Perception of visual advertising in different media : from attention to distraction, persuasion, preference and memory

Peer reviewe

Eye Movements of Children and Adults Reading in Three Different Orthographies

In this study, we investigated developmental aspects of eye movements during reading of three languages (English, German and Finnish) that vary widely in their orthographic complexity and predictability . Grapheme-phoneme correspondence rules are rather complex in English and German but relatively simple in Finnish. Despite their differences in complexity, the rules in German and Finnish are highly predictable, whereas English has many exceptions. Comparing eye movement development in these three languages, thus, allows us to investigate whether orthographic complexity and predictability have separate effects on eye movement development. Three groups of children, matched on years of reading instruction, along with a group of proficient adult readers in each language were tested. All participants read stimulus materials that were carefully translated and back-translated across all three languages. The length and frequency of 48 target words were manipulated experimentally within the stimulus set. For children, word length effects were stronger in Finnish and German than in English. In addition, in English effects of word frequency were weaker and only present for short words . Generally, English children showed a qualitatively different reading pattern, while German and Finnish children’s reading behavior was rather similar. These results indicate that the predictability of an orthographic system is more important than its complexity for children’s reading development . Adults’ reading behavior, in contrast, was remarkably similar across languages. Our results, thus, demonstrate that eye movements are sensitive to language-specific features in children’s reading, but become more homogenous as reading skill matures

Timed written picture naming in 14 european languages

We describe the Multilanguage Written Picture Naming Dataset. This gives trial-level data and time and agreement norms for written naming of the 260 pictures of everyday objects that compose the colorized Snodgrass and Vanderwart picture set (Rossion & Pourtois in Perception, 33, 217\u2013236, 2004). Adult participants gave keyboarded responses in their first language under controlled experimental conditions (N = 1,274, with subsamples responding in Bulgarian, Dutch, English, Finnish, French, German, Greek, Icelandic, Italian, Norwegian, Portuguese, Russian, Spanish, and Swedish). We measured the time to initiate a response (RT) and interkeypress intervals, and calculated measures of name and spelling agreement. There was a tendency across all languages for quicker RTs to pictures with higher familiarity, image agreement, and name frequency, and with higher name agreement. Effects of spelling agreement and effects on output rates after writing onset were present in some, but not all, languages. Written naming therefore shows name retrieval effects that are similar to those found in speech, but our findings suggest the need for cross-language comparisons as we seek to understand the orthographic retrieval and/or assembly processes that are specific to written output

Gender affects semantic competition: The effect of gender in a non-gender-marking language

English speakers tend to produce fewer pronouns when a referential competitor has the same gender as the referent than otherwise. Traditionally, this gender congruence effect has been explained in terms of ambiguity avoidance (e.g., Arnold, Eisenband, Brown-Schmidt, & Trueswell, 2000; Fukumura, Van Gompel, & Pickering, 2010). However, an alternative hypothesis is that the competitor's gender congruence affects semantic competition, making the referent less accessible relative to when the competitor has a different gender (Arnold & Griffin, 2007). Experiment 1 found that even in Finnish, which is a nongendered language, the competitor's gender congruence results in fewer pronouns, supporting the semantic competition account. In Experiment 2, Finnish native speakers took part in an English version of the same experiment. The effect of gender congruence was larger in Experiment 2 than in Experiment 1, suggesting that the presence of a same-gender competitor resulted in a larger reduction in pronoun use in English than in Finnish. In contrast, other nonlinguistic similarity had similar effects in both experiments. This indicates that the effect of gender congruence in English is not entirely driven by semantic competition: Speakers also avoid gender-ambiguous pronouns. © 2013 American Psychological Association