scholarly journals Eye tracking study of attention to print advertisements: Effects of typeface figuration

2016 ◽  
Vol 9 (5) ◽  
Author(s):  
Irma Puškarević ◽  
Uroš Nedeljković ◽  
Vladimir Dimovski ◽  
Klementina Možina
Keyword(s):  
Experimental Design ◽  
Eye Tracking ◽  
Specific Area ◽  
Cognitive Effort ◽  
Current Understanding ◽  
Objective Method ◽  
Print Advertisements ◽  
Rhetorical Figures ◽  
Subjective Method ◽  
Research Studies

The use of rhetorical figures has become a widely–accepted method for capturing attention and positively increasing cognitive effort in print advertisements. So far research studies mostly analyzed the effect of rhetorical figures in the written as well as pictorial elements of an ad. However, there have been few studies addressing the effect of rhetorical figuration in the specific area of typeface design. This study analyzes the effects of typeface figuration (i.e., regular vs. irregular stylization of the form) on attention and attitude of the viewers. The study also looks at how the effect of typeface figuration changes in relation to the type of a product (hedonistic vs. utilitarian) being advertised. Through the use of a 2 × 2 experimental design, the study measures data using a combination of eye tracking (an objective method) and attitude scaling (a subjective method). 65 volunteers participated in the study. The eye tracking results show that using rhetorical figures in typeface mainly affects attention of the viewers. We have also determined that they influence their attitude. Additionally, the study shows that a typeface and a type of products are correlated; it shows that the hedonistic type of products can benefit more from the figuration. In conclusion, our study builds on and expands the current understanding of the use of rhetorical figures by proving that there is a correlation between the use of rhetorical figures in typeface and viewers' attention, depending on the type of product being advertised.

scholarly journals Quality assessment of machine translation output

2020 ◽  
Vol 13 (2) ◽  
pp. 271-285
Author(s):  
Ramunė Kasperavičienė ◽  
Jurgita Motiejūnienė ◽  
Irena Patašienė
Keyword(s):  
Eye Tracking ◽  
Machine Translation ◽  
Cognitive Effort ◽  
Complementary Method ◽  
Evaluation Approach ◽  
Cognitive Evaluation ◽  
Output Quality ◽  
Fast Development ◽  
Analysis Of Error ◽  
Language Pair

Despite fast development of machine translation, the output quality is less than acceptable in certain language pairs. The aim of this paper is to determine the types of errors in machine translation output that cause comprehension problems to potential readers. The study is based on a reading task experiment using eye tracking and a retrospective survey as a complementary method to add more value to the research as eye tracking as a method is considered to be problematic and challenging (O’BRIEN, 2009; ALVES et al., 2009). The cognitive evaluation approach is used in an eye tracking experiment to determine the complexity of the errors in the English–Lithuanian language pair from easiest to hardest as seen by the readers of a machine-translated text. The tested parameters – gaze time and fixation count – demonstrate that a different amount of cognitive effort is required to process different types of errors in machine-translated texts. The current work aims at contributing to other research in the Translation Studies field by providing the analysis of error assessment of machine translation output.

scholarly journals Young Soccer Players With Higher Tactical Knowledge Display Lower Cognitive Effort

2019 ◽  
Vol 126 (3) ◽  
pp. 499-514 ◽  
Author(s):  
Felippe da S. L. Cardoso ◽  
Sixto González-Víllora ◽  
José Guilherme ◽  
Israel Teoldo
Keyword(s):  
Eye Tracking ◽  
Pupil Diameter ◽  
Cognitive Effort ◽  
Soccer Players ◽  
Performance Tasks ◽  
Soccer Video ◽  
Tactical Knowledge ◽  
Mobile Eye Tracking

