Orthographic and phonological facilitation in speech production: new evidence from picture naming in Chinese.

Picture naming is facilitated when a target picture (e.g. of a cat) is accompanied by a form-related context word (e.g. CAP) relative to an unrelated word (e.g. PEN). Because in alphabetic languages phonological and orthographic similarity are confounded, Chinese, a logographic language, has been employed to study these two effects in isolation. The results obtained suggest that the orthographic facilitation effect is localized at an earlier processing level than the phonological facilitation effect. In the present study we examine this issue again, using an experimental design in which the context words in the related and unrelated conditions are optimally matched. In contrast to the earlier studies Experiments 1 and 2 fail to show differences in the time course of the two context effects. Moreover, Experiment 3 provides direct evidence against an early, conceptual locus of orthographic facilitation. Our findings indicate that in Chinese language production both orthographically and phonologically related context words have their effect at the rather late level of word-form encoding.