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Public Grooming Case
The Case: Public Grooming
Noise is not a persuasive sales pitch. The other day, a friend of mine mentioned how outrageous the noise levels have gotten in commercials; she stated that now, she immediately mutes her television before a commercial break starts because the noise level is so irritatingly loud, much louder than the program itself even. I had to agree with her, and why is it that we passively accept the noise of commercials, allowing for noise levels that are extreme to the point of being unhealthy. And notice that I use the term "noise" when referring to the sound from commercials: this isn't music or speech that I'm talking about -- it's so loud that I don't even notice what is being said but only how loud it's communicated.
I understand the method behind the loud commercials; people get attuned to the program they're watching, and by raising the volume they jolt people into paying attention. Still, I can't help but wonder that if my friend is now muting her commercials, she's...
I have to believe that the companies that are paying good money for these commercials can't be too happy to learn that people are muting their televisions before the start of commercial breaks, thereby missing the sales pitches used to sell the products. There's a paradox at work here -- by raising the volume level, less people are hearing what is being said in these commercials, and in turn less people are buying their products.
I love television, and I even don't mind commercials. I've always felt that the ads form a mutually supportive dynamic with the program, as they increase the suspense of the show and often provide comic relief or a funny and relatable scenario. Commercials are by no means annoying, and if the noise level were reduced even a bit, I'm all for watching them. But unless the noise becomes more reasonable, I'm going to join my friend in pressing for the mute button.
In my article on television commercial noise…
References
Beason, L. (2001). Ethos and error: How business people react to errors. College Composition and Communication, 53(1), 33-64.
Cialdini, R.B. (2005). Basic social influence is underestimated. Psychological Inquiry, 16(4), 158-161.
Cialdini, R.B. (2008). Influence: Science and Practice. Boston: Prentice Hall.
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