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Additionally, they are using audio equalization to emphasize only certain frequencies. The bass frequencies are filtered out as these increase the overall VU level of the signal, whereas a middle-to-high midrange frequency (say 300-3000Hz like the phones are limited to for optimum voice clarity) give more perceived dB levels at the same VU level. By focusing the frequency range to be more aligned with the hearing sensetivity, the ads can get more volume regardless of volume setting. Engineers and auto-volume controls watch the VU meters, not the overall frequency balance, so this is something that can "slip by" all but the most attentive filter.
What REALLY grates my nerves is the trend of commercials using "alarm clock beeping" or "cellphone ringing/pager beeping" noises. We're conditioned to focus on the source of these noises, and more often than not, it's just a stupid advertisement on the radio/TV. Grrrrrrrrrr.
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