Audio effects can be very important to an audio spot. Knowing when to use them and how much of them to use can be critical. Over or under usage of effects can ruin a well-read commercial. Here are the most commonly used effects.
1. Filtering – A filter can be added to a voice by using an Equalizer. An Equalizer can control the high and low tones of a sound. For instance, if the voice is very deep, you can use an equalizer to filter out the low tones and make a clearer sounding voice that is friendlier to the listener. This can also work in the opposite way and make a high-pitched, thinner voice sound deeper and more powerful. Filters are also used is to make certain parts of the voice stand out from the rest and be more attention getting.
2. Delay – A delay is an echo. In order to make important parts stand out or sound more important, a delay can be used to literally echo a message so the listener hears it again.
3. Reverb – Reverb, or Reverberation, can change the size of the room the speaker is in, from a small shower to a large, empty church, and can add to the context of a spot. However, adding just a little bit of reverb can have cool sounding effect on a voice and is another way to make certain words stand out from the rest.
4. Time Compression – Time Compression is an effect that is used in almost all radio spots. It can shorten an audio file in order to fit in a desired time slot, usually 60, 30, or 15 seconds. While time compression is very helpful, it is still important to try to have the original voice as close to the time as possible because too much time compression doesn’t sound natural.
Kevin Grove
Intern, Propulsion Media Labs
Communications Studies, West Chester University
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