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In a recent article, we discussed whether your digital signage viewers should be considered a captive audience. To sum that article up, it’s dangerous to lump every person who sees your displays into a single category. People patronize various venues for a number of different reasons; treating each person similarly is a surefire way to dilute your message.

Having said that, the dynamic within specific venues varies. The people who visit a hospital tend to behave differently when presented with out-of-home media than those who visit a retail store. To that end, it’s worth taking a closer look at the role and effect of digital signage in different venues. In this article, I’ll describe how a “typical” audience behaves in restaurants, retail shops, healthcare facilities, and transit venues.

Restaurants, Cafes, And Other Eateries

Restaurants need to be categorized by type because they tend to attract very different crowds. On the one hand, there are quick-service restaurants. The patrons who visit are diverse with regard to demographics, but typically have a limited range of consumption needs. They tend to be more receptive to digital signage and in many cases, will prefer to interact with the displays (for example, playing on-screen games).

On the other hand, those who visit upscale restaurants are typically less receptive to out-of-home media. They too, are demographically diverse, but are often patronizing these places because they enjoy the ambiance, which glaring video can infringe upon. It’s not uncommon for these patrons to relocate to another table or booth to get away from the displays.

Retail Shops

You might think that the people who visit malls and other retails shops would be naturally inclined to watch promotional digital signage content. After all, they’re there to shop. However, of all audiences, shoppers are one of the most difficult to attract. First, they’re not sitting down as restaurant visitors are. They’re on their feet and on the move to explore the aisles and sales. Second, retail venues tend to be optimized in order to facilitate shopping. That means your signage network is constantly trying to wrest shoppers’ attention away from items that are designed to keep their attention. That’s not easy.

Healthcare Facilities

Hospitals are unique with regard to their visitors’ behavior to digital signage content. In most cases, every person who is there is relatively unfamiliar with their immediate surroundings. This is true whether a patient is waiting alone in a room for a doctor, or friends and family are sitting in the waiting area. Because of this lack of familiarity, eyes tend to rest on the displays. For network operators, this makes it relatively simple to get a promotional message across to viewers. While they cannot technically be considered a “captive” audience, they come closer to that label than the people who visit retail shops or upscale restaurants.

Airports And Other Transit Stations

If a person is waiting for a plane, train, or bus, it’s tempting to think that person is a captive audience. There are two problems with this assumption. First, many of those who are waiting for transportation in these venues have brought along items to occupy their time (for example, a book or crossword puzzle). Second, there are very few similarities between the patrons. Airports and train stations attract businesspeople as well as college students. Each has different tastes, consumption needs, and interests. So, a venue that seems to draw people who are receptive to digital signage content is actually quite difficult to develop content for.

The takeaway here is that signage media has a different impact on viewers depending on the type of place in which a network has been installed. Much of the audience behavior I’ve described above will also vary within the same type of venue. For now, it’s enough to realize that your content may need to work harder to grab and hold their attention.

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Learning the English vocabulary can be difficult because there are always exceptions to the rules and the language is punctuated with many abbreviations and colloquialisms. However, if you do choose to study English, then there are simple exercises that you can follow to make learning easier. In this article, we will teach you a few simple strategies to help you master the English language.

Learners of the English language are taught to put words into the proper context as much as possible. You can learn to do this by reading frequently. The more words you are exposed to the better your vocabulary will be. While you read, pay close attention to words you do not know and underline or highlight them with a marker.

First, try to figure out their meanings from the supporting context. Then look the words up. Read and listen to challenging material like the English language news so that you will be exposed to many new words. Once you have learned the new word, practice using it. Using new words frequently will help you to learn to speak English fluently. Research shows that it takes from 10 to 20 repetitions to really make a word part of your repertoire.

Write words down as a regular part of your English lessons. It helps to write both the definition and a sentence using the word on an index card that can later be reviewed. Studies have shown that it is easier to learn when you can both see and hear the word. You should say the word aloud to activate your auditory memory and relate the word to words you already know. For example, the word “gargantuan,” which means very large, has a similar meaning to the words gigantic, huge and large.

Playing word games are a simple and fun way to practice and improve your English vocabulary. Play games like Scrabble, Boggle, and do crossword puzzles. These and other word games are available for the computer, so you do not need to be dependent on a partner to play. Also, try out the Franklin Electronic Dictionary that features built-in word games. There are also a number of free games available online, so make game playing a part of your English lessons.

