(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.
中文翻译
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。”
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%。
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重点讲解
1.sugar cube 方糖
例句：He is stupid enough to hide a sugar cube in a bucket of water.
他蠢得把一块方糖藏在一桶水里。
2.mark-up 涨价
例句：Take cocaine: the mark-up between coca field and consumer is more than a hundredfold.
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。
3.newly-published 新出版的
例句：The newly-published version of the Hallmarks paper reflects a better understanding of the original six hallmarks, plus two new ones.
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。
4.full of 装满
例句：His head is full of nonsense.
他满脑子荒唐念头。
听力题目
1.Where did people watch advertising while watching movies?
a) on iPads
b) at the movies
c) in bed
d) in a university research lab
2.What do people do in their brains to remember names?
a) say the name backwards
b) say the name seven times
c) link the name with a place and time
d) silently say the names
3.What does a mouth full of popcorn do?
a) stop people remembering names
b) interrupt conversation
c) give you tooth decay
d) activate your taste buds
4.What does the chewing action interfere with?
a) talking
b) understanding the movie
c) the brain's "inner speech"
d) the ability to react quickly
5.What word at the end of the article means "without our awareness"?
a) inner
b) covertly
c) interferes
d) sabotages
6.What two things did test participants eat?
a) sugar cubes and popcorn
b) popcorn and chocolate
c) sugar pops and corn
d) hot dogs and French fries
7.When did participants do a memory recall test?
a) the day after watching a movie
b) straight after the movie
c) a week after watching a movie
d) just before the movie started
8.Who remembered the most names?
a) the sugar cube group
b) the researchers
c) people who ate 300g of chocolate
d) those who ate popcorn
9.How was the activity of eating popcorn described as being?
a) mundane
b) sabotaging
c) immune
d) dilemma
10.How much do cinemas increase the price of popcorn by?
a) 999%
b) 90%
c) 99%
d) 900%
听力答案
1.b
2.d
3.a
4.c
5.b
6.a
7.c
8.a
9.a
10.d
