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第1段
1 .<-NARRATOR:-> Now listen to part of a lecture on this topic in a psychology class.
请听心理学课上关于这个话题的部分内容。
2 .<-MALE PROFESSOR:-> OK, uh... the first kind of memory, we're all very familiar with this, right?
第一种记忆，我们对它都很熟悉，对吗？
3 .You probably remember what you had for dinner last night - you have a Conscious Memory of last night's dinner.
你也许还记得昨天晚饭吃了什么。你对昨天的晚餐有着有意识的记忆，
4 .So, um, if I ask you 'what did you eat last night?' you could tell me.
所以，如果我问你你昨晚吃了什么，你完全能说出来。
5 .But these other kind of memories - 'implicit Memories', they work differently.
但是，另外一种记忆——内隐记忆，是完全不同的。
6 .Let's take an example from the world of advertising.
让我们从广告行业找个例子。
7 .[pause] When you're driving along a highway, you'll see plenty of billboards - you know, road-side advertisements.
你行驶在高速公路上的时候，经常会看见大量的广告牌，就是那些路边广告。
8 .You certainly don't remember them all.
当然你并没有把它们全部记下来，
9 .But they still affect you.
但是它们仍会对你产生影响。
10 .Marketing researchers have shown, well, to be specific, let's say there's a billboard on the highway advertising a ... car, called the 'Panther'.
营销研究人员表示...为了更具体一点，我们假设高速公路的一个广告牌上在宣传一种叫黑豹的汽车。
11 .The ad shows a big picture of a car and above the car in huge letters is the name of the car- 'Panther'.
广告上有一张这辆车的巨幅照片，在车的上方用大字写着这辆车的名字：黑豹。
12 .A lot of people drive by the billboard.
许多人都会开车经过这个广告牌，
13 .[pause] But ask those drivers later if they saw any advertisements for cars, and well, they'll think about it and a lot of them will say 'no'.
但是稍后如果问起这些司机是否看见过车的广告，他们往往会认真回想，但是很多人都会说没见过。
14 .They honestly don't remember seeing any.
他们确实不记得看见过类似的广告。
15 .They have no conscious memory of the 'Panther' billboard.
他们对于这个黑豹车的广告牌并没有有意识的记忆。
16 .So, you ask the same people a different question.
所以，你接着又问同样一群人另一个问题。
17 .You ask, um...ok, um...you ask them to name an animal starting with the letter 'p'.
你让他们说出一个以字母P开头的动物的名字。
18 .What do you think they'll answer?
你觉得他们会如何回答呢？
19 .Do they say 'pig'?
你以为他们会说猪（Pig）吗？
20 .'Pig' is the most common animal that starts with the letter 'p', but they don't say 'pig'.
猪是名字以字母P开头的最常见的动物了。但是他们并没有说猪，
21 .They say 'Panther'.
而是说的黑豹（Panther）！
22 .The billboard had an effect even though the drivers don't remember ever seeing it.
即使司机们都不记得曾经见过这块广告牌，但它确实是有影响的。