"Talent, Skill and Support.": A Method for Automatic Creation of Slogans

Khalid Alnajjar, Hadaytullah Kundi, Hannu Toivonen

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

Slogans are an effective way to convey a marketing message. In this paper, we present a method for automatically creating slogans, aimed to facilitate a human slogan designer in her creative process. By taking a target concept (e.g. a computer) and an adjectival property (e.g. creative) as input, the proposed method produces a list of diverse expressions optimizing multiple objectives such as semantic relatedness, language correctness, and usage of rhetorical devices. A key component in the process is a novel method for generating nominal metaphors based on a metaphor interpretation model. Using the generated metaphors, the method builds semantic spaces related to the objectives. It extracts skeletons from existing slogans, and finally fills them in, traversing the semantic spaces, using the genetic algorithm to reach interesting solutions (e.g. “Talent, Skill and Support.”). We evaluate both the metaphor generation method and the overall slogan creation method by running two crowdsourced questionnaires.
Original languageEnglish
Title of host publicationProceedings of the Ninth International Conference on Computational Creativity, Salamanca, Spain, June 25-29, 2018
EditorsFrançois Pachet, Anna Jordanous, Carlos León
Number of pages8
Place of PublicationSalamanca, Spain
PublisherAssociation for Computational Creativity
Publication date29 Jun 2018
Pages88-95
ISBN (Print)978-989-54160-0-4
ISBN (Electronic)978-989-54160-0-4
Publication statusPublished - 29 Jun 2018
MoE publication typeA4 Article in conference proceedings
EventInternational Conference on Computational Creativity - Coimbra, Portugal
Duration: 7 Sept 202011 Sept 2020
Conference number: 11
http://computationalcreativity.net/iccc20/

Fields of Science

  • 113 Computer and information sciences
  • computational creativity
  • natural language processing
  • slogan generation
  • natural language generation
  • genetic algorithms

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