HOW TO ADVERTISE APPROAPRIATELY ON THE WORLD WIDE WEB? A MULTI-CONGRUITY ANALYSIS APPROACH

As a popular and important advertising style, Internet advertising has drawn substantial amount of scholarly attention. Previous studies focus on the independent effects of various factors, such as product, consumer, website and ad per se, but few studies consider the impacts of the congruities between these factors on consumer’s attitude toward the ads. In this paper, we propose an integrative model, product-consumer-website-ad model, to articulate how the congruity between factors exerts its effect. We propose that ad appeal (emotional vs. informational) should be designed consistent with the nature of the advertised product (hedonic vs. utilitarian), the nature of the website (hedonic vs. utilitarian) and the thinking styles of consumer (intuitive vs. rational). Personalization plays an important role in the process to achieve the congruity. We also propose that the ad on the website with high reputation will generate more favourable attitude toward it. Implications and future research are also discussed in the paper

Learning Face Age Progression: A Pyramid Architecture of GANs

The two underlying requirements of face age progression, i.e. aging accuracy and identity permanence, are not well studied in the literature. In this paper, we present a novel generative adversarial network based approach. It separately models the constraints for the intrinsic subject-specific characteristics and the age-specific facial changes with respect to the elapsed time, ensuring that the generated faces present desired aging effects while simultaneously keeping personalized properties stable. Further, to generate more lifelike facial details, high-level age-specific features conveyed by the synthesized face are estimated by a pyramidal adversarial discriminator at multiple scales, which simulates the aging effects in a finer manner. The proposed method is applicable to diverse face samples in the presence of variations in pose, expression, makeup, etc., and remarkably vivid aging effects are achieved. Both visual fidelity and quantitative evaluations show that the approach advances the state-of-the-art.Comment: CVPR 2018. V4 and V2 are the same, i.e. the conference version; V3 is a related but different work, which is mistakenly submitted and will be submitted as a new arXiv pape