Model advertising slogan selection system using collective wisdom on the web

Hiroaki Yamane, Masafumi Hagiwara

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

Abstract

Increased demand for web advertising has resulted in a corresponding increase in the need to develop personalized advertisements targeted at individuals online. We propose an automated advertising slogan selection system that can satisfy this requirement. Many customer reviews and comments are available publicly on online shopping sites. The proposed system uses content mining to extract favorable reports from the web and arranges the data into a specific knowledge representation structure to improve the advantage of the target product. For a particular business, the proposed system first extracts tuples, composed of elements that express the knowledge representation from each user-written review. Then, these tuples are selected using a frequency-based approach and emotion corpus. Subsequently, for each tuple, advertising slogans are chosen from the advertising slogan corpora using a neural network. For verification, we used data from an electronic commerce website for hotels to evaluate two aspects of our system (namely, quality of selected tuples and advertising slogans). The results of the experiments confirm that the proposed system can extract suitable tuples when the given data are sufficient. It can also retrieve slogans even when their meanings are convoluted.

Original languageEnglish
Title of host publication2014 Joint 7th International Conference on Soft Computing and Intelligent Systems, SCIS 2014 and 15th International Symposium on Advanced Intelligent Systems, ISIS 2014
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages155-162
Number of pages8
ISBN (Print)9781479959556
DOIs
Publication statusPublished - 2014 Feb 18
Event2014 Joint 7th International Conference on Soft Computing and Intelligent Systems, SCIS 2014 and 15th International Symposium on Advanced Intelligent Systems, ISIS 2014 - Kitakyushu, Japan
Duration: 2014 Dec 32014 Dec 6

Other

Other2014 Joint 7th International Conference on Soft Computing and Intelligent Systems, SCIS 2014 and 15th International Symposium on Advanced Intelligent Systems, ISIS 2014
CountryJapan
CityKitakyushu
Period14/12/314/12/6

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ASJC Scopus subject areas

  • Software
  • Artificial Intelligence

Cite this

Yamane, H., & Hagiwara, M. (2014). Model advertising slogan selection system using collective wisdom on the web. In 2014 Joint 7th International Conference on Soft Computing and Intelligent Systems, SCIS 2014 and 15th International Symposium on Advanced Intelligent Systems, ISIS 2014 (pp. 155-162). [7044668] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/SCIS-ISIS.2014.7044668