Word: interrupted
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...programming dominated the ninth area, which controls absorption. Indeed, viewers were so absorbed by the programs that the other areas were nearly dormant. More predictably, the study also found that ads work best when their content is in harmony with the programs they interrupt. An ad for the alcopop WKD, for instance, registered more viewer interest than a Red Cross appeal when both appeared during a South Park clip. Another Neurosense study, for PHD Media, a media-buying agency, looked at which areas of the brain are most receptive to different media--TV, print and radio. PHD used the results...
...Escape the bells: What a waste to plan a schedule of 11 a.m. classes only to be woken up every morning at 8:40 a.m by the Memorial Church bells. Luckily, outside of the Yard, the early ringing won’t interrupt your pleasant slumber...
Together, Marathon and its partners developed a comprehensive $12 million plan that targeted mosquitoes and called for improvements in medical care. Because infected mosquitoes tend to bite at night, when people are home, an indoor spraying program using the pesticide bendiocarb was launched to interrupt the cycle of transmission. (Small amounts of the chemical are applied directly to walls where mosquitoes like to linger.) At the same time, the Ministry of Health of Equatorial Guinea introduced the use of artemisinin-based combination therapy, the new standard of treatment for malaria in the underdeveloped world...
...chemical barriers to sperm entering the vagina and causing pregnancy. It's an elegantly simple approach, made even simpler by the fact that researchers didn't really have to start from scratch to come up with new anti-HIV compounds; they already have them in the ARVs, which now interrupt the virus from infecting cells at various points in its life cycle...
...breastfeeding that can be hard to break, observes Greg Allen, author of the blog Daddytypes. The mother becomes the expert first, then cringes as she watches her husband awkwardly stumble through his learning curve. As she hears the cries of her fragile infant, she can't help but interrupt...