论计算广告的形式及其审美特征

Forms and Aesthetic Features of Computational Advertising

继承传统广告核心理论,结合计算主义思想提出了计算广告学的界定。在进一步分析计算广告的技术系统的基础上,归纳了计算广告的三种典型形式:文本分析型、用户分析型和用户参与型。从美学的视角分析计算广告强烈的逻辑计算特性所彰显的不同于传统广告的审美特征,具体研究计算广告表征在朴素美、数学美以及和谐美三方面的审美特征,试图为计算广告的技术创意与审美接受之间的融合提供几点参考。

Inheriting the core of traditional advertising theory and combined with computationalism,the definition of computational advertising（CA） is proposed.Based on further analysis of the technical systems of CA,we summarize three typical forms of CA： text analyzing,user analyzing and user participating.From aesthetic perspective,we explore its strong logical calculation features which differ from aesthetic characteristics of traditional advertising and research the aesthetic features in three aspects： plain,mathematics and harmonious.Several references will be provided for the integration between creativity of technology about CA and aesthetic acceptance.