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

Paint Nite: Get drunk and make a painting…

At Paint Nite, New Yorkers can drink and make a painting at a New York City bar.

National

Judge sets January start for murder trial of…

By Elizabeth BarberBOSTON (Reuters) - Former New England Patriots player Aaron Hernandez will be tried in January for the murder of semi-professional football player Odin…

National

Donut capers stymie police in Oregon

For more than a month, mysterious vandals have been smearing pastries on cars, depositing donuts in lawns and leaving cakes strewn about the streets.

International

U.S., European airlines halt flights to Israel due…

U.S. and European airlines halted flights to Tel Aviv in an effort to ensure passenger safety as turmoil in Israel and the region has intensified.

Arts

Don't miss 'Charles James: Beyond Fashion' at the…

Have you been meaning to see "Charles James: Beyond Fashion"? There are only two weeks left to get to the Met and catch this amazing American fashion designer's collection.

Television

Zac Posen talks 'Project Runway' and what it…

We talked to Zac Posen, judge and designer extraordinaire, about the new season of "Project Runway" and what keeps him coming back after three seasons.

Television

'Face Off' contestant David 'DOC' O'Connell sounds off…

David "DOC" O'Connell tells us about getting cast on Season 7 of Syfy's "Face Off," premiering tonight at 9.

Arts

PHOTO: Wildlife photographer Marc Mol captures amazing aerial…

This aerial image was taken by photographer Marc Mol who spotted the animals during an air safari in Zambia.

MLB

MLB Power Rankings: A's, Angels, Dodgers, Brewers lead…

MLB Power Rankings: A's, Angels, Dodgers, Brewers lead pack

NFL

2014 NFL season betting odds: Which team will…

2014 NFL season betting odds: Which team will win Super Bowl?

NFL

5 players to watch at Giants training camp

Metro takes a look at five players who will be on everyone’s mind when Giants training camp gets underway.

NFL

'Vicktory dogs' travel road to rehabilitation seven years…

Of the dozens of dogs groomed by Bad Newz Kennels, 48 were rescued and 22 of the pit bull terriers have emerged at Best Friends Animal Society.

Tech

Learn Braille with these gloves

U.S. scientists have designed high-tech gloves to help users understand Braille in a matter of minutes.

Home

5 New Ikea products that will change your…

We round-up the latest must-have products.

Food

Recipe: Wolfgang Puck's Buttermilk French Toast

We recently spent some time chatting with restauranteur/celebrity chef Wolfgang Puck at his Wolfgang Puck American Grille in the Borgata in Atlantic City. Puck wanted…

Style

Go retro with your sneakers

The best of wacky new sneakers.