摘要
智能化生产打破了传统广告内容生产中人是唯一主体的局面,生产主体表现出多元化特征;数据作为生产对象走向中颗粒化;以机器学习尤其是深度学习为技术驱动的自动化生产方式,对海量的广告数据进行快速分析处理,产出广告成品;生产效率上,通过多种智能化方式达到时间短、数量多、不重样的效果。广告智能化内容生产存在的主要问题有广告内容生产主体之间融合协作不够紧密、广告智能化内容生产还是局部的独立的智能化生产、广告内容交互的智能化程度不足。基于此,广告智能化内容生产的发展趋势是生产主体的“三人合一”、智能一体化运作和广告内容交互的深度化服务。
Intelligent production has broken the paradigm when traditional advertising content producers are the sole subject,and the production subject exhibits diversified characteristics.Data as a production object is moving towards granulation.Automated production methods driven by machine learning,especially deep learning quickly analyze and process massive advertising data by using intelligent algorithms to produce advertising products.In terms of production efficiency,multiple intelligent methods are used to achieve the effect of short time,large quantity,and no duplicate samples.The main problems in the production of intelligent advertising content include insufficient integration and collaboration among advertising content production entities.Besides,whether advertising intelligent content production is still localized or independent also poses a problem due to insufficient intelligence in advertising content interaction.Based on this,the development trend of intelligent content production in advertising is the"three in one",which means the production entities,intelligent integrated operation,and in-depth service for advertising content interaction are coordinated.
作者
谭辉煌
TAN Hui-huang(School of Humanities and Media,Hubei University of Science and Technology,Xianning 437000,China)
出处
《编辑之友》
CSSCI
北大核心
2024年第3期89-95,共7页
Editorial Friend
基金
国家社会科学基金一般项目“广告智能化内容生产与管理的现状与发展趋势研究”(19BXW101)。
关键词
广告
内容生产
“三人合一”
智能一体化运作
深度化服务
advertising
content production
“three in one"
intelligent integrated operation
in-depth service
