The Spatiotemporal Nature of Artificial Intelligence Advertising from a Cyborg Perspective
WANG Fei FAN Xiangyu
Author information+
Wang Fei is an associate professor of Department of Advertising and Media Economics in School of Journalism and Communication, Renmin University of China. Email: wf516@vip.sina. com.
Fan Xiangyu is a PhD student of School of Journalism and Communication, Renmin University of China. E-mail: fanxiangyu0118@ruc.edu.cn.
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History+
Published
2022-04-23
Issue Date
2022-08-24
Abstract
Based on the cyborg perspective of human-computer interaction, this paper investigates the spatiotemporal nature of artificial intelligence advertising. Combined with the analysis and discussion of the current advertising industry practice cases, it is believed that compared with the time and space constructed by traditional advertising, smart advertising tends to extend and expand the time and space infinitely. Cyborgization can be said to be the most intuitive change of intelligent advertising. It subverts the traditional through six aspects: intelligent media, digitization of information, sensory experience, user participation, communication network, and direct effect. The spatiotemporal nature of advertising has contributed to the formation of the spatiotemporal nature of intelligent advertising. Therefore, this paper summarizes and proposes four temporal and spatial characteristics of intelligent advertising, namely, spatial and temporal superposition, temporal and spatial fluidity, temporal and spatial compression, and temporal and spatial reconstruction. From the perspective of cyborg, artificial intelligence advertising can be defined as: consumers use themselves as the interface, connecting multi-dimensional time and space through intelligent technology, and obtaining any required marketing communication activities in the interactive sensory experience.
WANG Fei FAN Xiangyu.
The Spatiotemporal Nature of Artificial Intelligence Advertising from a Cyborg Perspective. Chinese Journal of Journalism & Communication. 2022, 44(4): 116-130
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Funding
This research is supported by Research Center of Marxist outlook on journalism, Renmin University of China “Research on the development trend of new media advertising in the era of artificial intelligence” (No.: MXG202007).