Why Advertising Should Be Getting Quieter.
When asked why music is getting louder, a producer yesterday suggested that "if you shout louder you get heard."
I think you can all see the hole in that argument. But, if not, try this experiment with a crying child (preferably one that is already doing so). Don't shout to be heard. Talk incredibly quietly, virtually inaudibly and watch the child stop crying in order to hear whatever they're missing.