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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  39
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.
In the passage, the author is trying to tell us______.
选项 A、how TV ads vary vocal sounds to attract attention
B、how the loudness of TV ads is overcome
C、how advertisers control the sound properties of TV ads
D、how the attention-getting properties of sounds are made use of in TV ads
答案D
解析 本题是一道涉及作者写作目的类问题。利用浏览式阅读法通读全文，我们发现作者在文章中着重介绍了人们是如何运用各种方法使得商业电视节目具有不同于普通节目的音响效果并最终吸引观众的注意力的。因此，本题的正确答案应是选择项D“在电视广告中如何利用声音吸引人的注意力的特性”。
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