It is rude to ignore other people.
Paul is watching TV when his son Max walks in and starts asking a million annoying questions.
Paul wants to get Max to stop talking.
Paul tells Max that he needs to go upstairs and read an encyclopedia which will have all the answers.
Paul decides to pretend not to hear Max and continues watching the game as if Max isn't there.
Max gets intrigued by the encyclopedia and runs upstairs to try to see what that is.
Max is annoyed he's not getting attention from Paul causing him to get even louder and more obnoxious.