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新奇事件簿(翻译+字幕+讲解):吃爆米花导致广告效果减弱

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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    
sabotage ['sæbətɑ:ʒ]

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n. 怠工,破坏活动,破坏 vt. 从事破坏活动,妨害,

 
immune [i'mju:n]

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adj. 免除的,免疫的

 
pervasive [pə:'veisiv]

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adj. 普遍的,蔓延的,渗透的

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poverty ['pɔvəti]

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n. 贫困,贫乏

 
interrupted [intə'rʌptid]

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adj. 中断的;被打断的;不规则的 vt. 打断;中断

 
considerable [kən'sidərəbl]

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adj. 相当大的,可观的,重要的

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candy ['kændi]

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n. 糖果
vt. 用糖煮,使结晶为砂糖

 
harden ['hɑ:dn]

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v. (使)变硬,(使)坚强

 
conclusion [kən'klu:ʒən]

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n. 结论

 
emotional [i'məuʃənl]

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adj. 感情的,情绪的

 


关键字: 爆米花 电影 广告

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