Aaaah!! Turn it off. Quick, change the channel.

I know commercial stations have to make money, just like newspapers, but why does the “commercial” part of television have to be so intrusive, so LOUD and so repetitive. So intrusive, so LOUD and so repetitive.

Well, I’m not going to take it any more.

I don’t like anyone yelling at me at the best of times, let alone in my own living room.

And I don’t need people repeating themselves, and reinforcing the messages with flashing graphics, as though I am some sort of brain-dead dolt, unable to understand that, yes, they sell computers and, yes, their “biggest ever” computer and furniture sale lasts only two days and, yes, I don’t have to pay anything until 2093.

For me, these ads are counter-productive. When I see one, apart from quickly muting the sound or changing the channel, I immediately make a mental note to never shop at the offending business.

And that is probably the only satisfying course of action left to disgruntled viewers, because if you complain to the commercial television industry body, Free TV Australia, individual TV stations, or broadcasting authorities, you will probably be told the ads are technically not louder than the programs.

This is what Free TV says: “The issue of loudness is complicated. Unlike volume, which can be accurately and objectively measured, ‘loudness’ is largely subjective and is influenced by a variety of factors including volume, pitch, compression and other sound processing techniques.

“These factors can contribute to advertisements appearing ‘louder’ than programs even when broadcast at the same volume.

“In addition, an advertisement that is unobtrusive when broadcast during an action movie/drama program may appear louder when broadcast during a talk show or variety program.”

So there, it’s all in your mind.

But the truth is that though the loudest parts of the ads might not be louder than the loudest parts of the programs, editing techniques, such as compression, equalisation and limiting, allow for the production of one constant wall of sound, all at the maximum volume with no relief.

And what about those initially quirky ads that get repeated over and over until every last vestige of humour disappears?

I probably laughed the first time I saw the ad where three yobbos sneak a pink sock into a talking white bear’s bath, but the humour escapes me now.

The other night I saw a commercial that could, or should, be the future of TV advertising.

I was reading the paper, not even watching TV, but the ad for Rivers clothing and footwear stores caught my attention.

It was totally silent – no hectoring histrionics, no maddening music, just a list of products and prices. It was bliss.

I am going shopping at Rivers this weekend just to encourage them. Then, all dressed up in my new finery, I might go and yell at a few computer and furniture salesmen.

— MIKE GARRY

Do you think commercials are louder than the actual TV shows? Which commercials are the biggest turn-off for you?