countries, since reading speeds "as done by Ivarsson (1992) and Screen Subtitling Systems Ltd. (1998), are usually established in WPM, while the word length can vary significantly for different languages, and the concept of `localization' only copes with linguistic and cultural elements for the time being, and is thus not dir- ectly related with the type of viewer". These comments are considered especially appropriate in order to answer some of the research questions in mind, like the re- lationship between CPS and WPM and their more than likely variation depending on the language the reading speed calculations are made for. Díaz Cintas (2008: 967) states that the famous "six second rule" can be trans- lated in terms of CPS to values of 12, and proposes the equivalent interval in WPM (between 140 and 150). The scholar also points out figures usually higher for DVD, © 2013. Fédération des Traducteurs (fit) Revue Babel All rights reserved 408 José Luis Martí Ferriol
liked Joe. He then compared their liking responses with the number of tickets they had purchased from Joe. There was a significant tendency for subjects to buy more raffle tickets from Joe the more they liked him. This alone is hardly a startling find- ing, since most of us would have guessed that people are more willing to do a favor for someone they like. The interesting finding of the Regan experiment, however, was that the re- lationship between liking and compliance was completely wiped out in the con- dition under which subjects had been given a Coke by Joe. For those who owed him a favor, it made no difference whether they liked him or not; they felt a sense of obligation to repay him, and they did. The subjects who indicated that they disliked Joe bought just as many of his tickets as did those who indicated that they liked him. The rule for reciprocity was so strong that it simply over-
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