The creation of advertising messages is a deep process of creative writing production. As far as the textual content is concerned, there are not many computational tools (besides the usual dictionaries, thesauri or program for performing of simple wordplays) that help the copywriter activity. In this work we explore the use of natural language processing and text animation techniques for proposing solutions to advertising professionals and improving the quality of advertising messages. In the proposed system, we consider 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 expression, using kinetic typography techniques.

Automatizing Two Creative Functions for Advertising

Strapparava, Carlo;Valitutti, Alessandro;Stock, Oliviero
2007

Abstract

The creation of advertising messages is a deep process of creative writing production. As far as the textual content is concerned, there are not many computational tools (besides the usual dictionaries, thesauri or program for performing of simple wordplays) that help the copywriter activity. In this work we explore the use of natural language processing and text animation techniques for proposing solutions to advertising professionals and improving the quality of advertising messages. In the proposed system, we consider 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 expression, using kinetic typography techniques.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11582/3946
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