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Ad production techniques
Audio compression is a recording technique in which a commercial's sound track is recorded at a constant and maximum loudness level. When played within a program featuring a normal range of sounds "some loud, some soft" the contrast can be startling.
"Re-shaping the sound" is another commercial production method. Those frequencies to which the ear is most sensitive are raised in level, while frequencies that make for more pleasant listening are reduced. The resulting commercial now features a sound track that grabs your attention, but which may also sound harsh - especially when combined with the audio compression technique.