赛博格视角下人工智能广告的时空性  

The Spatiotemporal Nature of Artificial Intelligence Advertising from a Cyborg Perspective

作　　者：王菲[1,2,3] 樊向宇 WANG Fei;FAN Xiangyu(Department of Advertising and Media Economics in School of Journalism and Communication,Renmin University of China;School of Journalism and Communication,Renmin University of China)

机构地区：[1]中国人民大学新闻与社会发展研究中心 [2]中国人民大学现代广告研究中心 [3]中国人民大学新闻学院

出　　处：《国际新闻界》2022年第4期116-130,共15页Chinese Journal of Journalism & Communication

基　　金：中国人民大学马克思主义新闻观研究中心项目《人工智能时代新媒体广告发展趋势研究》(项目编号MXG202007)阶段成果。

摘　　要：本文基于人机互动的赛博格视角对人工智能广告的时空性进行了探讨。结合对当前广告业实践案例的分析与讨论,认为相较于传统广告所建构的时空,智能广告趋近于将时空无限地延伸和拓展。而赛博格化可以说是智能广告最直观的变化,它通过媒介的智能化、信息的数字化、体验的感官化、用户的参与化、沟通的网络化、效果的直接化六方面颠覆了传统广告的时空性,促生了智能广告时空性的形成。由此,本文总结提出智能广告的四个时空特性,即时空叠加性、时空流动性、时空压缩性、时空再造性,并从赛博格的视角将人工智能广告定义为:消费者以自身个体为界面,通过智能技术连接多维时间和空间,在人机融合的交互感官体验中获取任何所需的营销沟通活动。Based on the cyborg perspective of human-computer interaction,this paper investigates the spatiotemporal nature of artificial intelligence advertising.Combined with the analysis and discussion of the current advertising industry practice cases,it is believed that compared with the time and space constructed by traditional advertising,smart advertising tends to extend and expand the time and space infinitely.Cyborgization can be said to be the most intuitive change of intelligent advertising.It subverts the traditional through six aspects:intelligent media,digitization of information,sensory experience,user participation,communication network,and direct effect.The spatiotemporal nature of advertising has contributed to the formation of the spatiotemporal nature of intelligent advertising.Therefore,this paper summarizes and proposes four temporal and spatial characteristics of intelligent advertising,namely,spatial and temporal superposition,temporal and spatial fluidity,temporal and spatial compression,and temporal and spatial reconstruction.From the perspective of cyborg,artificial intelligence advertising can be defined as:consumers use themselves as the interface,connecting multi-dimensional time and space through intelligent technology,and obtaining any required marketing communication activities in the interactive sensory experience.

关 键 词：人机互动 广告沟通 虚拟现实 

分 类 号：G206[文化科学—传播学] F713.8[经济管理—广告]