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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
日期:2015-07-14 13:46

(单词翻译:单击)

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听力文本

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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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中文翻译

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一边吃爆米花一边看电影所带来的广告效果会有所减弱V(AiM[)D-rE。这是德国科隆大学发布的最新研究4yUCYM_c-wdbGwr。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5+h3.!me3-[tvn。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wDq6-^.!FLM。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P@]y7El+K@fQt。”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”^X#2,!m|oPY。研究人员称:“事情的发生是悄无声息的,人们并没有意识到ZWd%IYb4t*363。”

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研究员塔波林斯基博士邀请了96人来观看电影YnU4M!rjE7;^X-j]DVT。给他们一半提供爆米花,其余的提供方糖Z;D*xm54hk4(UlmY。一周后,要求参与者进行一系列产品测试ZeKloiS,[;X+2。包括那些他们在电影院中看到的广告4LyLAs1SjiH8~Z,r~T|;。食用放糖的那组比吃爆米花的那组要记住更多的产品7.bx;qeh-@h。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NJ[N3olAmA%[ymV。”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zphS0,D=l@E@L0zjx#uS。”这让电影院遇到了两难抉择ZrzoJ@~oCL[4Zs9RN。通常电影院的爆米花会加价90%|7)z97M5fnO_kRB

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译文属可可原创,仅供学习交流使用,未经许可请勿转载

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重点讲解

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1.sugar cube 方糖

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例句:He is stupid enough to hide a sugar cube in a bucket of water.

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他蠢得把一块方糖藏在一桶水里~^AEfgAM;MkUZbZR]o

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2.mark-up 涨价

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例句:Take cocaine: the mark-up between coca field and consumer is more than a hundredfold.

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比如说可卡因,从咖啡农场到消费者之间的涨价高达百倍还多A0%t]caEolF

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3.newly-published 新出版的

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例句:The newly-published version of the Hallmarks paper reflects a better understanding of the original six hallmarks, plus two new ones.

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最近发表的一篇癌症特征研究报告,反映出对最初6种特征更深入的了解,另外,还加上了两种新的特征+#5Ypo6OZu

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4.full of 装满

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例句:His head is full of nonsense.

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他满脑子荒唐念头^D0g&7.Cp&8n9eTH=h]

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听力题目

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1.Where did people watch advertising while watching movies?

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a) on iPads

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b) at the movies

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c) in bed

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d) in a university research lab

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2.What do people do in their brains to remember names?

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a) say the name backwards

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b) say the name seven times

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c) link the name with a place and time

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d) silently say the names

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3.What does a mouth full of popcorn do?

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a) stop people remembering names

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b) interrupt conversation

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c) give you tooth decay

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d) activate your taste buds

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4.What does the chewing action interfere with?

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a) talking

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b) understanding the movie

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c) the brain's "inner speech"

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d) the ability to react quickly

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5.What word at the end of the article means "without our awareness"?

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a) inner

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b) covertly

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c) interferes

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d) sabotages

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6.What two things did test participants eat?

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a) sugar cubes and popcorn

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b) popcorn and chocolate

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c) sugar pops and corn

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d) hot dogs and French fries

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7.When did participants do a memory recall test?

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a) the day after watching a movie

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b) straight after the movie

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c) a week after watching a movie

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d) just before the movie started

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8.Who remembered the most names?

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a) the sugar cube group

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b) the researchers

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c) people who ate 300g of chocolate

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d) those who ate popcorn

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9.How was the activity of eating popcorn described as being?

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a) mundane

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b) sabotaging

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c) immune

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d) dilemma

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10.How much do cinemas increase the price of popcorn by?

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a) 999%

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b) 90%

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c) 99%

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d) 900%

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听力答案

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1.b

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2.d

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3.a

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4.c

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5.b

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6.a

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7.c

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8.a

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9.a

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10.d

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