| Recent years,the innovative application of artificial intelligence technology in the field of advertising has aroused widespread concern in academia and industry.The development of artificial intelligence technology has brought new opportunities and challenges to the advertising industry.Therefore,this paper will combine some classic cases and related theories,through case analysis,literature research and other methods,in-depth explore and analyze the necessity and feasibility,application status and development trend of artificial intelligence technology in advertising creation,on this basis,further explore the positive and negative effects of artificial intelligence technology on advertising creation,In view of these problems,the paper puts forward some countermeasures and suggestions.The main contents and viewpoints of this paper are as followsFirst,the application of artificial intelligence technology in advertising creation has certain necessity and feasibility.The necessity is reflected in the conflict between artificial intelligence technology and traditional advertising creation concept and the lag of traditional creation,which makes the innovation of advertising creation imminent;The feasibility is reflected in the development of intelligent recognition technology,intelligent reasoning technology and intelligent learning technology,which provides a new perspective and new method for advertising creation.Secondly,visual recognition processing,natural language processing technology and speech recognition technology are the three core technologies of the application of artificial intelligence in advertising creation.Computer vision is helpful to advertising image processing;Natural language processing technology promotes the convenient production of advertising copy;The combination of visual processing technology,natural language processing technology and speech recognition technology provides great convenience for the creation of advertising video.Third,the influence of artificial intelligence technology on advertising creation is mainly manifested in five aspects.First,change the production concept of advertising;Secondly,it changes the role cognition and professional skills of the main body of advertisement creation;Thirdly,the way of advertising creation is changed,the creation technology is diversified,and the creation efficiency is significantly improved;Fourthly,change the way of expression and effect of advertisement works;Fifthly,it changes the way of receiving information and aesthetic orientation of the audience.Fourth,the application of artificial intelligence technology in advertising creation will also bring some negative effects.It includes the alienation of advertising art,the invasion of user privacy,and the influence on the construction of public sphere;To solve these problems,we can establish industry norms,strengthen self-discipline of practitioners,and attach importance to humanistic spirit. |
