当前位置: Language Tips> 双语新闻

吃爆米花让人抵挡广告诱惑

Eating popcorn in the cinema makes people immune to advertising

中国日报网 2013-11-05 09:41

分享到

 

吃爆米花让人抵挡广告诱惑

查看原文

Eating popcorn in the cinema may be irritating not just for fellow movie goers, but for advertisers: a group of researchers from Cologne University has concluded that chewing makes us immune to filmadvertising.

The reason why adverts manage to imprint brand names on our brains is that our lips and the tongue automatically simulate the pronunciation of a new name when we first hear it. Every time we re-encounter the name, our mouth subconsciously practises its pronunciation.

However, according to the study published in the Journal of Consumer Psychology, this "inner speech" can be disturbed by chewing, rendering the repetition effect redundant.

For their experiment, the researchers invited a group of 96 people to a cinema to watch a movie preceded by a series of adverts. Half of the participants were given free popcorn throughout the session, the other half only received a small sugar cube which immediately dissolved in their mouths.

A test at the end of the screening showed that the adverts had left no effect on those viewers who had chewed their way through popcorn throughout, while the other participants showed positive psychological responses to the products they had encountered in the ads.

"The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising," said Sascha Topolinski, one of the researchers.

He goes as far as implying that his research may spell the end of the traditional popcorn machine in cinema foyers. "This finding suggests that selling candy in cinemas actually undermines advertising effects, which contradicts present marketing strategies. In the future, when promoting a novel brand, advertising clients might consider trying to prevent candy being sold before the main movie."

查看译文

在影院吃爆米花不仅会惹恼部分观影者,也让广告商不大乐意。科隆大学的一个研究小组得出结论,咀嚼让人对电影广告免疫。



广告之所以可以让我们记住品牌名称,是因为当我们第一次听到新名字时,会自动念出这个名字。我们再遇到这个品牌名字的话,潜意识中嘴巴就会练习这个发音。



但是,根据《消费心理月刊》发表的一份研究,咀嚼会打断这种“内心独白”,让重复的效果变得多余。



在实验中,研究人员邀请96名实验对象去影院观看一部在开头播放一组广告的电影,从头到尾提供给其中一半人免费爆米花,而另一半人只得到一小块入口即化的方糖。


放映结束后进行的测试显示,那些嚼爆米花的观众对这组广告完全没印象,而其他那些观众却对广告中的产品产生了积极的心理反应。



研究人员Sascha Topolinski说:“吃爆米花这样一个普通的行为让我们的实验对象抵挡了广告的渗透作用。”


他还暗示,他的实验宣告了影院大厅传统爆米花机的末日。“这项发现表明,在影院卖糖果实际上破坏了广告的效果,这与现行的市场策略相悖。未来,在宣传新品牌时,广告客户可能会考虑停止在重要电影开始前销售糖果。”

相关阅读

研究:圣诞音乐刺激购物欲望

(译者 柠檬泡腾片 编辑 丹妮)

 

分享到

中国日报网英语点津版权说明:凡注明来源为“中国日报网英语点津:XXX(署名)”的原创作品,除与中国日报网签署英语点津内容授权协议的网站外,其他任何网站或单位未经允许不得非法盗链、转载和使用,违者必究。如需使用,请与010-84883561联系;凡本网注明“来源:XXX(非英语点津)”的作品,均转载自其它媒体,目的在于传播更多信息,其他媒体如需转载,请与稿件来源方联系,如产生任何问题与本网无关;本网所发布的歌曲、电影片段,版权归原作者所有,仅供学习与研究,如果侵权,请提供版权证明,以便尽快删除。

中国日报网双语新闻

扫描左侧二维码

添加Chinadaily_Mobile
你想看的我们这儿都有!

中国日报双语手机报

点击左侧图标查看订阅方式

中国首份双语手机报
学英语看资讯一个都不能少!

关注和订阅

本文相关阅读
人气排行
热搜词
 
 
精华栏目
 

阅读

词汇

视听

翻译

口语

合作

 

关于我们 | 联系方式 | 招聘信息

Copyright by chinadaily.com.cn. All rights reserved. None of this material may be used for any commercial or public use. Reproduction in whole or in part without permission is prohibited. 版权声明:本网站所刊登的中国日报网英语点津内容,版权属中国日报网所有,未经协议授权,禁止下载使用。 欢迎愿意与本网站合作的单位或个人与我们联系。

电话:8610-84883645

传真:8610-84883500

Email: languagetips@chinadaily.com.cn