生成式图像的广告创意及其媒介物质性分析  

Analysis Of Advertising Creativity of Generative Images and Its Media Materiality

作　　者：卢照[1] Lu Zhao

机构地区：[1]上海师范大学影视传媒学院

出　　处：《现代广告》2023年第14期4-11,共8页Modern Advertising

摘　　要：随着AIGC技术的不断迭代,广告创意领域对于此类非人为创作的技术使用也呈现较为开放的态度。AIGC生成图像不同于在其之前普遍应用的图像表现形式,其基于数据库而非叙事的特点不仅给以真实性和原创性为圭臬的创作领域的评判标准带来了困难,而且也对新的叙事逻辑的阐释提出了挑战。本文基于此对于广告创意中逐渐兴起的利用数字生成图像展开创意的表达和媒介物质特性进行了分析,指出在生成式图像表面的背后还存在基于算法逻辑和自然语言编码的深度空间。As AIGC technology continues to iterate,the creative field of advertising has become more open to the use of such nonhuman creative technology.The image generated by AIGC is different from the image expression form commonly used before it.Its characteristic that it is based on database rather than narrative not only brings difficulties to the judgment standard of the creation field which is based on authenticity and originality,but also puts forward challenges to the new narrative interpretation.Based on this,this paper analyzes the media characteristics of digital image creation and communication gradually emerging in advertising creativity,and points out that behind the surface of digital image there exists equal depth space based on algorithmic logic and natural language coding.

关 键 词：数字影像 深度空间 媒介研究 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]