Escape advertising through the power of chewing

popcorn, movie snack
Credit: Metro Archive

Eating popcorn makes you insensitive to advertising in cinemas, as “oral interference” disrupts our ability to learn brand names, claim researchers at the University of Cologne.

Test groups who had been eating remembered nothing compared to a group who had not, said study author Dr. Sascha Topolinski, who enlightened us further.

Metro: Please explain this mysterious process.

Topolinski: The mouth automatically generates sub-vocal speech when we encounter novel names, which is how a brands embeds itself. But if you are eating something your mouth cannot train with the word, in our case it was popcorn

So if my mouth does the remembering, why am I so bad with names?

My last name is difficult so I understand, but people who are bad with names often are suffering interference. Try to keep your mouth free in future during introductions.

Can I ignore advertising everywhere by chewing at the right times?

It could work – say by chewing gum to avoid TV commercials and Internet banners. Our subjects quite enjoyed the cinema adverts without being able to remember anything about them.

So it works with all foods?

Yes and by vocal interaction like chatting, Even smoking a cigarette would have that effect.

Are you worried that advertisers might kill you?

Well, our research is only about new brands so Apple and Burger King are already in your brain. One solution could be that cinemas only sell snacks after the adverts, that would please everyone



News
Entertainment
Sports
Lifestyle
Local

MTA announces service changes for Sunday

The MTA has announced service changes ahead of Sunday's People's Climate March, which will be held from 11:30 a.m. to 4:30 p.m. Sunday. Riders using…

Local

NYPD launches Twitter account for L train

The NYPD recently launched a Twitter handle dedicated to the L train and its riders. According to @NYPDLtrain, officers went underground Thursday morning to hand…

Local

Bushwick community space offers activists a place to…

A new Bushwick community space offers community activists to meet, create, learn and throw back a few cold ones. MayDay, located 214 Starr Street in Bushwick,…

Local

Activists gearing up for Sunday's "historic" People's Climate…

If all goes according to plan, more than 100,000 people will gather near Central Park West on Sunday morning and march through midtown to raise…

Arts

EXCLUSIVE: Backstage with Adam Jacobs at 'Aladdin' on…

Metro shadowed Adam Jacobs backstage at "Aladdin" on Broadway.

Movies

Review: Terry Gilliam's 'The Zero Theorem' is better…

Terry Gilliam's latest, "The Zero Theorem," concerns a reclusive malcontent (Christoph Waltz) struggling with the search for the meaning of life.

Music

Esperanza Spalding and a being called Emily get…

Esperanza Spalding is about to spiral off in a brand new direction that may or may include an alter ego named Emily.

Movies

Review: Bickering family dramedy 'This is Where I…

A talented cast sits Shiva in the bickering family dramedy "This is Where I Leave You," although it's more sap than yuks.

NFL

J.J. Watt poses unique challenges to struggling Giants…

Watt, arguably the best defensive player in the league, is the leader of a surprising Texans (2-0) team that has already matched last season’s win total.

NFL

Eric Decker 'unlikely to play' against Bears: Source

Jets wide receiver Eric Decker's status for Monday night’s game against the Bears is in doubt after he missed practice again Wednesday.

NFL

Preston Parker, not Odell Beckham, will replace Jerrel…

Tom Coughlin noted the next man up will be unheralded veteran Preston Parker.

NFL

NFL Week 3 full schedule (kickoff time, TV)

NFL Week 3 full schedule (kickoff time, TV)

Parenting

A sneaky way to serve kids fruits and…

"My First Juices and Smoothies" gives smoothie recipes for kids.

Style

3 things we love from Day 1 of…

The highlights from Day 1 of Milan Fashion Week.

Sex

Why don't more couples use condoms?

  Call it the “condom moment.” That’s the name the authors of a new study have given to the pivotal conversation every couple should be…

Sex

Need an idea for a first date? Here's…

Picture your idea of a nice first date. Is it dinner and a movie? A visit to an interesting museum exhibit? Instead, an expert on…