A Study Of Intelligent Advertising Creative Production Based On The Kinesthetic Schema Theory

This paper takes the advertising creative production as its research object,and uses the Kinesthetic Schema Theory to guide the whole research process.The purpose of this paper is to study the influence of artificial intelligence（AI）on advertising creative production under the trend of intelligentization: including its impact on traditional creative production mode,the new changes it brings and how AI is applied in the process of advertising content creation.With such a base,this study hopes to explore the possible developing path of the intelligence advertising creative in the future.In order to achieve the above goals,this paper uses literature research,case study and in-depth interview as its research method.Literature research is used to sort out the existing literature of artificial intelligence technology and its application in advertising and creative related fields.In-depth interview and data collection is applied on the study and analysis of seven intelligence advertising creation cases,including AI Poem Writing of Netease Snail Read,AI Copywriter of Leo Group,AI Editor of Alibaba,Lubanner of Alibaba and Intelligent Banner Generation System of Meituan,etc.,covering all three categories in existing intelligence advertising creation: text,image and video.Through the integration analysis of case study,this paper abstracts the overall framework and model of AI application in advertising creative production: 1)Natural language processing technology is the technical basis of intelligent advertising text creation,and its intelligent production follows the path of text analysis and user/product feature extraction—intelligent copy generation—feedback;2)Computer vision is the technical basis of intelligent advertising image creation,forming a technology loop of demand extraction and design structure learning—visual image generation—evaluation and feedback;3)Video-based intelligent advertising creation requires a combination use of natural language processing,computer vision,speech recognition and processing as well as other AI technologies,to form a model of data processing（including product images,comments,and audio data,etc.）— video visualizing—evaluation and optimization;4)Based on the analysis and summary of the above three types of subsystems,a general advertising intelligence creation model of learning,generation and feedback is extracted.Considering the current development of AI technology and its application in the field of advertising creative production,this study believes that intelligence advertising creation is still in the stage of primary intelligent now and there are three main problems during the development: basic creative production takes the most proportion,lack of systematic brand creativity,and a huge gap in the overall advertising creative ecology due to the monopoly of data and technology.The development of future creative advertising production should follow a humancomputer collaborative model;through the accumulation of data to complete the transfer from short-term content creative to long-term creative strategy;in the case of unable to break the data technical barriers,traditional advertising agencies need to find a vertical path in order to seek for intelligence development.