超越二元对立:文生视频大模型赋能广告创意生产研究  

Beyond Binary Opposition:A Study on the Empowerment of Advertising Creative Production through Text-to-Video Large Models

作　　者：张艳[1] 朱家琪 ZHANG Yan;ZHU Jiaqi

机构地区：[1]河北大学新闻传播学院

出　　处：《湖北民族大学学报(哲学社会科学版)》2025年第2期108-118,共11页Journal of Hubei Minzu University:Philosophy and Social Sciences

基　　金：河北省高等学校人文社会科学基础研究重点培育项目“智能媒体传播的算法风险与元规制路径研究”(JCZX2023026)。

摘　　要：文生视频大模型的发布开启了视频内容制作的新篇章。然而,新技术同时携带刻板印象、社会偏见、深度伪造、版权侵害等风险,面临将广告创意生产引入负面竞争、连带侵权责任等困境。在内容共创的过程中,人与机器的沟通磨合可能加剧机器的拟人化和人的机器化。因此,相关行业主体需要持续优化人机协作路径,平衡技术量产与创意独特性之间的矛盾,保全人类情感与思维逻辑,既为技术发展提供支持,也承担起社会责任与人文关怀,在双向调试的协作过程中与机器共同进步。The release of text-to-video large models has opened a new chapter in video content creation.However,these new technologies also carry risks such as stereotypes,social biases,deep fakes,and copyright violations,which bring advertising production into challenges like negative competition and shared liability for infringement.During the content co-creation process,the communication and adjustment between humans and machines may exacerbate the humanization of machines and the mechanization of humans.Therefore,stakeholders in relevant industries need to continuously optimize human-machine collaboration pathways,balance the tension between technological mass production and creative uniqueness,and preserve human emotions and logical thinking,so as to support technological development and take on social responsibilities and humanistic care,thus progressing together with machines in a process of mutual adjustment and collaboration..

关 键 词：文生视频大模型 广告创意 技术风险 人机协作 数字治理 

分 类 号：TP391.41[自动化与计算机技术—计算机应用技术] TP18[自动化与计算机技术—计算机科学与技术] F713.8[经济管理—广告] G206[经济管理—产业经济]