A COMPUTATIONAL MODEL FOR VISUAL METAPHORS - Interpreting Creative Visual Advertisements

Angela Schwering, Kai-Uwe Küehnberger, Ulf Krumnack, Helmar Gust, Tonio Wandmacher, Bipin Indurkhya, Amitash Ojha

Abstract

Coming up with new and creative advertisements is a sophisticated task for humans, because creativity requires breaking conventional associations to create new juxtaposition of familiar objects. Using objects in an uncommon context attracts the viewer’s attention and is an effective way to communicate a message in advertisements. Perceptual similarity seems to be a major source for creativity in the domain of visual metaphors, e.g. replacing objects by perceptually similar, but conceptually different objects is a technique to create new and unconventional interpretations. In this paper, we analyze the role of perceptual similarity in advertisements and propose an extension of Heuristic-Driven Theory Projection, a computational theory for analogy making that can be used to automatically compute interpretations of visual metaphors.

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Paper Citation


in Harvard Style

Schwering A., Küehnberger K., Krumnack U., Gust H., Wandmacher T., Indurkhya B. and Ojha A. (2009). A COMPUTATIONAL MODEL FOR VISUAL METAPHORS - Interpreting Creative Visual Advertisements . In Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 1: ICAART, ISBN 978-989-8111-66-1, pages 339-344. DOI: 10.5220/0001660303390344


in Bibtex Style

@conference{icaart09,
author={Angela Schwering and Kai-Uwe Küehnberger and Ulf Krumnack and Helmar Gust and Tonio Wandmacher and Bipin Indurkhya and Amitash Ojha},
title={A COMPUTATIONAL MODEL FOR VISUAL METAPHORS - Interpreting Creative Visual Advertisements},
booktitle={Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 1: ICAART,},
year={2009},
pages={339-344},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001660303390344},
isbn={978-989-8111-66-1},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 1: ICAART,
TI - A COMPUTATIONAL MODEL FOR VISUAL METAPHORS - Interpreting Creative Visual Advertisements
SN - 978-989-8111-66-1
AU - Schwering A.
AU - Küehnberger K.
AU - Krumnack U.
AU - Gust H.
AU - Wandmacher T.
AU - Indurkhya B.
AU - Ojha A.
PY - 2009
SP - 339
EP - 344
DO - 10.5220/0001660303390344