Abstract

Deepfakes are real videos with fake content. Leveraging artificial intelligence technologies to superimpose voices and likenesses, deepfakes can, quite literally, put someone’s words in anyone else’s mouth. Deepfakes are exploding across mass and social media, and these outlets are feverously trying to manage the proliferation of content with potentially deceitful authenticity on their platforms. This paper introduces what deepfakes are, how they work, and the potential for deepfakes’ influence on advertising. We provide a conceptual model that explores the influence of deepfakes on advertising practice in a holistic context of consumer consumption and cultural influence to explore how deepfakes influence three perspective dimensions of advertising – not only the tangible ads themselves, but also how consumers perceive those ads and the greater sociocultural context in which the ads are created and consumed. Deepfakes present both threats to and opportunities for advertisers, and we leverage this conceptual model to highlight several critical areas of practice that warrant further investigation.

摘要

Deepfake是带有假内容的真实视频。利用伪造的技术将声音和相似的声音叠加起来，深层伪造可以从字面上将某人的话语传达给其他人。深度假货在大众和社交媒体中爆炸式增长，这些商店正热衷于通过其平台上可能具有欺骗性的真实性来管理内容的扩散。本文介绍了什么是深造品，其工作方式以及深造品对广告的影响潜力。我们提供了一个概念模型，可以在消费者消费和文化影响的整体背景下探讨深造假货对广告实践的影响，以探索深造假货如何影响广告的三个视角维度–不仅是有形广告本身，以及消费者如何看待这些广告，以及在更大的社会文化背景下制作和消费广告。Deepfake既给广告商带来威胁，也给他们带来机会，我们利用这一概念模型来突出几个需要进一步研究的关键实践领域。