Even if English is not your native tongue, learning the language will allow you access to a new world of information. Whether you are a student, a business person or a social services worker, English is the most commonly used language in the world. Most pages on the internet are in that language, which incorporates over a billion pages of information!

It is the language of technology, especially high technology like computer sciences, genetics and medicine. If you are going to read about technology, then you will probably have to do it in this language. There are countless resources available to help you learn and master the English vocabulary, so embrace the language and open up a whole new world to yourself.

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Content

Some electronic dictionaries contain only corpora for a single language (monolingual), but others are bilingual dictionaries and translation dictionaries and may also include, medical or legal dictionaries, thesauri, travel dictionaries, dictionaries of idioms and colloquialisms, a guide to pronunciation, a grammar reference, common phrases and collocations, and a dictionary of foreign loan words.

Electronic dictionary databases, especially those included with software dictionaries are usually extensive and can contain up to 500,000 headwords and definitions, verb conjugation tables, and a grammar reference section. Bilingual electronic dictionaries and monolingual dictionaries of inflected languages often include an inter-active verb conjugator, and are capable of word stemming and lemmatization.

Manufacturers and developers of electronic dictionaries may offer native content from their own lexicographers, licenced data from print publications, or both, as in the case of Babylon offering premium content from Merriam Webster, and Ultralingua offering additional premium content from Collins, Masson, and Simon & Schuster.

Standard features

Hand held electronic dictionaries resemble miniature clamshell laptop computers, complete with full keyboards and LCD screens. Because they are intended to be fully portable, the dictionaries are battery-powered and made with durable casing material.

Some of the features of both hand held dictionaries and software dictionaries include stroke order animations, voice output, handwriting recognition for Kanji and Kana, language-learning programs, a calculator, PDA-like organizer functions, encyclopedias, and time zone and currency converters, and crossword puzzle solvers. Dictionaries that contain data for several languages may have a “jump” or “skip-search” feature that allows users to move between the dictionaries when looking up words, and a reverse translation action that allows further looking up of words displayed in the results.

Writing systems

As well as for Roman script, electronic dictionaries are also available for non Roman, logographic, and right-to-left scripts, including (but not limited to) Arabic, Chinese, Devanagari, Greek, Hebrew, Japanese, Korean, Russian Cyrillic, and Thai.

Dictionary software

Dictionary software generally far exceeds the scope of the hand held dictionaries. Many publishers of traditional printed dictionaries such as Langenscheidt, Collins-Reverso, OED – Oxford English Dictionary, Duden, American Heritage, and Hachette, offer their resources for use on desk top and lap top computers. These programs can either be downloaded or purchased on CD-ROM and installed. Other dictionary software is available from specialised electronic dictionary publishers such as Abbyy Lingvo, Babylon and Collins-Ultralingua. Some electronic dictionaries provide an online discussion forum moderated by the software developers and lexicographers..

Hand held electronic dictionaries

Many manufacturers produce pocket calculator sized electronic dictionaries that use licenced dictionary content that use a database such as the Merriam Webster Dictionary and Thesaurus while others may use a proprietary database from their own lexicographers. Many devices can be expanded for several languages with the purchase of additional memory cards. Manufacturers include AlfaLink, Atree, Besta, Casio, Canon, Instant Dict, Ectaco, Franklin, Iriver, Lingo, Maliang Cyber Technology, Nurian, Seiko, and Sharp.

PDA and cellular phone based dictionaries

PDAs such as the Palm and the Pocket PC, are small, often pocket-sized personal organizers that can accept various software programs and databases. Full-featured dictionary programs and complete suites of dictionary databases are available. Some models offer stylus or touch screen entry, while others, especially models destined for Asian markets or customized for learners of Asian languages, allow the user to enter complex Asian characters by writing on the screen. It’s usually possible to find PDAs, Cellphones, and software optimized for use in the user’s native language, which can make them easier to use and more useful than dedicated devices optimized for native speakers of the language the user is trying to learn.

Online

In addition to their software packages, many dictionary publishers make their content available online either for a subscription, or access to a shortened free database of 40,000 – 100,000 definitions or to free access with only partial information. Others may make the entire database available for free casual use

Many dictionaries for special purposes, especially for professional and trade terminology, and regional dialects and language variations, are published on the websites of organisations and individual authors. Although they may often be presented in list form without a search function, because of the way in which the information is stored and transmitted, they are nevertheless electronic dictionaries.

