Sound levels of TV advertisements relative to the adjacent programs and cross-national comparison of the way of their insertion into programs

摘要

A couple of perceptual experiments were conducted in order to investigate the relationship between the physical sound levels of advertisements (CMs) and he corresponding auditory perception relative to the reference speech. The experiment-1 for three types of CMs aired in Japanese broadcasting with different sound levels show that all CMs sound louder than a reference speech irrespective of large sound level differences. The experiment-2 for three types of CMs with similar sound levels and the standard deviations show that some of them sound louder than the reference. Next, ways of insertion of CMs into programs were investigated for news programs broadcast in Japan, UK and US. The results show that silent periods with different durations were commonly inserted between main programs and CMs in UK and in US, while no silent period was introduced in Japanese commercial broadcasting.