Abstract Today, online advertisements are smart. Based on targeting, they are highly personalized to match the interests of Internet users. Smart advertisements feature even in high-quality online dictionaries, which is a trade-off for free dictionary content. The aim of the paper is to investigate the influence of targeted advertisements in online dictionaries on language reception, production and learning. The study also identifies the effect of advertisement targeting on the time of online dictionary consultation. In addition, dictionary users’ attitudes to advertisements are explored. The results reveal that either targeted or non-targeted advertisements in online dictionaries do not significantly affect language reception, production and learning, irrespective of sense position in entries. Yet, both targeted and non-targeted advertisements prolong dictionary consultation. Non-targeted advertisements were found only marginally more disruptive than targeted ones, and the assessment of advertisements was not dependent on the experimental condition.

中文翻译：

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智能广告和在线词典的实用性

摘要 今天，在线广告很聪明。基于定位，它们高度个性化，以匹配互联网用户的兴趣。智能广告甚至出现在高质量的在线词典中，这是对免费词典内容的权衡。本文的目的是调查在线词典中的定向广告对语言接收、生产和学习的影响。该研究还确定了广告定位对在线词典查询时间的影响。此外，还探讨了字典用户对广告的态度。结果表明，无论词条中的词义位置如何，在线词典中的定向或非定向广告都不会显着影响语言的接收、生产和学习。然而，定向广告和非定向广告都可以延长字典查询时间。非目标广告的破坏性仅比目标广告略高，并且对广告的评估不依赖于实验条件。