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The purpose of this paper is to examine the extent to which cultural differences and slogan meaning type affect the role of comprehension in attitude toward the ad (A_ad) and attitude toward the brand (A_brand) formation.

In an online experiment, a total of 256 adult participants from the USA (ranged in age from 19 to 26 years old) and 184 participants from France (ranged in age from 18 to 28) were randomly assigned to one of the two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their A_ad, A_brand, comprehension, uncertainty avoidance and demographics.

Results from this research demonstrate the moderating effect of uncertainty avoidance and slogan type (single meaning vs polysemous) on the relationship between comprehension and A_ad. The authors show that for polysemous (and not single meaning) slogans, comprehension results in more favorable A_ad for low uncertainty avoidance individuals than for high uncertainty avoidance individuals. In addition, the authors demonstrate the mediating effect of A_ad in the relationship between comprehension and A_brand.

The authors used nationality as a proxy for culture. Future research should include other cultural dimensions in the development of conceptual models and analysis of data. Another limitation is that the authors used a college student sample for this research. A more representative sample should be used in future research to examine cultural differences in interpreting adverting messages. One other limitation concerns the measurement tool the authors used to measure objective versus subjective comprehension in this research. While the theoretical foundations of the two modes of comprehension are clear and robust, improved measurement tools can enhance the validity and reliability of future research. Finally, the authors suggest that future research examine the effect of such variables as figure-ground contrast, figure attractiveness, stimulus repetition, prototypicality, symmetry and semantic or visual priming that may impact the processing of brand slogans.

This study argues that the processing of brand slogans in advertising is impacted by culture. Individuals from different cultures perceive and comprehend brand slogans differently. This study contributes to the research stream that examines the influence of cultural dimensions on the effectiveness of advertising by focusing more precisely on the impact of uncertainty avoidance (one of Hofstede’s cultural dimensions). In the case of single meaning slogans, advertisers might diminish the use of objective comprehension advertising strategies to influence both individuals with high and low uncertainty avoidance. In the case of polysemous slogans, advertisers should consider that consumers with high uncertainty avoidance (vs low uncertainty avoidance) are impacted more by subjective comprehension (vs objective comprehension) when forming A_ad and A_brand.

This research contributes meaningfully to the marketing literature by examining previous work on ad slogan processing through subjective vs objective comprehension and extending the analysis by incorporating culture as an important factor.

The purpose of this paper is to investigate the understanding of industrial safety signs and messages by registered and non‐registered safety officers in Hong Kong with ten different user factors, and examine the relationship between cognitive sign features and sign comprehensibility.

The research methodology includes the survey development and appropriate statistical analyses. In total, 92 Hong Kong Chinese participated voluntarily in the study. A questionnaire survey was used to collect information about demographics, personal experience on safety and health issues, experience of reviewing safety sign information, comprehension scores, and the ratings of sign features for 30 industrial safety signs used in Hong Kong. The effect of ten user factors on sign understanding for the design of highly usable safety signs was examined.

Of the ten factors tested, only the factor of possession of registered safety officer (RSO) status was a significant predictor of comprehension performance. As expected, comprehension scores varied with the cognitive sign features of familiarity, concreteness, simplicity, and meaningfulness.

The currently used industrial safety signs should be redesigned as soon as possible, with careful consideration of cognitive sign features. To make the results more generally applicable, further research is needed to collect more data, particularly from females.

This research suggests that an effective education program for promoting the intended messages of industrial safety signs in various industries and work environments should be conducted as soon as possible. Safety officers, especially those who work in the construction industry need to play a more prominent role in ensuring workplace safety, and in transferring safety knowledge to the workers.

There is a need to enhance RSOs' risk perception and to increase awareness of the importance of safety signs through training programs, so as to improve workplace safety and organizational safety culture. The redesigned safety signs need to be launched with a public education program.

The paper's findings emphasize the need to create awareness of the importance of industrial safety and promote understanding of safety sign meanings amongst people in their work environments. Useful information for the design and use of safety signs was generated.

