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This is Scientific American's 60-Second Science. I'm Amy Kraft. Got a minute?

"Over the course of this campaign..."

A lot of people watch political debates on TV. Which means great opportunities for advertisers. But an ad for an island getaway or exotic cuisine¹ will only sound appealing if the viewer agrees with the candidate they are watching. That's according to a study in the Journal of Consumer Research.

Two-hundred-sixty-five people were exposed to forms of persuasive² communication and then asked to rate advertisements for vacation spots, cars or food.

In one experiment, participants either viewed a debate between two political candidates or watched one politician speak about economics. Study subjects with a preference for one candidate reported negative reactions while watching the speaker they opposed. And political independents developed negative feelings while they watched the debate.

The study found that such negative feelings decreased a subject's opinion of a subsequent ad.

The research provides insight into how our cognitive³ responses to an ad can be influenced by the context in which a viewer experienced the ad. So even though an advertisement may look good, it's like a gemstone: the setting counts.

Thanks for the minute. For Scientific American's 60-Second Science, I'm Amy Kraft.

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收听单词发音

1 cuisine
n.烹调，烹饪法
参考例句：
This book is the definitive guide to world cuisine.这本书是世界美食的权威指南。 This restaurant is renowned for its cuisine.这家餐馆以其精美的饭菜而闻名。

2 persuasive
adj.有说服力的，能说得使人相信的
参考例句：
His arguments in favour of a new school are very persuasive.他赞成办一座新学校的理由很有说服力。 The evidence was not really persuasive enough.证据并不是太有说服力。

3 cognitive
adj.认知的，认识的，有感知的
参考例句：
As children grow older,their cognitive processes become sharper.孩子们越长越大，他们的认知过程变得更为敏锐。 The cognitive psychologist is like the tinker who wants to know how a clock works.认知心理学者倒很像一个需要通晓钟表如何运转的钟表修理匠。