A server receives an acquisition request for visual content, such as desired text or image content, from a client terminal via a communication network, and retrieves, from a database, data of the visual content requested by the client terminal. Then, by analyzing the visual content, by referring to an appropriate table or otherwise, the server determines music content or effect tone content to be imparted to the requested visual content in associated relation to specific substance of the requested visual content. Then, the server retrieves data of the determined music content or effect tone content from a database, and transmits the data of the visual content, along with the data of the music content or effect tone content, to the client terminal. On the basis of the data transmitted by the server, the client terminal can not only visually display the requested visual content but also audibly reproduce the music content or effect tone content. The client terminal may select appropriate music content or effect tone content from a memory of the client terminal and associate the thus-selected appropriate music content or effect tone content with the visual content received from the server.