In one embodiment, ambient sound in audible range of a telephone is electronically sampled, and an audible alert is automatically generated in response to an incoming call signal as a function of the sampled ambient sound. The ambient sound sample may be analyzed in terms of selected parameters such as frequency, amplitude, and tempo. The audible alert may then be generated as a function of the selected parameters in such a way that the audible alert is more noticeable in the presence of the ambient sound. For example, an alert frequency that is dissonant with an identified frequency of the ambient sound may be generated.