An advertising message induces in the recipient a positive (or negative) attitude toward the subject to advertise, for example through the evocation of a appropriate emotion. This paper is about the use of text processing techniques for proposing solutions to advertising professionals, opening up the way to a full automatization of the whole process. The system has two steps: (i) the creative variation of familiar expressions, taking into account the affective content of the produced text, (ii) the automatic animation (semantically consistent with the affective text content) of the resulting headline, using kinetic typography techniques.
Words not cast in stone
Strapparava, Carlo;Valitutti, Alessandro;Stock, Oliviero
2007-01-01
Abstract
An advertising message induces in the recipient a positive (or negative) attitude toward the subject to advertise, for example through the evocation of a appropriate emotion. This paper is about the use of text processing techniques for proposing solutions to advertising professionals, opening up the way to a full automatization of the whole process. The system has two steps: (i) the creative variation of familiar expressions, taking into account the affective content of the produced text, (ii) the automatic animation (semantically consistent with the affective text content) of the resulting headline, using kinetic typography techniques.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
