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It sounds fresh because it is accompanied by an unexpected image onstage.
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Now researchers say they have discovered another extreme form of blindness, in which people fail to notice an unexpected image, even when shown by itself and staring them in the face.
A poorly illuminated environment can significantly affect the contrast ratio, producing an unexpected image.
A few years ago, Pepsi Max did its own ad campaign using augmented reality by projecting unexpected images (a tiger, a crashing meteor and an alien tentacle pulling people into the street) on a bus shelter's sign for people to view as they waited for their bus to arrive.
For those of us who don't frequent multimillion-dollar art auctions, the stunt provided a delightfully unexpected image, one of stodgy collectors and buttoned-up salespeople stunned into silence by the unmistakable sound of art money shredding.
The first, called Thank You (We All Fall Down), opens with a boxer taking a hard hit in the boxing ring, followed by some unexpected images of great American resilience: Popeye, John Belushi as Bluto in Animal House, and Evel Knievel.
"I'm always looking for the unexpected image.
Fame arrived by an unexpected route.
But today freedivers are greeted by an unexpected sight.
We were all possessed by an unexpected euphoria.
Crime has fallen by an unexpected 10% over the past year.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com