This paper aims to show that high ethnic identifying Hispanics and Whites pursue different routes discussed in the Elaboration Likelihood Model when processing single meaning versus polysemous slogan ads. The authors found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads.

In this study, 310 undergraduate students of a Southwestern university were randomly assigned to one of two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. Subsequently, participants responded to statements measuring constructs of interest and demographics. Participants were debriefed at the end of the survey.

It was found that high ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process advertisements. Results suggest that while polysemous slogans are similarly interpreted by subject independent of their ethnic identification score, for single-meaning slogans, the impact of comprehension on attitudes toward the advertisement (AAD) is significantly different for low (vs high) ethnic identification individuals.

A future study needs to study brand attitudes and purchase intentions. Additionally, strategies in developing advertisements that influence comprehension or processing fluency need to be studied.

This paper ' s contribution to the processing fluency literature is to propose that ethnic identification and slogan meaning are variables that have great potential in influencing consumers’ perceptions about advertisements. Advertisers will have these variables to control to maximize the persuasiveness of advertisements.

Minimal research focusing on polysemy in marketing exists. In advertising, comprehension is commonly studied, leaving processing fluency out. This research addresses the issue by focusing on how single-meaning and polysemous slogans are processed (via comprehension or processing fluency) by consumers and how their ethnic identification affects their AAD.

This paper reports on a quasi-experimental research performed in the field of reading comprehension and translation quality. The purpose of this paper is to investigate the comparative effect of explicit vs implicit reading comprehension skills on translation quality of Iranian translation students at BA level.

The design of this research was quasi-experimental in nature. This design was preferred in this study, as it was impossible to assign random sampling to the subjects and apply a true experimental design. The research in hand was also a comparative group design research in a sense that it was supposed to compare two reading comprehension methods (explicit vs implicit) with different treatments.

In light of this research, some conclusions can be drawn. It can be concluded that there is a positive and direct relationship between reading comprehension and translation, as the first step of translation is to understand the content of the source text (Reid, 1993).

The reading comprehension ability of translation students should be enhanced in their undergraduate classes so that they can better understand the source text and produce a more fluent translation. In order to teach reading comprehension skills, both implicit and explicit techniques can be applied; however, it is better if the subjects receive explicit instruction, as this technique may have more positive results.

Various researchers have explored explicit and implicit instructions on such areas as reading, speaking and listening (see, e.g. Jalilifar and Alipour, 2007; Vahid Dastjerdi and Shirzad, 2010; Negahi and Nouri, 2014; Khanbeiki and Abdolmanafi-Rokni, 2015; Khoii et al., 2015; Mostafavi and Vahdany 2016; Rahimi and Riasati, 2017). Although the results of these studies have shown the positive impacts of both explicit and implicit teaching, explicit has more positive impacts. However, the review of the literature shows that explicit and implicit reading comprehension skills have not been investigated in relation to teaching translation and their possible impacts on translation quality.

Reading comprehension levels of elementary students have not significantly improved in the twenty-first century, and, as a result, the need for systematic and intensive reading interventions is as high as ever. Literacy clinics are an ideal setting for struggling readers to experience success through the implementation of a cyclical approach to individual assessment, planning, instruction and evaluation. Yet, additional research is needed to create current and relevant models of literacy clinics for today’s diverse learners. This paper aimed to measure the effects of an experimental approach to reading comprehension instruction for third graders within an off-campus literacy clinic; the intervention involved a scope and sequence of comprehension strategies in which students had to demonstrate skill mastery before progressing to the next skill.

This investigation used a classic controlled experiment design by randomly assigning half of the literacy clinic participants (30) to either a control or experimental group. The previous year-end’s Criterion-Referenced Competency Test (CRCT) scores of the participants were used as indicators (or base lines) of each participant’s preexisting level of reading achievement.

There was a statistically higher achievement rate in the experimental group as measured by the CRCT statewide assessment with a Cohen’s effect size value (d = 0.79) suggested a moderate to high practical significance.

