Advertising slogan generation system reflecting user preference on the web

Hiroaki Yamane, Masafumi Hagiwara

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Increased demand for Web advertising has resulted in a corresponding increase in the need to develop online personalized advertisements. This paper proposes an advertising-slogan generation system reflecting Web-user preferences. Using a social networking service (SNS) site as the knowledge base for word preferences, and by employing an advertising slogan corpus, the proposed system aims to generate slogans that reflect advertising posts on an SNS. Using model slogans selected from a corpus containing 24,472 slogans, the proposed system generates slogan candidates using the knowledge obtained from a post on an SNS. These slogan candidates are selected based on the following three indexes: the natural level given by a large-scale balanced corpus, a semantic-relations score using advertising slogans, and the preference level obtained from SNS sites. In particular, the proposed system extracts preference data from these SNS fan pages and estimates the preference level on each word based on a bag-of-words model. This enables the proposed system to select slogans in a timely fashion. The authors conducted a subjective experiment to examine the quality of the generated slogans. The results show that (1) the natural and semantic-relation levels are effective for selecting slogans that reflect a post, and (2) the preference-level index contributes to the selection of preferred slogans that are interesting to users.

Original languageEnglish
Title of host publicationProceedings of the 2015 IEEE 9th International Conference on Semantic Computing, IEEE ICSC 2015
EditorsMohan S. Kankanhalli, Tao Li, Wei Wang
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages358-364
Number of pages7
ISBN (Electronic)9781479979356
DOIs
Publication statusPublished - 2015 Feb 26
Event9th IEEE International Conference on Semantic Computing, IEEE ICSC 2015 - Anaheim, United States
Duration: 2015 Feb 72015 Feb 9

Publication series

NameProceedings of the 2015 IEEE 9th International Conference on Semantic Computing, IEEE ICSC 2015

Other

Other9th IEEE International Conference on Semantic Computing, IEEE ICSC 2015
CountryUnited States
CityAnaheim
Period15/2/715/2/9

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Keywords

  • Social Networking Service
  • advertising slogans
  • text generation
  • text mining
  • user preference
  • web advertising

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications
  • Information Systems
  • Software

Cite this

Yamane, H., & Hagiwara, M. (2015). Advertising slogan generation system reflecting user preference on the web. In M. S. Kankanhalli, T. Li, & W. Wang (Eds.), Proceedings of the 2015 IEEE 9th International Conference on Semantic Computing, IEEE ICSC 2015 (pp. 358-364). [7050834] (Proceedings of the 2015 IEEE 9th International Conference on Semantic Computing, IEEE ICSC 2015). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICOSC.2015.7050834