Abstract

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.

摘要

作者提出了一个基于人工智能（AI）原理的广告创意系统（CAS），用于生成和测试广告创意。提议的系统来自一个概念框架，其中广告创意被更广泛地定义为搜索过程，其结果应基于一组规则进行评估。这个更宽泛的定义提供了一个生成视角，并将当前的广告创意方法扩展到广告创意中，该方法主要基于结果度量，例如感知的新颖性和适当性（价值）。该框架足够灵活，可以容纳现有的广告概念（例如广告模板），并解释为什么执行性广告元素在不同广告之间不一致地有效。所提出的系统既可以用作广告创作者的反思工具，又可以用作生成工具，并且可以为跨学科研究提供有希望的机会。从根本上讲，它可以帮助有抱负的和有创造力的创作者理解，创造力不是一项精英特权，而是可以由数据和计算辅助的系统过程。