This study’s findings are relevant to those involved in literacy remediation, including literacy clinic directors, preservice educators and curriculum directors.

This paper is one of a kind in that it is the first to trial a scope and sequence of evidence-based comprehension strategies for comprehension improvement in primary school students. The findings call for major changes to thinking about how we improve students’ reading skills by focusing on depth rather than breadth.

The purpose of this study is to investigate visual comprehension in memory for 360-degree video advertisements amongst adolescents under single and repeated viewing conditions.

This study explored visual comprehension in memory for 360-degree video advertisements using the theoretical assumptions of the social psychology theory of social information processing by Wyer (2003). The authors conducted two experiments over a timeline of three months. In the first experiment, participants watched the 360-degree video advertisement once, and after one week, the same set of participants watched the same advertisement again. The theoretical assumptions in the comprehension unit were used to design the experiments and to explore visual comprehension in memory for 360-degree video advertisements. The data were collected using surveys and interviews through an experimental research design approach. NVivo software was used to analyse the data.

This study found that while female participants were able to comprehend colours in the visuals better, male participants were better able to comprehend facial expressions presented in the visuals. Further, both female and male participants were able to comprehend locations within the advertisement visuals. It was found that participants understood the plot or the story of the advertisement better after the second viewing than after the first viewing.

The two main contributions from this study are as follows: from a theoretical perspective, the application of a social psychology theory for the advertising sector enables us to gather more insights about the social cognition stages of a human mindset such as information retrieval, judgement, decision making, goal stimulation and short- and long-term memory. In doing so, this study not only explored adolescents' visual comprehension memory of 360-degree video advertisements, but it also contributed to the theory of social information processing by Wyer (2003) by exploring consumer visual comprehension memory. From a practical perspective, the findings of this study provide a solid foundation for future advertising firms or agencies, marketers, and salespeople on how to design effective advertisements using 360-degree video versions in a way that appeals to consumer visual memory.

This paper can be considered as amongst the first studies which combine social psychology with advertising to investigate visual comprehension memory for 360-degree video advertisements amongst adolescents.

The aim of this study was to investigate the effect of a discoursal approach on Iranian intermediate EFL learners’ reading comprehension ability. A Quick Placement Test (QPT) was used to select 60 intermediate EFL learners as the participants of this study. Then, they were divided into experimental and control groups. Each group consisted of 30 learners. Prior to the treatment, the participants of both groups were given a pre-test to determine their reading comprehension levels. The experimental group was exposed to the Hymes’ model. In the control group the researcher used a traditional approach for teaching the reading skill. Then a post-test was administered to both groups. An independent samples t-test between post-tests of the study and a paired-samples t-test between the pre-test and post-test of the groups of the study were run. The results of the study indicated that applying Hymes’ model improved the learners’ reading comprehension while the traditional approach did not.

