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Artificial Intelligence in Advertising Creativity

机译:广告创意中的人工智能

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摘要

The authors propose a creative advertising system (CAS) for the generation and testing of advertising creative ideas, founded on artificial intelligence (AI) principles. The proposed system emerges from a conceptual framework where advertising creativity is more broadly defined as a search process, the outcomes of which should be evaluated based on a set of rules. This broader definition provides a generative perspective and extends current approaches to advertising creativity that are mainly based on outcome measures such as perceived novelty and appropriateness (value). The framework is flexible enough to accommodate existing advertising concepts such as advertising templates and explain why executional advertising elements are not consistently effective across different ads. The proposed system can be used both as a reflection and a generation tool for advertising creators and offers promising opportunities for interdisciplinary research. Fundamentally, it can help aspiring and established creators understand that creativity is not an elite privilege but rather a systematic process which can be aided by data and computation.
机译:作者提出了一种创意广告系统(CAS),用于广告创意的发电和测试,以人工智能(AI)原则为基础。所提出的系统从一个概念框架出现,其中广告创意更广泛地定义为搜索过程,其结果应该基于一组规则进行评估。这种更广泛的定义提供了一种生成的视角,并扩展了主要基于结果措施的广告创意方法,例如感知新颖性和适当性(价值)。该框架足够灵活,以适应现有的广告概念,如广告模板,并解释为什么刽子手广告元素在不同的广告中并不一致。所提出的系统可以用作广告创作者的反射和一代工具,为跨学科研究提供有希望的机会。从根本上说,它可以帮助抱负和建立的创造者了解,创造力不是精英特权,而是可以通过数据和计算来辅助的系统进程。

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