Multimodal Content Analysis for Effective Advertisements on YouTube

The rapid advances in e-commerce and Web 2.0 technologies have greatly increased the impact of commercial advertisements on the general public. As a key enabling technology, a multitude of recommender systems exists which analyzes user features and browsing patterns to recommend appealing advertisements to users. In this work, we seek to study the characteristics or attributes that characterize an effective advertisement and recommend a useful set of features to aid the designing and production processes of commercial advertisements. We analyze the temporal patterns from multimedia content of advertisement videos including auditory, visual and textual components, and study their individual roles and synergies in the success of an advertisement. The objective of this work is then to measure the effectiveness of an advertisement, and to recommend a useful set of features to advertisement designers to make it more successful and approachable to users. Our proposed framework employs the signal processing technique of cross modality feature learning where data streams from different components are employed to train separate neural network models and are then fused together to learn a shared representation. Subsequently, a neural network model trained on this joint feature embedding representation is utilized as a classifier to predict advertisement effectiveness. We validate our approach using subjective ratings from a dedicated user study, the sentiment strength of online viewer comments, and a viewer opinion metric of the ratio of the Likes and Views received by each advertisement from an online platform.Comment: 11 pages, 5 figures, ICDM 201

Towards a Re-Definition of Government Interpreters' Agency Against a Backdrop of Sociopolitical and Cultural Evolution: A Case of Premier's Press Conferences in China

The sociopolitical and cultural evolution as a result of the Reform and Opening up in 1978, facilitated not least by the inexorable juggernaut of globalization and technological advancement, has revolutionized the way China engages domestically and interacts with the outside world. The need for more proactive diplomacy and open engagement witnessed the institutionalization of the interpreter-mediated premier's press conferences. Such a discursive event provides a vital platform for China to articulate its discourse and rebrand its image in tandem with the profound changes signaled by the Dengist reform. This chapter investigates critically how political press conference interpreting and interpreters' agency in China are impacted in relation to such dramatic transformations. It is revealed that, while interpreters are confronted with seemingly conflicting expectations, in actual practice they are often able to negotiate a way as highly competent interpreting professionals with the additional missions of advancing China's global engagement and safeguarding China's national interests

Towards a Re-Definition of Government Interpreters' Agency Against a Backdrop of Sociopolitical and Cultural Evolution: A Case of Premier's Press Conferences in China

The sociopolitical and cultural evolution as a result of the Reform and Opening up in 1978, facilitated not least by the inexorable juggernaut of globalization and technological advancement, has revolutionized the way China engages domestically and interacts with the outside world. The need for more proactive diplomacy and open engagement witnessed the institutionalization of the interpreter-mediated premier's press conferences. Such a discursive event provides a vital platform for China to articulate its discourse and rebrand its image in tandem with the profound changes signaled by the Dengist reform. This chapter investigates critically how political press conference interpreting and interpreters' agency in China are impacted in relation to such dramatic transformations. It is revealed that, while interpreters are confronted with seemingly conflicting expectations, in actual practice they are often able to negotiate a way as highly competent interpreting professionals with the additional missions of advancing China's global engagement and safeguarding China's national interests

The Role of Socially-Mediated Alignment in the Development of Second Language Grammar and Vocabulary: Comparing Face-to-Face and Synchronous Mobile-Mediated Communication

Decades of research has shown that speakers mutually adapt to each other’s linguistic behaviors at different levels of language during dialogue. Recent second language (L2) research has suggested that alignment occurring while L2 learners carry out collaborative activities may lead to L2 development, highlighting the benefits of using alignment activities for L2 learning. However, despite the notion that speakers linguistically align in interactions happening in socially-situated contexts, little is known about the role of social factors in the magnitude and learning outcomes of alignment occurring in L2 interaction. The purpose of the study was to examine the pedagogical benefits of alignment activities for the development of L2 grammar and vocabulary during peer interaction across two different interactional contexts: Face-to-Face (FTF) and synchronous mobile-mediated communication (SMMC; mobile text-chat). The target vocabulary items included 32 words and the target structure was a stranded preposition construction embedded in an English relative clause. Furthermore, this study investigated whether social factors (i.e., L2 learners’ perceptions of their interlocutor’s proficiency, comprehensibility of the interlocutor’s language production, and task experience with the interlocutor) and cognitive factors (i.e., individual differences in language aptitude, cognitive style, and proficiency) would modulate alignment effects. Ninety-eight Korean university students were assigned to either the FTF or SMMC group. They completed two alignment activities in pairs, three measurement tests (pre-, post-, and delayed post-test), various cognitive ability tests, and perception questionnaires over four weeks. Results indicated that alignment occurred at the structural and lexical levels in FTF and SMMC modes, but also that structural alignment was facilitated significantly more in the SMMC mode when compared to FTF. However, there was no significant modality effect on the degree of lexical alignment. Findings also demonstrated beneficial role of alignment activities in L2 grammar and vocabulary learning, irrespective of the modality. Furthermore, results suggested that language proficiency and explicit language aptitude were significantly associated with structural alignment driven learning. Learners’ perceptions did not show a significant impact on the degree of alignment and learning outcomes. Implications for the benefits of interactive alignment activities for L2 development and the effect of modality, social factors, and cognitive factors are discussed

TRANSLATION IGNORANCE: A CASE STUDY OF BILINGUAL SIGNS

As a country that is famous for her natural beauty and friendly people, Indonesia becomes one of worldtourism destinations and many foreign people visit this country. In order to provide better service, manybilingual public signs, Indonesian – English, are placed in public areas. Unfortunately, due to structuraand cultural differences between Indonesian and English, the intention of providing information is oftenhampered. Further, because of translation ignorance there are many misleading bilingual public signsthat may create confusion. In fact, public signs, regardless the language command, should evoke similareffect to the readers so that the terms used should be familiar to the target readers. On the other hand,there is no standard in translating public sign so that different public facilities may put different versionfor similar sign. This paper is going to map the method of translation applied in translating signs inseveral public areas in Surabaya and analyse the common mistake of the signs. It is expected that peoplerealise the importance of proper bilingual signs and the authorities will pay more attention to thetranslation activity, especially in producing bilingual signs and thus reducing translation ignorance

Interfaces of the Agriculture 4.0

The introduction of information technologies in the environmental field is impacting and changing even a traditional sector like agriculture. Nevertheless, Agriculture 4.0 and data-driven decisions should meet user needs and expectations. The paper presents a broad theoretical overview, discussing both the strategic role of design applied to Agri-tech and the issue of User Interface and Interaction as enabling tools in the field. In particular, the paper suggests to rethink the HCD approach, moving on a Human-Decentered Design approach that put together user-technology-environment and the importance of the role of calm technologies as a way to place the farmer, not as a final target and passive spectator, but as an active part of the process to aim the process of mitigation, appropriation from a traditional cultivation method to the 4.0 one