ﻛﺎ ن اﻟ ﮭد ف ﻣ ن ھذه اﻟ د را ﺳﺔ ھو اﻟﺗﺣ ﻘﯾ ق ﻓ ﻲ ﺗﺄﺛﯾ ر اﻟﻧﮭ ﺞ اﻟﺗد ر ﯾﺑ ﻲ ﻋ ﻠ ﻰ ﻗد ر ة اﻟ ط ﻼ ب ا ﻹ ﯾ ر اﻧ ﯾﯾ ن ﻋ ﻠ ﻰ ﺗ ﻌﻠ م اﻟﻘ ر ا ءة واﻟ ﻛﺗﺎﺑ ﺔ ﻓﻲ اﻟﻠ ﻐﺔ ا ﻹﻧ ﺟﻠﯾ زﯾﺔ ﻛﻠ ﻐﺔ أ ﺟﻧﺑﯾﺔ. ﺗم ا ﺳﺗ ﺧدام ا ﺧﺗﺑﺎ ر ﺗ ﺣدﯾد اﻟ ﻣ ﺳﺗ و ى اﻟ ﺳرﯾ ﻊ (QPT) ( ﻟﻠﺗﺄ ﻛد ﻣ ن ﺗ ﺟﺎﻧ س ﻣﺗ ﻌﻠ ﻣ ﻲ اﻟﻠ ﻐﺔ اﻹ ﻧ ﺟﻠﯾ زﯾ ﺔ ﻛﻠ ﻐﺔ أ ﺟﻧﺑﯾ ﺔ اﻟذﯾ ن ﻛﺎﻧ وا ﻓ ﻲ ﻓ ﺻ ﻠﯾ ن د را ﺳﯾﯾ ن. ﺛم، ﺗم ﺗﻘ ﺳﯾ ﻣﮭم ﺑ ﺷﻛل ﻋﺷواﺋ ﻲ إﻟ ﻰ ﻣ ﺟﻣوﻋﺎ ت ﺗ ﺟرﯾﺑﯾ ﺔ وﻣراﻗﺑ ﺔ. ﻛل ﻣ ﺟﻣوﻋﺔ ﺗﺗﺄﻟ ف ﻣ 30 ﻣﺗ ﻌﻠ ﻣﺎ. ﻗﺑ ل اﻟ ﻌ ﻼج، ﺗم إ ﻋطﺎ ء اﻟ ﻣ ﺷﺎ رﻛﯾ ن ﻣ ن ﻛ ﻼ اﻟ ﻣ ﺟﻣوﻋﺗﯾ ن ﻗﺑ ل ا ﻻﺧﺗﺑﺎ ر ﻟﺗ ﺣدﯾد ﻣ ﺳﺗ وﯾﺎ ت اﻟ ﻔ ﮭم اﻟ ﻘ ر ا ءة ﻟ دﯾ ﮭم. ﺗ ﻌر ﺿ ت اﻟﻣ ﺟ ﻣو ﻋ ﺔ اﻟ ﺗ ﺟ ر ﯾﺑﯾ ﺔ ﻟﻧ ﻣو ذ ج اﻟ ﺗ ر اﺗﯾ ل . ﻓ ﻲ اﻟﻣ ﺟ ﻣو ﻋ ﺔ اﻟ ﺿ ﺎﺑ ط ﺔ، ا ﺳ ﺗ ﺧ دم اﻟ ﺑﺎ ﺣ ث اﻟﻣﻧ ﮭ ﺞ اﻟ ﺗﻘﻠﯾد ي ﻟﺗد ر ﯾ س ﻣﮭﺎ ر ة اﻟ ﻘ ر ا ءة. ﺛم ﺗدا ر ﺑ ﻌد ا ﻻ ﺧ ﺗﺑﺎ ر ﻟ ﻛ ﻼ اﻟ ﻔ ر ﯾﻘﯾ ن . ﺗم إ ﺟ ر ا ء ا ﺧ ﺗﺑﺎ ر ﻣ ﺳ ﺗﻘ ل ﻟ ﻌﯾﻧﺎ ت t ﺑﯾن ا ﻻ ﺧ ﺗﺑ ﺎ ر ﯾ ن اﻟﻼ ﺣ ﻘﯾ ن ﻟﻠد ر ا ﺳ ﺔ و ا ﺧ ﺗﺑﺎ ر t اﻟﻣﻘﺗ ر ن ﺑﺎﻟ ﻌﯾﻧﺎ ت ﺑﯾ ن ا ﻻ ﺧ ﺗﺑﺎ ر اﻟﻣ ﺳ ﺑ ق و ا ﻻ ﺧ ﺗﺑﺎ ر اﻟﻼ ﺣ ق ﻟ ﻣ ﺟ ﻣو ﻋ ﺎ ت اﻟد ر ا ﺳ ﺔ. أ ﺷ ﺎ ر ت ﻧﺗﺎﺋ ﺞ اﻟد ر ا ﺳ ﺔ إﻟﻰ أ ن ﺗ ط ﺑﯾ ق ﻧ ﻣو ذ ج ھ ﺎﯾ ﻣز ﻗد ﺣ ﺳ ن ﻣ ن ﻓ ﮭم اﻟ ﻘ ر ا ءة ﻟﻠﻣﺗ ﻌﻠ ﻣﯾ ن ﻓ ﻲ ﺣ ﯾ ن أ ن اﻟ ﻧ ﮭ ﺞ اﻟ ﺗﻘﻠﯾد ي ﻟ م ﯾﻔ ﻌل ذﻟ ك

