| 学习、生成与反馈:基于动觉智能图式理论的广告智能创作 |
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| 引用本文： | 姜智彬,戚君秋.学习、生成与反馈:基于动觉智能图式理论的广告智能创作[J].新闻大学,2020(2):1-16,119. |
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| 作者姓名： | 姜智彬 戚君秋 |
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| 作者单位： | 上海外国语大学教务处;上海外国语大学新闻传播学院 |
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| 基金项目： | 国家社会科学基金一般项目(18BXW105)。 |
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| 摘 要： | 人工智能技术颠覆了传统广告运作中的创作逻辑。研究者以动觉智能图式理论为研究框架,以中国广告市场上的智能创作项目为个案研究对象,分析了文字、图像、视频三类广告的智能创作系统,提炼出广告智能创作的学习、生成与反馈模型,以及贯穿其中的机器创作逻辑。未来广告智能创作有三个重要的发展方向:一是创作内容从传统基础性表达转向人机协同的智能创作;二是创作策略从短期产品创作型转向长期品牌创作型;三是广告公司跨越智能化鸿沟向垂直化或行业化发展。
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| 关 键 词： | 动觉智能图式理论 广告智能创作 学习、生成与反馈模型 |
Learning,Generation and Feedback:An Advertising Intelligent Creation Model Based on the Schema Theory of Kinesthetic Intelligence |
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| JIANG Zhi-bin,QI Jun-qiu.Learning,Generation and Feedback:An Advertising Intelligent Creation Model Based on the Schema Theory of Kinesthetic Intelligence[J].Journalistic University,2020(2):1-16,119. |
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| Authors: | JIANG Zhi-bin QI Jun-qiu |
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| Abstract: | Artificial Intelligence has changed the logic of traditional advertising content production.Based on the Schema Theory of Kinesthetic Intelligence and take the intelligent creation project in the Chinese advertising market as the research object,the authors analyzed three subsystems of intelligent text,image,and video advertising creation,and extracted a study,generation and feedback model of advertising intelligent creation,and the machine creation logic throughout it.There are three important development directions of future advertising intelligent creation.First,the creative content changes from traditional basic expression to human-computer collaborative intelligent creation.Second,the creation strategy changes from short-term product creation to long-term brand creation.Third,the advertising companies are developing vertically or professionally across the intelligent gap. |
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| Keywords: | schema theory of kinesthetic intelligence intelligent creation of advertisement learning generation and feedback model |
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