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Watch out for erotic ads!

American scientists from the Yale University and Carnegie Research Institute conducted an interesting experiment. Volunteers had to notice the White House on one of the hundred pictures quickly passing on the screen. The majority of the pictures had landscapes and other buildings. However, there were also some containing erotic scenes.

It turned out that the closer the erotic pictures were to the one with the White House, the harder it was for the people to identify the needed building. Participants of the experiment said the American President’s residence was not among the pictures at all.

“We observed that people fail to detect visual images that appeared one-fifth of a second after emotional images, whereas they can detect those images with little problem after neutral images,” David Zald, assistant professor of psychology and member of the Vanderbilt Kennedy Center for Research on Human Development, said.

Scientist explained that together with palpitation, heavy perspiration erotic images cause the closer attention of the brain. That is why a person stops seeing what is going around for a tiny moment, although reason soon prevails over emotions again.

American scientists also believe that the violence scenes cause the same reaction. The most interesting fact is that women and men’s brain react in the same way to erotic and violent images. It is said that people with higher education degree are more likely to go emotionally blind because they feel they are responsible for what is going on in the world.
Research of the Americans proves that ads with sexual or violent context can affect drivers and pedestrians and lead to accidents.

 In the US and several European countries the statistics proves that there are more accidents in the places where there are ads of lingerie, for instance. Traffic policemen joke that it is time to put up a road sign “Watch out for erotic ads!”

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12/2008 02/2009


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