Students of mixed-ability learning together in one class is a challenge for all educators, especially in English as foreign language (EFL) contexts. Timed reading activity (TRA) is an activity that can help educators address the learning needs of students in such a context. The present study investigated the effectiveness of the TRA in enhancing EFL students' reading rate and reading comprehension as well as in making them aware of potentially wrong reading strategies that they may be using.

A classroom intervention was designed for a group of preparatory year (PY) students at a Saudi university. The study sample consisted of one intact class of 29 students. Data were collected from pre- and post-tests of students' reading rate and reading comprehension as well as progress charts. In addition, a questionnaire was used to identify the reading strategies used by the students.

The results showed that the TRA generally enhanced the reading comprehension and the reading rate of EFL mixed-ability students as well as raised their awareness of their use of wrong fast reading strategies.

The results of the study support the use of TRA as a remedial reading activity in EFL mixed-ability classes.

This experimental study aimed to examine the effects of annotating a historical text as a reading comprehension strategy on student academic achievement in an eighth-grade social studies class.

A mixed-method design was used to collect quantitative and qualitative data sequentially. First, the authors collected quantitative data with a series of pre- and post-tests from all student participants during a six-week instructional time frame. Next, the authors collected quantitative and qualitative data with a survey from teacher and intervention group student participants. Quantitative data were analyzed to evaluate the mean differences in participants' test scores and survey responses. Finally, qualitative data from open-ended survey questions were transcribed and analyzed using an inductive approach to supplement the quantitative findings and develop a holistic picture of the participants' learning experiences.

The results showed that the annotating strategy increased student engagement, reading comprehension and thus academic achievement in social studies. Annotating helped students visualize key points, break down complex texts and slow down when reading complex historical texts. As a result, it helped students focus, think critically and discourse to understand complex content.

The study was conducted with eighth-grade students in one middle school in South Georgia.

The findings of this study provide evidence that the reading comprehension strategy of annotating is a valuable teaching and learning tool for daily use in social studies classrooms.

Educators must prepare students to use reading comprehension strategies such as annotating in all content areas and not only in a traditional academic setting.

This study adds to the current body of research and undergirds reading comprehension strategies used to improve the learning outcomes in content other than reading.

Reading represents a basic way by which humans understand the world and acquire knowledge; it is also central to learning and communicating. However, with the rapid development of mobile reading, an individual's cognition of objective facts may be affected by the reading environment and text genre, resulting in limited memorization and understanding of the reading material. Therefore, this study aimed to investigate the influence of the reading environment and text genre on individuals' cognitive activities from the perspective of motivational activation level using evidence from electroencephalography (EEG) signals.

The study employed a mixed design experiment with two reading environments (quiet and distracting) between subjects, two text genres (entertaining and scientific) within subjects and two reading tasks (memory recall and comprehension) within subjects. There were 50 participants in the experiment, and the data obtained from 44 participants while they read the materials and completed the reading tasks were analyzed.

The results showed that readers are more positively motivated to read in a quiet reading environment than in a distracting reading environment when facing the memory recall tasks of entertaining genre passages and comprehension tasks of scientific genre passages. Entertaining genres are more likely to arouse readers' reading interest but hinder the memory recall of the content details. While scientific genres are not easy to understand, they are helpful for working memory.

This study not only applies a new technology to mobile reading research in the field of library science and addresses the limitations of self-report data, but also provides suggestions for the further improvement of mobile reading service providers. Additionally, the results may provide useful information for learners with different learning demands.