美国快餐业巨擘汉堡王总公司与其主要的特许经营者之间日前爆发了一场争执，原因是打出了“全球变暖是扯淡”口号的路边广告牌。

A row between the fast food giant Burger King and one of its major franchise owners has erupted over roadside signs proclaiming "global warming is baloney".

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路边广告牌、公交和地铁自动扶梯上的广告海报、机场候机楼的广告，这类众所周知的户外广告形式曾被认为是广告行业行将就木的表现，仅此而已。

ROADSIDE billboards, posters on buses and subway escalators, ads in airport terminals-a type of publicity known as out-of-home advertising-used to be the dull end of the industry. No more.

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在这一讲中，我会带大家看看，为什么人们对于搜索广告的关注方式完全不同于电视和路边广告牌上的广告，尽管它们的神经学原理是完全一致的。

This week, I want to explore why those same mechanisms dictate that our search interactions are going to be completely different from engagement with a TV ad or a billboard.

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