Other online dictionaries include the non commercial type of collaborative dictionary. Some of these are built up from user contributions in a similar way to the Wikipedia, and allow for discussion among the contributors.While the databases are often extensive, they lack professional supervision, and may therefore not be reliable or authoritative lexicographic sources. Other online dictionaries are developed by resarech and educational institutions and the lexicographers retain ultimate control with what is included in the dictionaries and how the data are presented with a view to maintain reliability, as described in Nielsen/Mourier (2007).

Evaluation

There are differences in quality of hardware (hand held devices), software (presentation and performance), and dictionary content. Some hand helds are more robustly constructed than others, and the keyboards or touch screen input systems should be physically compared before purchase. The information on the GUI of computer based dictionary software ranges from complex and cluttered, to clear and easy-to-use with user definable preferences including font size and colour.

A major consideration is the quality of the lexical database. Dictionaries intended for collegiate and professional use generally include most or all of the lexical information to be expected in a quality printed dictionary. The content of electronic dictionaries developed in association with leading publishers of printed dictionaries is more reliable that those aimed at the traveler or casual user, while bilingual dictionaries that have not been authored by teams of native speaker lexicographers for each language, will not be suitable for academic work. Some developers opt to have their products evaluated by an independent academic body such as the CALICO.

Another major consideration is that the devices themselves and the dictionaries in them are generally designed for a particular market. As an example, almost all handheld Japanese-English electronic dictionaries are designed for people with native fluency in Japanese who are learning and using English; Japanese words must by entered by pronunciation, not by how they’re written, so in most cases a user can’t look up a word seen in print unless she or he already knows that word (not a problem for the native Japanese user, but it rather defeats the point for one learning Japanese). Similar limitations exist in most two or multi-language dictionaries and can be especially crippling when the languages are not written in the same script or alphabet; it’s important to find a dictionary optimized for the user’s native language.

Integrated Technology

Several developers of the systems that drive electronic dictionary software offer API and SDK – Software Development Kit tools for adding various language-based (dictionary, translation, definitions, synonyms, and spell checking and grammar correction) functions to programs, and web services such as the AJAX API used by Google. These applications manipulate language in various ways, providing dictionary/translation features, and sophisticated solutions for semantic search. They are often available as a C++ API, an XML-RPC server, a .NET API, or as a Python API for many operating systems (Mac, Windows, Linux, etc.) and development environments, and can also be used for indexing other kinds of data.

References

^ http://dictionary.reference.com/browse/electronic dictionary Dictionary.com retrieved 11 May 2009

^ http://ultralingua.com/forums language forums.

^ Franklin MWS-1840

^ Ultralingua

^ http://www.japaneselanguagetools.com/index.html Japanese Language Tools

^ http://www.wissen.de/wde/generator/wissen/ressorts/bildung/woerterbuecher/index.html Langenscheidt

^ http://www.merriam-webster.com/dictionary Merriam Webster

^ http://www.duden.de/deutsche_sprache/index.php?nid=94 Duden

^ :http://ultralingua.com Ultralingua free Online Dictionary

^ http://dictionary.reverso.net/ Reverso

^ http://www.askoxford.com/?view=uk Oxford English Dictionary

^ http://dict.leo.org/ende?lang=en&lp=ende&search;= Leo collaborative bilingual dictionaries

^ Semantica S.A.

^ Ultralingua Inc.

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Lexicography

Types of reference works

Dictionary  Glossary  Lexicon  Thesaurus

Types of dictionaries

Bilingual  Biographical  Conceptual  Defining  Electronic  Encyclopedic  Language for specific purposes dictionary  Machine-readable  Maximizing  Medical  Minimizing  Monolingual learner’s  Multi-field  Phonetic  Picture  Reverse  Rhyming  Rime  Single-field  Specialized  Sub-field  Visual

Vocabulary topics

Function word  Headword  Holonymy  Hyponymy  Idiom  International scientific vocabulary  Lemma  Lexeme  Meronymy  Morphology  Synonym  Word

Lexicographic topics

Controlled vocabulary  English lexicology and lexicography  Lexicographic error  Lexicographic information cost  Linguistic prescription  Specialised lexicography

Lexicographic projects

Lexigraf  WordNet

Other

List of lexicographers  List of online dictionaries

Nielsen, Sandro/Mourier, Lise (2007): Design of a function-based internet accounting dictionary. In: Henrik Gottlieb/Jens Erik Mogensen (eds.), Dictionary Visions, Research and Practice. Amsterdam/Philadelphia: Benjamins, 119-135.

Categories: Dictionaries by type | Dedicated application electronic devices

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