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Sound like you mean it

Creative radio specialist Tony Hertz puts the awe in audio

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It is amazing to think about the sounds we hear throughout the day yet hardly ever pay attention to. The sprinkle of the shower in the morning, the scraping of the butter knife against the toast, the pings in the elevator, or even the ticking of the clock _ these seemingly insignificant noises actually affect our perception of our surroundings, say experts. 

"In a multimedia environment, the audio section of that is more likely to be perceived below conscious level," notes Tony Hertz, radio guru and founder of Hertz:Radio, a creative/production company. "People are less aware of it, but it doesn't make it any less important, because it is still there. It's not the sound itself, but how it makes you feel."

Sound extends beyond the literal meaning of the words, he said, and the emotions evoked through pausing, pitch and rhythm are often universal. Regardless of how different cultures are, there are certain things that don't change _ the only thing that changes is the expression of them.

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