Could just be the writer/wannabe film maker in me but I analyse whatever I'm watching as much as whatever I'm reading and have transferred that nasty habit to my children much to J's consternation (they at least generally won't do their running commentaries when watching stuff with him, it gets very noisy on the extremely rare occasions where they're watching stuff with me though XD).  

If English Lit at high school, the class I can't remember the name of at uni and the internet in general is anything to go by, people read text just as mindlessly as whatever they're watching.

Somewhat vaguely related to analysis, I'm guessing that whoever translated the sign didn't think it was necessary to run it past the English proofreader first? XD I don't know any safe distances but if I meet some or someone that does I will let them know.