In five language production experiments it was examined which aspects of words are activated in memory by context pictures and words. Context pictures yielded Stroop-like and semantic effects on response times when participants generated gender-marked noun phrases in response to written words (Experiment 1A). However, pictures yielded no such effects when participants simply read aloud the noun phrases (Experiment 2). Moreover, pictures yielded a gender congruency effect in generating gender-marked noun phrases in response to the written words (Experiments 3A and 3B). These findings suggest that context pictures activate lemmas (i.e., representations of syntactic properties), which leads to effects only when lemmas are needed to generate a response (i.e., in Experiments 1A, 3A, and 3B, but not in Experiment 2). Context words yielded Stroop-like and semantic effects in picture naming (Experiment 1B). Moreover, words yielded Stroop-like but no semantic effects in reading nouns (Experiment 4) and in generating noun phrases (Experiment 5). These findings suggest that context words activate the lemmas and forms of their names, which leads to semantic effects when lemmas are required for responding (Experiment 1B) but not when only the forms are required (Experiment 4). WEAVER++ simulations of the results are presented.