泛广告:人工智能时代的广告变革  

Pan-Advertization:The Advertising Revolution In the Era of Artificial Intelligence

作　　者：饶广祥[1] 段彦会 RAO Guang-xiang;DUAN Yan-hui

机构地区：[1]四川大学符号学-传媒学研究所,四川成都610065

出　　处：《福建师范大学学报（哲学社会科学版）》2020年第5期125-131,171,共8页Journal of Fujian Normal University:Philosophy and Social Sciences Edition

基　　金：国家社会科学基金后期资助项目“中国品牌的意义生成与路径研究”(19FXWB003)。

摘　　要：人工智能推动了广告形态的变革,冲破了原有的广告认知与界线,宣告当前广告进入了“泛广告”阶段。泛广告突破了传统广告所确认的付费、依赖大众媒体传播等符码,改变了广告与其他被寄生文本的“寄生”关系,让尾题进入文本之中,依托文本获得意动性,成为全新的广告形态,宣告了广告的发展新动向。泛广告是人工智能发展的结果,同时也是人工智能进一步应用到广告中的前提,为广告研究提供了全新的起点,也为广告实践和创作提供了新的方向。Artificial intelligence(AI)has driven the changes on advertising forms,breaking the existed·understandings of advertising,and blurring the line between an advertisement and the other texts.Annouce that a stage of Pan-Advertization has been formed already.While traditional ads are recognized as need to be paid and spread via mass media,things are changed when talking about Pan-Advertization,and there is no more rigid requirement that ads must be embedded in the other types of texts.Let end-title be a part of an ad and through which make it persuasive have shaped a brand new type of advertising,marking a new trend for advertising development as well.The Pan-Advertization,treated as an outcome of AI development,plays the role of a premise too when considering to put AI into the advertising practice further.Meanwhile,it helps to propose a fresh starting point in the field of advertising study,and to indicate a new direction for advertising practice and creation in the future.

关 键 词：人工智能 泛广告 符码 寄生 

分 类 号：F713[经济管理—产业经济] G212[文化科学—新闻学]