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Towards Promotion Campaigns Based on Humaine Technology Oliviero Stock IRST, Trento
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Transcript of Towards Promotion Campaigns Based on Humaine Technology Oliviero Stock IRST, Trento
humaine Final Plenary Meeting Paris, June 4th, 20071
Towards Promotion Campaigns Based on Humaine Technology
Oliviero Stock
IRST, Trento
humaine Final Plenary Meeting Paris, June 4th, 20072
HUMAINE (Human-Machine Interaction Network on Emotion) * revisited by HAHAcronym
Human Machine Interaction Nightwork on Expiation
Human Machine Interaction Nightwork on CENSORED
Human Machine Inaction Network on Expiation
Human Machine Inaction Network on Eternal_damnation
Humanitarian Machine Interaction Network on Exhilaration
Human Machine Inaction Network Extreme_unction
humaine Final Plenary Meeting Paris, June 4th, 20073
WP 8: The area
explore critical issues for building persuasive and emotion-inducing computational systems.
we added an element concerned with emotion and NLP
test limited realizations that can be demonstrated as proofs of concepts for a novel class of systems
humaine Final Plenary Meeting Paris, June 4th, 20074
WP 8: the main teams
ITC-irst, Paris 8, UA, DI-BARI, HU, Cantoche, HWU, QUB, ISTC-CNR, UTWENTE
humaine Final Plenary Meeting Paris, June 4th, 20076
Element 1 and Element 2
Element 1: Basic Persuasive CommunicationPersuasion Models / Persuasive systems
Integrated model of emotion and politeness
A mobile persuasive storytelling guide
Gaze and eyes for persuasion for ECAs
Evaluation
Ethics and social Influence
Element 2: Creative CommunicationCreative verbal humour environment
False emotions in true lies
Music for persuasion
humaine Final Plenary Meeting Paris, June 4th, 20077
What is a Promotion Campaign
A promotion campaign is the coordinated series of promotional efforts built around a single theme and designed to achieve a specific objective.
Focus on fostering concepts of social value (no-profit campaigns).
humaine Final Plenary Meeting Paris, June 4th, 20078
The market of electronic advertising
Internet advertising: 8000 Meuro in 2004. Google: 3400 Meuro (from 0 in 2000)
Very fast growth
Mobility, dynamic context (target, source), personalisation
humaine Final Plenary Meeting Paris, June 4th, 20079
Toward a campaign based on HUMAINE technologies
Exploit intelligent information technologies that include emotion processing.
Important factors in future electronic promotion and advertisement:
reduction in time to market and extension of possible occasions for advertisementmore attention to the wearing out of the message planning variants and connected messages across time and space contextual personalisation, on the basis of audience profile and situation larger role for multimodal messages possible interactivity
A strong role for computer-based, intelligent, technology for producing novel, appropriate and effective promotional communication.
humaine Final Plenary Meeting Paris, June 4th, 200711
Core achievement: Steps of a Promotion Campaign addressed by each partner in the Exemplar
Goals Target group Communic. strategy
Media strategy
Itc-Irst(Promoter)
- immediate action - first occasion action
- Waste problem - Subgroups expensiveness
- What to say- How to say
- Internet- Mobile devices
Itc-Irst (humor)
- immediate action - first occasion action
- What to say -Press -Banners - Radio - Internet
Univ. of Bari:(Portia)
- Respond to the need for more information - Modify attitude or behaviour -Reinforce attitude or behaviour
- Campaigns promoted by health care services in favour of individuals or groups of people with eating disorders
- What to say - How to say it- How to respond to objections
- Internet-Pervasive computing
QUB (MUSIC)
- How to say (++) - Internet- Mobile devices
QUB (dialogue model)
- What to say - How to say
- Internet
Paris 8 (Gaze)
Detect/maintain interest - How to say (++) - Internet- Mobile devices
UA (politeness)
- What to say (++)- How to say (++)
HWU (storytelling guide)
- need for more info - Modify behaviour attitude-Reinforce behaviour attitude- Inform and make aware
- Public- Foreigners
- What to say - Internet- Mobile devices- Television
Cantoche(Sam)
- What to say - How to say
Internet
humaine Final Plenary Meeting Paris, June 4th, 200712
Key targets 2007 in relation to Promotion Campaign
ITC-irst: Prototype on use of creative language production for promotion messages: a) valence shifting, b) irony introduction in existing short texts,
ITC-irst: Use of Promoter in Promotion campaign scenario
Paris8: Work on ECA's behavior as a speaker (use of persuasive gesture) and as a listener (compute listener's level of interest based on gaze)
HWU: Development and evaluation of the prototype mobile persuasive guide
UH: Design of an evaluation study and running of study of a promotion system designed by IRST
Bari: Portia will be applied to campaigns promoted by health care services in support of individuals or groups of people with eating disorders
Cantoche: evaluating a system using an ECA to persuade people to vote on line. Test with different scenarios.
humaine Final Plenary Meeting Paris, June 4th, 200713
An algorithm for simple variations
Insertion of input concepts (->LSA vector)E,g. “beach” “vacation”
Generation of target-list (words semantically and emotionally connected)
“sea” “hotel” “bay” “excursion”
Assonant words (with filtering and weight: same PoS; possibly: semantics in opposition, emotion…)
(bay day) (bay hay) (hotel farewell)
Creative variation of familiar expressions“tomorrow is another day” -> “tomorrow is another bay”