Introduction
Have you ever been comfortably sitting down, watching television, only to be suddenly startled by an obnoxiously loud commercial? If so, you’re not alone. The issue of loud commercials is a common complaint among viewers, and it has led many to wonder why commercials are so loud, to begin with. In this article, we’ll explore the technical, psychological, and social factors that contribute to loud commercials, as well as examining potential solutions to the problem.
The Science Behind Commercials Being Louder
As it turns out, there are various technical factors that can contribute to commercials being louder than the programming they accompany. One significant factor is the use of compression, which is a technique used to increase the perceived volume of audio.
Volume measurements
It’s important to note that volume is measured in decibels (dB). A typical TV program has a volume level around 70 dB, while commercials tend to range from 90-98 dB. This difference in volume can be perceived as a significant increase, even though the measured difference is not as large.
Sound waves and traveling
Another factor is the way sound waves travel. When a commercial is compressed, it makes the loud parts louder and the soft parts quieter. The sudden increase in volume can be jarring, especially if the volume was previously lowered, like when a show goes to commercial break.
Advertising Strategy: How Louder Commercials Grab Your Attention
Despite the annoyance factor for viewers, advertisers have found that loud commercials are effective in grabbing people’s attention. In a crowded media landscape, advertisers need to do something to stand out.
Creating an emotional response
Commercials that are louder than the programming can create an emotional response in viewers. Whether it’s excitement, humor, or agitation, these intense emotions are often what advertisers are trying to achieve. Creating an emotional response makes the viewer more likely to remember the advertisement.
Subliminal messages
Additionally, some advertisers use subliminal messages, which are messages that are below the threshold of conscious perception. Louder commercials can mask these messages, making them more effective.
Social Implications of Loud Commercials
While advertisers find loud commercials effective, the impact on consumers can be detrimental. One issue is potential harm to hearing. Carrying out a long-term exposure to loud commercials or TV programs with loud commercials can impact hearing, potentially leading to hearing loss.
The annoyance factor
There’s also the annoyance factor. Loud commercials can disrupt the viewing or listening experience. Viewers may become frustrated or angry with the advertiser, which can lead to negative associations with the brand.
The Legal Aspect of Loud Commercials
Given the potentially harmful impact on consumers, several regulatory measures are in place to limit the volume of commercials.
Public policies
One such measure is the Commercial Advertisement Loudness Mitigation (CALM) Act, which established mandatory volume limits on commercials. The policy states that commercials should have the same average volume as the programming, with spikes in volume limited to no more than two decibels above the average.
Legislation on the use of loud commercials
Countries worldwide have also regulated the volume of commercials, such as Canada, which has the Television Broadcasting Regulations, 1987, requiring broadcasters to maintain a consistent broadcast level throughout programming.
Consumer Psychology: Why We Tend to Remember Loud Commercials More
One significant reason why advertisers continue to use loud commercials is that studies have shown loud volume is more likely to create an emotional response, thus, people are more likely to remember them.
Memory and emotion
Why does this happen? Memory and emotion are linked. When something causes an emotional response, it’s more likely to be remembered. So, when an advertisement creates an emotional response through loud volume, viewers are more likely to remember it.
Finding Alternatives: How to Reduce the Volume of Commercials Without Negatively Impacting Advertisers
While loud commercials often lead to negative associations with the brand, finding alternatives that benefit both viewers and advertisers can be challenging. However, it’s crucial to address the problem of loud commercials and protect the hearing of viewers.
Alternative methods
Alternative options include the use of differentiation techniques, like music and sound effects, rather than a volume spike to garner attention. Another option includes finding a balance between the impact of the advertisement and its potential to cause annoyance.
Effective commercials without volume
Ultimately, the challenge for advertisers is to create effective commercials without relying on volume.
Conclusion
While loud commercials are effective at grabbing attention and creating an emotional response, they can have negative implications for viewers. The science behind loud commercials points to technical factors, while the psychology behind them focuses on the emotional response of viewers. Regulatory measures and alternative methods can help reduce the volume of commercials without negatively impacting advertisers.
Call to action
As viewers, it’s crucial to continue to speak out against loud commercials to protect our hearing. As advertisers, it’s essential to find ways to create memorable ads without resorting to volume spikes.