新奇事件簿 吃爆米花影响广告效益

The advertising¹ people see while at the movies is less effective when audiences eat popcorn². 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 Sabotages³ Advertising Effects". It describes how the chewing action interferes⁴ with the brain's "inner speech" that operates whenever we come across a new name. Researchers say: "This happens covertly⁵, that is, without our awareness⁶."

一边吃爆米花一边看电影所带来的广告效果会有所减弱。这是德国科隆大学发布的最新研究。根据研究人员的说法，通过大脑默念，人们会记住新品牌或是新产品。但是，如果人们在这期间食用爆米花的话，那么这一过程将被打乱。这份报告的名称为“电影院中的爆米花：口腔蠕动破坏广告效应。”报告描述的是不管何时遇到新名字，咀嚼行为都将影响大脑的“内部言语”。研究人员称：“事情的发生是悄无声息的，人们并没有意识到。”

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 adverts⁷ 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 mundane⁸ activity of eating popcorn made participants immune to the pervasive⁹ effects of advertising." He added: "This finding suggests that selling candy in cinemas actually undermines advertising." This presents cinema owners with a dilemma¹⁰. There is usually a 900% mark-up on popcorn sold in movie theatres.

研究员塔波林斯基博士邀请了96人来观看电影。给他们一半提供爆米花，其余的提供方糖。一周后，要求参与者进行一系列产品测试。包括那些他们在电影院中看到的广告。食用放糖的那组比吃爆米花的那组要记住更多的产品。波林斯基博士称：“看电影吃爆米花这一无聊行为让人们免受了广告的巨大效应。”他补充道：“这一发现说明在电影院销售糖果将影响广告所带来的影响。”这让电影院遇到了两难抉择。通常电影院的爆米花会加价90%。

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 popcorn   

n.爆米花

参考例句：

• I like to eat popcorn when I am watching TV play at home.当我在家观看电视剧时，喜欢吃爆米花。
• He still stood behind his cash register stuffing his mouth with popcorn.他仍站在收银机后，嘴里塞满了爆米花。

3 sabotages   

阴谋破坏（某事物）( sabotage的第三人称单数 )

参考例句：

• The plastic sheeting used in farmland extremely pollutes and sabotages the soil environment. 农田塑料薄膜（地膜）污染对土壤环境危害很大，覆膜灌溉技术可能会增加其复杂性。

4 interferes   

vi. 妨碍，冲突，干涉

参考例句：

• The noise interferes with my work. 这噪音妨碍我的工作。
• That interferes with my plan. 那干扰了我的计划。

5 covertly   

adv.偷偷摸摸地

参考例句：

• Naval organizations were covertly incorporated into civil ministries. 各种海军组织秘密地混合在各民政机关之中。 来自辞典例句
• Modern terrorism is noteworthy today in that it is being done covertly. 现代的恐怖活动在今天是值得注意的，由于它是秘密进行的。 来自互联网

6 awareness   

n.意识，觉悟，懂事，明智

参考例句：

• There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。
• Environmental awareness has increased over the years.这些年来人们的环境意识增强了。

7 adverts   

advertisements 广告，做广告

参考例句：

• the adverts on television 电视广告
• The adverts are not very informative. 这些广告并没有包含太多有用信息。

8 mundane   

adj.平凡的；尘世的；宇宙的

参考例句：

• I hope I can get an interesting job and not something mundane.我希望我可以得到的是一份有趣的工作，而不是一份平凡无奇的。
• I find it humorous sometimes that even the most mundane occurrences can have an impact on our awareness.我发现生活有时挺诙谐的，即使是最平凡的事情也能影响我们的感知。

9 pervasive   

adj.普遍的；遍布的，(到处)弥漫的；渗透性的

参考例句：

• It is the most pervasive compound on earth.它是地球上最普遍的化合物。
• The adverse health effects of car exhaust are pervasive and difficult to measure.汽车尾气对人类健康所构成的有害影响是普遍的，并且难以估算。

10 dilemma   

n.困境，进退两难的局面

参考例句：

• I am on the horns of a dilemma about the matter.这件事使我进退两难。
• He was thrown into a dilemma.他陷入困境。