Does the use of a foreign language influence attention and genre-specific viewing patterns for job advertisements? An eye-tracking study

Hilberink-Schulpen, Béryl; Nederstigt, Ulrike; Meurs, Frank van; Alem, Emmie van

doi:10.1016/j.ipm.2016.04.007

Cited by 10 publications

(5 citation statements)

References 28 publications

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“…Audience's ability to recognize a brand is linked to its symbolic impact, whereas brand recall is more associated with the cognitive processing stage. In regions where the local language utilizes a non-Roman alphabetical system, findings indicate that the attention-getting efficacy of job advertisements is comparable whether presented in local language or English (Hilberink-Schulpen et al, 2016). Under candidate advertising, Spanish-language advertisements positively affect bilingual individuals, while English-speaking monolingual Americans exhibited strong negative responses to such advertisements (Flores and Coppock, 2018).…”

Section: Foreign Language Displaymentioning

confidence: 95%

“…Audience’s ability to recognize a brand is linked to its symbolic impact, whereas brand recall is more associated with the cognitive processing stage. In regions where the local language utilizes a non-Roman alphabetical system, findings indicate that the attention-getting efficacy of job advertisements is comparable whether presented in local language or English (Hilberink-Schulpen et al. , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

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The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

Xu,

Cao,

Matsuoka

2024

APJML

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PurposeThe impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.Design/methodology/approachThis study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.FindingsThis study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.Originality/valueThis is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

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Section: Foreign Language Displaymentioning

confidence: 95%

Section: Literature Reviewmentioning

confidence: 99%

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

Xu,

Cao,

Matsuoka

2024

APJML

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“…Additionally, the eye-tracking method has been used in the study of learning and reading (Bol et al , 2016; Hilberink-schulpen et al , 2016). Bol et al (2016) used the eye-tracking method to study the relationship between attention and recall among younger (<65 years) and older (≥65 years) adults and then predicted recall of younger and older adults based on eye-tracking data.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Bol et al (2016) used the eye-tracking method to study the relationship between attention and recall among younger (<65 years) and older (≥65 years) adults and then predicted recall of younger and older adults based on eye-tracking data. Hilberink-schulpen et al (2016) investigated the effect of language choice on attention in job advertisements and the attention was measured by eye-tracking data; they found that foreign language was not a good option to attract attention, compared with home language.…”

Section: Literature Reviewmentioning

confidence: 99%

Predicting readers’ domain knowledge based on eye-tracking measures

Zhang

Chen

et al. 2018

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Purpose This paper aims to examine the effect of domain knowledge on eye-tracking measures and predict readers’ domain knowledge from these measures in a navigational table of contents (N-TOC) system. Design/methodology/approach A controlled experiment of three reading tasks was conducted in an N-TOC system for 24 postgraduates of Wuhan University. Data including fixation duration, fixation count and inter-scanning transitions were collected and calculated. Participants’ domain knowledge was measured by pre-experiment questionnaires. Logistic regression analysis was leveraged to build the prediction model and the model’s performance was evaluated based on baseline model. Findings The results showed that novices spent significantly more time in fixating on text area than experts, because of the difficulty of understanding the information of text area. Total fixation duration on text area (TFD_T) was a significantly negative predictor of domain knowledge. The prediction performance of logistic regression model using eye-tracking measures was better than baseline model, with the accuracy, precision and F(β = 1) scores to be 0.71, 0.86, 0.79. Originality/value Little research has been reported in literature on investigation of domain knowledge effect on eye-tracking measures during reading and prediction of domain knowledge based on eye-tracking measures. Most studies focus on multimedia learning. With respect to the prediction of domain knowledge, only some studies are found in the field of information search. This paper makes a good contribution to the literature on the effect of domain knowledge on eye-tracking measures during N-TOC reading and predicting domain knowledge.

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“…Some previous studies have already discussed the aspects of the language of the advertisement. Some of them are the use of foreign terminology in job advertisement [5]; the use of discourse aspect in political advertisement [6]; language choice and ideology in newspaper advertisement [7]; and bilingual marketing advertisement [8]. Unfortunately, no one has discussed the language of the Gofood billboard with the case of culture and communication crisis in educational settings.…”

Section: Introductionmentioning

confidence: 99%

The Language Use in Commercial Billboard in Educational Settings: The Cases of Communication Crisis and Culture on Gofood Billboard

Saputra¹,

Subiyantoro²,

Setiawan³

2019

Proceedings of the 2nd Workshop on Language, Literature and Society for Education

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This study is aimed at explaining the communication crisis on Gofood billboard in an urban area. Gofood is a food-delivery platform to serve its customers. Communication crisis is interpreted as the shift of formal language into a non-formal language. Formal language does not mean an official language, but the standard language of advertisement. The educational environment seeks to perfect the error in language use so it can be more acceptable to society. The language use on Gofood billboard is dominated by text and images. Some points were generated as the findings of this study. There was a shift in the use of the phrases in the billboard, in this case, the use of slang in the advertisement. Besides, the images only showed the menu without naming. This study applied the semiotic approach to find out the meaning of the text and the images which were interrelated. The language of the billboard contains indescribable thing and often related to cultural context. In that case, Gofood billboard is seen as the product of culture. Thus, it is important to look at how media produce and communicate meaning through language use.

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Does the use of a foreign language influence attention and genre-specific viewing patterns for job advertisements? An eye-tracking study

Cited by 10 publications

References 28 publications

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

Predicting readers’ domain knowledge based on eye-tracking measures

The Language Use in Commercial Billboard in Educational Settings: The Cases of Communication Crisis and Culture on Gofood Billboard

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