The present study aimed to investigate whether the form and amount of declarative tactical knowledge (DTK) and procedural tactical knowledge (PTK) influence cognitive effort during soccer performance among young players. We assessed 36 male players from a Brazilian first-division soccer club; participants averaged 14.89 ( SD = 1.42) years of age. We evaluated DTK from video simulation tests and PTK through the System of Tactical Assessment in Soccer. We assessed cognitive effort by measures of pupil diameter using Mobile Eye Tracking-XG while players viewed soccer video scenes and made game-related play decisions. After the assessment of tactical knowledge, we categorized the sample according to players’ tactical knowledge into participants with higher and lower PTK and higher and lower DTK. Subsequently, we examined the both PTK and DTK groups on cognitive effort. Our results suggest that tactical knowledge influences cognitive effort in that players with higher PTK and DTK displayed less cognitive effort during soccer performance tasks. In conclusion, we observed that PTK and DTK influenced the cognitive effort younger soccer players expended while viewing soccer scenes and making soccer performance decisions.

Child and adult readers’ processing of foreign elements in translated South African picturebooks

Target ◽  
2013 ◽  
Vol 25 (2) ◽  
pp. 180-227 ◽  
Author(s):  
Haidee Kruger
Keyword(s):  
Children's Literature ◽  
Eye Tracking ◽  
Research Question ◽  
Children’S Literature ◽  
Cognitive Effort ◽  
Adult Readers ◽  
Content Type ◽  
Translation Strategies ◽  
Areas Of Interest ◽  
Reading Study

The tension between domesticating and foreignising translation strategies is particularly strongly felt in the translation of children’s literature, and has been a key issue in many studies of such literature. However, despite the pervasiveness of the concepts, there is little existing empirical research investigating how child (and adult) readers of translated children’s books process and respond to for eignised elements in translation. This means that scholars’ arguments in favour of either domestication or foreignisation in the translation of children’s literature are often based on intuition and personal experience, with no substantial empirical basis. This article presents the findings of an experiment undertaken to investigate Afrikaans child and adult readers’ processing of and responses to potentially linguistically and culturally foreign textual elements in translated children’s picturebooks, against the background of postcolonial/neocolonial cultural and linguistic hybridity in South Africa. The paper reports the results relating to two of the research questions informing the study: Does the use of foreignised elements in translated children’s picturebooks have any significant effect on the cognitive effort involved in reading for child and adult readers? Is the comprehension of child and adult readers affected by the use of for eignised elements in translated children’s picturebooks? A reading study utilising eye-tracking was conducted, involving both child and adult participants reading manipulated domesticated and foreignised versions of pages from two picturebooks translated from English to Afrikaans. To answer research question (1), data obtained by means of eye-tracking were analysed for dwell time, fixation count, first fixation duration and glances count for areas of interest (AOIs) reflecting domesticating or foreignising translation strategies. In order to answer question (2), short structured questionnaires or interviews with participants were used, focusing on the degree of comprehension of the two texts. Overall, the findings of the experiment demonstrate that while there are perceptible effects on processing and comprehension associated with the use of foreignising strategies, these effects are not straightforward or uniform, with notable differences not only for different AOIs, but also for child and adult readers.

scholarly journals Non-conventional figurative language as aesthetics of everyday communication

2016 ◽  
Vol 6 (2) ◽  
pp. 243-275 ◽  
Author(s):  
Lena Wimmer ◽  
Ursula Christmann ◽  
Elisabeth Ihmels
Keyword(s):  
Figurative Language ◽  
Semantic Differential ◽  
Cognitive Effort ◽  
Aesthetic Appreciation ◽  
Main Hypothesis ◽  
The Core ◽  
Rhetorical Figures ◽  
Aesthetic Pleasure ◽  
Exploratory Data ◽  
Everyday Communication

