(单词翻译:单击)
听力文本
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."
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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词汇学习
1.effective adj.有效的；起作用的
Light colours provide an effective backdrop for pictures or a mirror.
浅色是挂放图画或镜子很有效果的衬托。
2.conclusion n.结论
Over the years I've come to the conclusion that she's a very great musician.
这些年来，我得出的结论是她是一位非常伟大的音乐家。
3.pronounce vt.宣布，宣称；演讲
The authorities took time to pronounce their verdicts.
当局斟酌权衡再三才宣布他们的决定。
4.interrupt vt.暂停；中断；打扰；妨碍
Taller plants interrupt the views from the house.
稍高些的植物遮挡了房内的视线。
5.sabotage v.蓄意破坏
He accused the opposition of trying to sabotage the election.
他谴责反对派企图阻挠选举的进行。
6.covertly adv.偷偷摸摸地
It will come out that she has covertly donated considerable sums to the IRA.
她暗中给爱尔兰共和军提供了大笔资助的事情即将曝光。
7.mundane adj.平凡的
Her London life was sedate, almost mundane.
她在伦敦的生活平淡无奇，几乎有些枯燥。
8.pervasive adj.普遍的；扩大的；渗透的
She lives with a pervasive sense of guilt.
她生活在深深的愧疚之中。
9.undermine v.逐渐削弱
The continued fighting threatens to undermine efforts to negotiate an agreement.
持续的战斗会破坏希望通过谈判来达成协议的努力。
10.dilemma n.窘境，困境
Public policy on the family presents liberals with a dilemma.
有关家庭的公共政策使自由主义者陷入了进退两难的境地。
11.mark-up n.增高标价
But a mark-up of one per cent seems rather high.
但是你们的利率标高一个百分点是相当高的。
内容解析
1.It describes how the chewing action interferes with the brain's "inner speech" that operates whenever we come across a new name.
interfere with干预；阻挠
Emotional problems can seriously interfere with a student's work.
感情问题可能严重妨碍学生的学习。
come across偶遇
He's the best opponent I've come across this season, a great player.
他是我本赛季遇到的最出色的对手，一位了不起的运动员。
2.The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising.
immune to对…免疫，不受影响
Whilst Marc did gradually harden himself to the poverty, he did not become immune to the sight of death.
尽管马克逐渐对贫困现象无动于衷，但他对于死亡的惨象还是不免动容。
参考翻译
如果观众看电影时吃爆米花，那么他们看到的广告的效果就会减弱。这是德国科隆大学最新发表的一份研究得出的结论。研究人员称，如果在安静状态下向他们的大脑中宣读，人们能记住新品牌和产品的名字。然而，如果满嘴都是爆米花，记忆过程被扰乱。该报告题为“电影院的爆米花：口头干预破坏广告效果”。该报告描述了咀嚼行为如何干扰我们接触一个新名字时运作的大脑的“内部语言”。研究人员表示：“这是暗中进行的，我们意识不到。”
研究员Sascha Topolinski邀请96人看电影。其中一半的人分发了爆米花，其他人则发一小块糖。一周后，要求参加者辨别一系列产品，包括他们看电影时曾经看到的产品。吃糖块的一组记得的产品名字比吃爆米花的一组记得的多很多。Topolinski先生说：“吃爆米花这种平凡的行为导致参加者对广告的入侵效应免疫。”他补充说：“该发现表明，在电影院出售糖果会削弱广告效果。”这导致电影院老板进退两难。电影院出售的爆米花价格比外面高出九倍。
