% of participants placed British accents as the most attractive in the world.
It’s for this reason that even beyond the English Channel, you’ll often hear a British brogue in media ads and brand campaigns.
They’re particularly prevalent in car commercials and corporate videos. But there’s a good reason for this–and it has more to do with perception than pronunciation.
So, if you’re wondering what kind of voiceover to use in your marketing efforts, read on and decide whether a British Invasion may be just the charm offensive your customers need.
Before we get into the nitty-gritty of why the Queen’s English could help boost your brand, let’s look at the different accents across the British Isles.
After all, talking about a “British accent” in the singular is a huge generalization.
If you move your way up the country’s map you’ll encounter a slew of different sounding voices.
From the rhyming slang of London’s Cockney and the flat vowels of the Peaky Blinders-esque Brummies to the sing-song intonation of Newcastle’s Geordies and the rolled R’s of the Scots, you might wonder whether you’re actually still on the British Isles listening to locals in any of these places!
The truth is, that there are over 40 British accents in existence on the isles today!
Yet outside of Britain, it’s safe to say that the most common British accents are Received Pronunciation (RP) and what’s known as the Estuary Accent.
RP was the accent most used in the early days of British broadcasting, which is why it’s sometimes called BBC English.
It’s non-rhotic, meaning the R-sound occurs only when followed by a vowel sound, though most other letters are emphatically pronounced.
It was the accent of the British Empire elite during the 19th-century and is still associated with the educated upper classes in Britain. For those reasons, it’s also often referred to as Oxford English (after the prestigious university) and the Queen’s English.
Today, RP is a more standardized sound, though still linked to ideals of education, elegance, and prestige.
The Estuary Accent, so called because it’s generally found in areas along the River Thames and its estuary, is probably the most familiar of modern-day British accents.
A mix between RP and the Cockney lilt, it has a sing-song rhythm and is brimful of glottal stops (i.e. when your vocal cords block airflow to a consonant, often making it inaudible).
Chef Jamie Oliver, comedian Ricky Gervais, and pop singer Adele are all great examples of famous folk with an Estuary accent, and their popularity is likely the reason the accent is thought of as quintessentially British.
And yet it’s not just the recognition of a British accent that makes it a good choice for your ad campaigns – it’s what the specific accents represent.
For many people, the RP, or standardized British accent, in particular, denotes distinction and refinement, as well as a generous dollop of the smarts.
That perception alone can enhance the prestige of a brand, making it more appealing to consumers seeking a touch of class and quality in their products.
This may be especially true of American consumers.
As Voice Crafters artist Tim B. explains:
“UK voices often appeal to US advertisers because, to their ears, they add a touch of sophistication or elegance.
Often they evoke the spirit of a particular personality well-known to US audiences – say, David Attenborough or James Bond – without even having a direct impersonation of their voice.”
Tim’s own voice highlights this elegance in the below Valliant ad for the ITV weather report:
In 2014, British-born car company Jaguar played specifically on this theme in their first-ever Super Bowl commercial.
They used Hollywood’s super-suave “supervillains” to promote their stylish Jaguar F-TYPE Coup and underscore the ad’s idea that sometimes, “It’s good to be bad.”
British actors Sir Ben Kingsley, Tom Hiddleston, and Mark Strong, all known for playing rich, silken-voiced movie rogues, were brought in for acting duties.
As Jeff Curry, Brand Vice President, Jaguar North America, said at the time:
The RP also carries with it connotations of a rich cultural heritage and history.
It’s the accent of the British monarchy, long associated with ideas of tradition, timelessness, wealth, and glamour.
As noted above, it was also the accent of the British upper classes during the country’s 19th-century colonial heyday.
Additionally, the clipped tones and enunciated T’s can conjure up images of Jane Austen heroines dancing in Regency ballrooms.
And it helps that pop cultural phenomena like Downton Abbey and Bridgerton have kept these ideals of Britain’s classic – and luxurious – heritage front and center in contemporary consumers’ minds.
Brands can capitalize on these associations, differentiating themselves in a crowded marketplace.
By positioning their products or services as having enduring value and a connection to a rich culture and heritage, brands such as Burberry, Charlotte Tilbury, and even Dyson have been able to grow in American, Asian, and other non-British markets.
Of course, it’s not just British brands that can leverage this sense of legacy and luxury.
The eloquent-sounding British voiceover alone can create these associations, no matter where the brand is based.
Voice Crafters voice actor, Simon F. notes:
But it also communicates a certain authority and credibility, while remaining easy to understand in foreign markets.”
Simon wonderfully demonstrates this through his corporate voice work with innovative German paint manufacturer, FreiLacke.
All this said, it’s not all stiff upper lips and posh pronunciations that can make a British accent work in a marketing campaign.
Regional British accents also mold particular perceptions in consumers’ minds.
For example, the Scouse accent from Liverpool tends to be associated with wit and charm.
This may have roots in the 1960s golden age of pop, where Liverpudlian musical heroes The Beatles, could create hysteria among millions with a grin and a wisecrack delivered during a media interview.
Similarly, the Yorkshire accent is often seen as representative of trustworthiness, straight-talking, and, more than anything, the voice of honest workers.
Yorkshire Tea played on this trope in a wonderfully fun ad featuring actor Sean Bean, a born and bred Yorkshireman, and one of the main characters in the first season of The Game of Thrones.
The ad came out during the peak of that TV show’s popularity and gives a cheeky nod to it while homing on the idea that decent, hardworking people will love a Yorkshire cuppa.
The familiarity that people have with the array of British accents today is primarily due to the country’s exceptional offering of movies, TV shows, and news broadcasts that people around the world can access.
This global recognition helps to build credibility and rapport. But it’s the various accents’ firm associations with timelessness and trust, or luxury and legacy that actually make the brand stand out.
If you’re looking for a British voiceover for your marketing campaign, Voice Crafters has a strong selection of top, vetted talent.
Simply post your project on our online platform.
Make sure you request custom auditions based on your script (it’s free!) to really hone in on the voice that’s right for your brand and message.
Or if you need help casting the right talent for you, drop us a line and we’ll be happy to help!
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