This study focuses on the emotional aesthetic appreciation of figurative language, a dimension which has often been neglected in experimental psycholinguistics. Our goal was to demonstrate that non-conventional figurative utterances are evaluated as more aesthetically pleasing although they are cognitively more demanding than conventional rhetorical figures. This hypothesis was tested for three main types of figurative language (metaphors, irony and idioms) in three separate surveys. Participants assessed utterances by means of a questionnaire which comprised several semantic differential items. The postulated covariation of non-conventionality and cognitive effort as well as of non-conventionality and aesthetics could be clearly established for metaphors and for irony. For idioms we could only partially provide this evidence. However, in a combined sample for all figurative language forms (compiled from the three studies) the main hypothesis was again confirmed. Thus, the results demonstrate that non-conventional variants of figurative language must be considered as the core of figurative aesthetics. Furthermore, our exploratory data gave evidence of an aesthetic paradox: the cognitive costs of understanding conventional figurative language reduce aesthetic pleasure, while in the case of non-conventional rhetoric figures the enhanced cognitive effort is accompanied by an increase in aesthetic pleasure.

scholarly journals Eye-tracking the semiotic effects of layout on viewing print advertisements

2018 ◽  
Vol 8 (1) ◽  
pp. 46-66
Author(s):  
George Damaskinidis ◽  
Evangelos Kourdis ◽  
Evrpides Zantides ◽  
Eleni Sykioti
Keyword(s):  
Complex System ◽  
Eye Tracking ◽  
Time Sequence ◽  
Print Advertisements ◽  
Visual Elements ◽  
Point Of Entry ◽  
Print Advertisement ◽  
Reading Path ◽  
Tracking Technology

The print advertisement produces meaning for its readers through the interaction of a complex system of semiotic elements. Understanding this meaning is based on readers’ ability to follow the established reading conventions of their culture. The article describes a study that uses eye-tracking technology to examine readers’ interaction with the semiotic elements of two print advertisements. The relation between print advertisements and semiotics is informed by intersemiotic analysis and the reading path concept. The advertisements’ layout is rearranged to form two sets of texts: one original advertisement and a modified version. We have calculated the time sequence in which visual and verbal areas attract attention, the amount of time spent on them and the depth of attention paid to the areas read. The results show how layout re-arrangement affects reading behaviour, such as reading the smallest visual first and the target text sequentially without visual elements interrupting the reading, or having the same point of entry in both the original and the modified advertisements.

scholarly journals New Measures of Visual Scanning Efficiency and Cognitive Effort

2020 ◽  
Author(s):  
Zezhong Lv ◽  
Qing Xu ◽  
Klaus Schoeffmann ◽  
Simon Parkinson
Keyword(s):  
Eye Tracking ◽  
Visual Information ◽  
Cognitive Effort ◽  
Tracking Data ◽  
Visual Scanning ◽  
Size Change ◽  
Information Theoretic ◽  
Optical Flows ◽  
Scanning Mechanism ◽  
Jensen Shannon Divergence

AbstractVisual scanning plays an important role in sampling visual information from the surrounding environments for a lot of everyday sensorimotor tasks, such as walking and car driving. In this paper, we consider the problem of visual scanning mechanism underpinning sensorimotor tasks in 3D dynamic environments. We exploit the use of eye tracking data as a behaviometric, for indicating the visuo-motor behavioral measures in the context of virtual driving. A new metric of visual scanning efficiency (VSE), which is defined as a mathematical divergence between a fixation distribution and a distribution of optical flows induced by fixations, is proposed by making use of a widely-known information theoretic tool, namely the square root of Jensen-Shannon divergence. Based on the proposed efficiency metric, a cognitive effort measure (CEM) is developed by using the concept of quantity of information. Psychophysical eye tracking studies, in virtual reality based driving, are conducted to reveal that the new metric of visual scanning efficiency can be employed very well as a proxy evaluation for driving performance. In addition, the effectiveness of the proposed cognitive effort measure is demonstrated by a strong correlation between this measure and pupil size change. These results suggest that the exploitation of eye tracking data provides an effective behaviometric for sensorimotor activity.

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