The Commercial Advertisement Loudness Mitigation act, (CALM) will require advertisers to keep the volume of their ads at the same level as the rest of the content on a station.

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Often cited as the pioneer of TV advertising, he insisted that an advertisement or commercial should show off the value of a product, not the cleverness of a copywriter.

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The trick was to come up with a brilliant advertisement: the best, such as a commercial for Pears soap, ran for years.

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Advertisers could label the second screen as a distraction, but ad executives tend to disagree, with a caveat that the advertisement should look and feel nothing like the traditional commercial.

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But for many people, the alternative to a political advertisement is not a policy seminar, but a beer commercial.

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The following day, the advertisement became fodder for talk shows after Republican commentator Karl Rove told Fox News he was offended by the commercial.

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