Breaking News English

The advertising people see [while / during] at the movies is less effective when audiences eat popcorn. This is the [conclusive / conclusion] of a newly-published study from Germany's Cologne University. According [by / to] researchers, people remember the names of new brands or products by [silently / silence] pronouncing [them / it] in their brains. However, with a mouth full of popcorn, this process is [interruption / interrupted] . The report is [titled / title's] "Popcorn in the Cinema: Oral Interference Sabotages Advertising Effects". It describes [how / what] the chewing action interferes with the brain's "inner speech" that [operates / operative] whenever we come across a new name. Researchers say: "This happens [overtly / covertly] , that is, without our awareness."

Researcher Sascha Topolinski [invited / invites] 96 people to watch a movie. Half of the group [was / were] given popcorn, while the [residue / rest] received a small sugar cube. A week later, the participants were asked to [berate / rate] a series of products, [including / inclusive] 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 / them] who ate popcorn. Mr Topolinski said: "The mundane activity of eating popcorn [made / gave] participants immune to the pervasive [affects / effects] of advertising." He added: "This finding suggests that [sold / selling] candy in cinemas actually undermines advertising." This presents cinema owners with a dilemma. There is usually a 900% [mark-up / mark-down] on popcorn sold in movie theatres.