Every year television stations receive hundreds of complaints about
the loudness of advertisements. However, federal rules forbid the
practice of making ads loud than the programming. In addition, 【M1】__________
television stations always operate at the highest sound level allowing for 【M2】__________
reasons of efficiency. According to one NBC executive, no difference
exists in the peak sound level of ads and programming. Given this
information, why do commercials sound so loud?
The sensation of sound involves variety of factors in addition to its 【M3】__________
peak level. Advertisers are skilful at create the impression of loudness 【M4】__________
through their expert use of such factors. One major contributor of the 【M5】__________
perceived loudness of commercials is that much less variation in sound
level occur during a commercial. In regular programming the intensity of 【M6】__________
sound varies over a large range. However, sound levels in commercials
tend to stay at or near peak levels.
Another “tricks of the trade” are also used. Because low-frequency 【M7】__________
sounds can mask higher-frequency sounds, advertisers filter out any
noises in that may drown out the primary message. In addition, the 【M8】__________
human voice has more auditory impact in the middle-frequency ranges.
Advertisers electronically vary voice sounds so that they stay within such
a frequency band. Another approach is to write the script in which lots
of consonants are used, because people are most aware of consonants 【M9】__________
than vowel sounds. Finally, advertisers try to begin commercials with
sounds that are highly different from that of the programming within 【M10】_________
which the commercial is buried. Because people become adapted to the
type of sounds coming from programming, a dramatic change in sound
quality draws viewers’ attention. For example, notice how many
commercials begin with a cheerful song of some type.
【M9】
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