Just as water pollution is contamination of the water, noise can be considered contamination of the air waves. From a cognitive standpoint, there exists an optimal level of ambient noise. Too far above or below this level will cause focus and creativity to drop off. In this sense, noise is like pollution of the mind. A new study from the University of Illinois shows that ambient noise is a major factor affecting creative cognitive abilities. It is something that advertisers and marketers should be especially attuned to in marketing their products to the public.