There was once a belief that for TV and radio commercials, a Scottish voice was more ‘trustworthy’. This was particularly the case for financial services ads. It was, however, a belief entirely without foundation. ‘We made it up,’ a banking executive once told me. ‘We’d moved our call centres up to Scotland, so we decided to use Scottish voices on our adverts.’
The ‘trustworthy Scot’ myth quickly gained currency. From the late 1990s onwards, you could hardly turn on the radio or television without hearing a Scottish voice telling you about mortgages, loans, terms and conditions. Soon the demand for Scottish voices moved beyond the financial sector: they began advertising everything from mobile phones to DFS sofas.
Then things began to unravel, starting with Gordon Brown. His spectacular mishandling of the UK economy put a large dent in the Scots’ reputation for fiscal probity.
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