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Towards Promotion Campaigns Based on Humaine Technology

Oliviero Stock

IRST, Trento

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HUMAINE (Human-Machine Interaction Network on Emotion) * revisited by HAHAcronym

Human Machine Interaction Nightwork on Expiation

Human Machine Interaction Nightwork on CENSORED

Human Machine Inaction Network on Expiation

Human Machine Inaction Network on Eternal_damnation

Humanitarian Machine Interaction Network on Exhilaration

Human Machine Inaction Network Extreme_unction

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WP 8: The area

explore critical issues for building persuasive and emotion-inducing computational systems.

we added an element concerned with emotion and NLP

test limited realizations that can be demonstrated as proofs of concepts for a novel class of systems

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WP 8: the main teams

ITC-irst, Paris 8, UA, DI-BARI, HU, Cantoche, HWU, QUB, ISTC-CNR, UTWENTE

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A tridimensional view of WP8

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Element 1 and Element 2

Element 1: Basic Persuasive CommunicationPersuasion Models / Persuasive systems

Integrated model of emotion and politeness

A mobile persuasive storytelling guide

Gaze and eyes for persuasion for ECAs

Evaluation

Ethics and social Influence

Element 2: Creative CommunicationCreative verbal humour environment

False emotions in true lies

Music for persuasion

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What is a Promotion Campaign

A promotion campaign is the coordinated series of promotional efforts built around a single theme and designed to achieve a specific objective.

Focus on fostering concepts of social value (no-profit campaigns).

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The market of electronic advertising

Internet advertising: 8000 Meuro in 2004. Google: 3400 Meuro (from 0 in 2000)

Very fast growth

Mobility, dynamic context (target, source), personalisation

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Toward a campaign based on HUMAINE technologies

Exploit intelligent information technologies that include emotion processing.

Important factors in future electronic promotion and advertisement:

reduction in time to market and extension of possible occasions for advertisementmore attention to the wearing out of the message planning variants and connected messages across time and space contextual personalisation, on the basis of audience profile and situation larger role for multimodal messages possible interactivity

A strong role for computer-based, intelligent, technology for producing novel, appropriate and effective promotional communication.

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Core achievement: Steps of a Promotion Campaign addressed by each partner in the Exemplar

Goals Target group Communic. strategy

Media strategy

Itc-Irst(Promoter)

- immediate action - first occasion action

- Waste problem - Subgroups expensiveness

- What to say- How to say

- Internet- Mobile devices

Itc-Irst (humor)

- immediate action - first occasion action

- What to say -Press -Banners - Radio - Internet

Univ. of Bari:(Portia)

- Respond to the need for more information - Modify attitude or behaviour -Reinforce attitude or behaviour

- Campaigns promoted by health care services in favour of individuals or groups of people with eating disorders

- What to say - How to say it- How to respond to objections

- Internet-Pervasive computing

QUB (MUSIC)

- How to say (++) - Internet- Mobile devices

QUB (dialogue model)

- What to say - How to say

- Internet

Paris 8 (Gaze)

Detect/maintain interest - How to say (++) - Internet- Mobile devices

UA (politeness)

- What to say (++)- How to say (++)

HWU (storytelling guide)

- need for more info - Modify behaviour attitude-Reinforce behaviour attitude- Inform and make aware

- Public- Foreigners

- What to say - Internet- Mobile devices- Television

Cantoche(Sam)

- What to say - How to say

Internet

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Key targets 2007 in relation to Promotion Campaign

ITC-irst: Prototype on use of creative language production for promotion messages: a) valence shifting, b) irony introduction in existing short texts,

ITC-irst: Use of Promoter in Promotion campaign scenario

Paris8: Work on ECA's behavior as a speaker (use of persuasive gesture) and as a listener (compute listener's level of interest based on gaze)

HWU: Development and evaluation of the prototype mobile persuasive guide

UH: Design of an evaluation study and running of study of a promotion system designed by IRST

Bari: Portia will be applied to campaigns promoted by health care services in support of individuals or groups of people with eating disorders

Cantoche: evaluating a system using an ECA to persuade people to vote on line. Test with different scenarios.

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An algorithm for simple variations

Insertion of input concepts (->LSA vector)E,g. “beach” “vacation”

Generation of target-list (words semantically and emotionally connected)

“sea” “hotel” “bay” “excursion”

Assonant words (with filtering and weight: same PoS; possibly: semantics in opposition, emotion…)

(bay day) (bay hay) (hotel farewell)

Creative variation of familiar expressions“tomorrow is another day” -> “tomorrow is another bay”

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Examples with an emotion

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Key Targets 2007: Ethics

Ethical issues in persuasion by an artificial agent.

Finalisation of guidelines for developers

Legal issues