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  3. Every year television stations receive hundreds of complaints about the loudness of advertisements. However, federal rules forbi

Every year television stations receive hundreds of complaints about the loudness of advertisements. However, federal rules forbi

admin2014-04-23  35
问题     Every year television stations receive hundreds of complaints about the loudness of advertisements. However, federal rules forbid the practice of making ads louder than the programming. In addition, television stations always operate at the highest sound level allowed for 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 a variety of factors in addition to its peak level. Advertisers are skilful at creating the impression of loudness through their expert use of such factors. One major contributor to the perceived loudness of commercials is that much less variation in sound level occurs during a commercial. In regular programming the intensity of sound varies over a large range. However, sound levels in commercials tend to stay at or near peak levels.
    Other "tricks of the trade" are also used. Because low-frequency sounds can mask higher frequency sounds, advertisers filter out any noises that may drown out the primary message. In addition, the human voice has more auditory (听觉的) 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 so that lots of consonants (辅音) are used, because people are more aware of consonants than vowel (元音) sounds. Finally, advertisers try to begin commercials with sounds that are highly different from those of the programming within 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.
    The attention-getting property of commercials can be seen by observing one-to-two-year-old children who happen to be playing around a television set. They may totally ignore the programming. However, when a commercial comes on, their attention is immediately drawn to it because of its dramatic sound quality.
Many commercials begin with a cheerful song of some kind because______.
选项 A、pop songs attract viewer attention
B、it can increase their loudness
C、advertisers want to make them sound different from regular programs
D、advertisers want to merge music with commercials
答案C
解析 本题是一道具体细节题。问许多电视广告都用某种兴高采烈的歌曲做开头曲的原因是什么。利用查阅式阅读法，我们可以在文章第三段倒数第二句中找到相关信息。这句话指出，因为人们已经习惯了节目中的某种声音，突然听到一种变化了的声音会吸引观众的注意力。因此，本题的正确答案应是选择项C“因为广告商想使其广告中的声音与其他节目中的声音有所不同”。
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