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新奇事件簿(翻译+字幕+讲解):吃爆米花影响广告效益

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The advertising people see while at the movies is less effective when audiences eat popcorn. This is the conclusion of a newly-published study from Germany's Cologne University. According to researchers, people remember the names of new brands or products by silently pronouncing them in their brains. However, with a mouth full of popcorn, this process is interrupted. The report is titled "Popcorn in the Cinema: Oral Interference Sabotages Advertising Effects". It describes how the chewing action interferes with the brain's "inner speech" that operates whenever we come across a new name. Researchers say: "This happens covertly, that is, without our awareness."

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Researcher Sascha Topolinski invited 96 people to watch a movie. Half of the group was given popcorn, while the rest received a small sugar cube. A week later, the participants were asked to rate a series of products, including some of those they had seen adverts for during the movie. The sugar cube group remembered a lot more of the product names than those who ate popcorn. Mr Topolinski said: "The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising." He added: "This finding suggests that selling candy in cinemas actually undermines advertising." This presents cinema owners with a dilemma. There is usually a 900% mark-up on popcorn sold in movie theatres.

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重点单词   查看全部解释    
dilemma [di'lemə]

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n. 困境,进退两难

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bucket ['bʌkit]

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n. 水桶
vt. 装在桶里
vi.

 
immune [i'mju:n]

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adj. 免除的,免疫的

 
effective [i'fektiv]

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adj. 有效的,有影响的

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react [ri'ækt]

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vt. 作出反应
vi. 起反应,起作用,反攻

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original [ə'ridʒənl]

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adj. 最初的,原始的,有独创性的,原版的

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cube [kju:b]

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n. 立方体,立方
vt. 求 ... 的立方

 
interference [.intə'fiərəns]

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n. 妨碍,干扰
[计算机] 干涉

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pervasive [pə:'veisiv]

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adj. 普遍的,蔓延的,渗透的

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activate ['æktiveit]

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v. 激活,使活动,起动

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