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<!doctype html>
<html>
<head>
<title>Persuasion Strategies in Advertisements</title>
<meta charset="utf-8" name="viewport" content="width=device-width, initial-scale=1">
<link href="css/frame.css" media="screen" rel="stylesheet" type="text/css" />
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<style>
.menu-index {
color: rgb(255, 255, 255) !important;
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}
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</head>
<body>
<div class="menu-container">
<div class="menu">
<div class="menu-table flex-row-space-between">
<div class="logo flex-row-center">
<a href="index.html">Persuasion Strategies in Advertisements</a>
</div>
<a class="menu-button" tabindex="0" href="javascript:void(0)">
<img src="img/menu.png">
</a>
<div class="menu-items flex-row-center flex-item">
<a href="#Introduction" class="menu-index">Introduction</a>
<!-- <a href="#Annotation Example" class="menu-widget">Annotation Example</a> -->
<a href="#Dataset" class="menu-embedding">Dataset</a>
<a href="#Collaborators" class="menu-embedding">Collaborators</a>
<a href="#Contact" class="menu-embedding">Contact</a>
<a href="#terms-of-use" class="menu-embedding">Terms of Use</a>
<a href="https://github.com/midas-research/persuasion-advertisements/tree/Persuasion-Prediction-Model">GitHub</a>
</div>
</div>
</div>
</div>
<div class="content-container">
<div class="content">
<div class="content-table flex-column">
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<!-- Start Intro-->
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<a target="_blank" href="javascript:void(0)">Author 1</a>, author1 (at) cs.cmu.edu<br>
<a target="_blank" href="javascript:void(0)">Author 2</a>, author2 (at) cs.cmu.edu<br>
<a target="_blank" href="javascript:void(0)">Author 3</a>, author3 (at) cs.cmu.edu<br>
<a target="_blank" href="javascript:void(0)">Laboratory</a><br>
<a target="_blank" href="javascript:void(0)">Institute</a><br>
<a target="_blank" href="javascript:void(0)">Organization</a><br>
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<a target="_blank" href="javascript:void(0)">City, State, Country</a>
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<h2 class="add-top-margin" id="Introduction">Introduction</h2>
<hr>
<p class="text">
Marketing communications are the primary means of connecting brand with consumers through which the
consumer can know
what the product is about, what it stands for, who makes it and can be motivated to try it
out. Advertisements use
various persuasion strategies which allows marketers to link their brands with people, places,
experiences, feelings,
events, and other things. Through literature survey and analyzing several advertisments, we finalized that
persuasion
can be
carried out using 24 strategies which includes reciprocity, scarcity, concreteness, authority approval,
etc. The image below demonstrates different persuasion strategies used for marketing the same product.
For
this
problem, we used the Pitt ads dataset of 64,832 ad images and further added the persuasive strategies
labels. Dataset
was partially annotated by human annotators, and we used active learning to get persuasive strategies for
the rest of
the
images.
</p>
</div>
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<div class="flex-row">
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<!-- <h2 class="add-top-margin" id="Annotation Example">Annotation Example </h2>
<hr> -->
<p class="text text-center graph-title">
Different Advertisements with Different Persuasive Strategies Selling Same Product
</p>
<img class="image center max-width-700 add-top-margin-small" src="img/description.jpg">
</div>
</div>
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<h2 class="add-top-margin" id="Dataset">Dataset </h2>
<hr>
<h3>Pitt Ads Dataset</h3>
<p>Pitt ads dataset contains an image dataset of 64,832
image ads, and a video dataset of 3,477 ads. This data contains annotations encompassing the topic and
sentiment of the ads, questions and answers describing what actions the viewer is prompted to take and the
reasoning that the ad presents to persuade the viewer. </p>
<p class="text">
<h3>
Sample Segmented Images
</h3>
<br>
<div class="flex-row-space-between">
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<script src="https://scripts.sirv.com/sirvjs/v3/sirv.js"></script>
<div class="figure">
<img class="Sirv image-main" src="https://demo.sirv.com/hc/Bose-700-a.jpg?w=10&colorize.color=efefef"
data-src="img/Image1.png">
<img class="Sirv image-hover" data-src="img/Image1_hover.png">
</div>
</div>
<div class="flex-item flex-column">
<div class="figure">
<img class="Sirv image-main" src="https://demo.sirv.com/hc/Bose-700-a.jpg?w=10&colorize.color=efefef"
data-src="img/Image2.png">
<img class="Sirv image-hover" data-src="img/Image2_hover.png">
</div>
</div>
</div>
<!-- <div class="flex-row">
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<img class="Sirv image-main image center" src="https://demo.sirv.com/hc/Bose-700-a.jpg?w=10&colorize.color=efefef" data-src="img/Image3.png">
<img class="Sirv image-hover image center" data-src="img/Image3_hover.png">
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<h3>Dataset Links</h3>
<ul>
<li>Readme</li>
<li><a href="dataset_distribution.html">Dataset statistics</a></li>
<li><a href="https://people.cs.pitt.edu/~kovashka/ads/">Download images</a></li>
<li>Download image annotations</li>
<li><a href="CategoryWisePage.html">Examples of category wise image annotations</a></li>
<li><a href="downloads/segmentation.xml" download="segmentation.xml">Download image segmentation
annotations </a></li>
</ul>
</p>
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<div class="flex-row">
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<h2 class="add-top-margin" id="Collaborators">Collaborators </h2>
<hr>
<p>
<img class="image center image-wrap-text max-width-400" src="img/Logos.png">
<span style="display: inline-block; padding-top: 6em;">
1. Indraprastha Institute of Information Technology Delhi<br>
2. Adobe Media & Data Science Research<br>
3. Georgia Institute of Technology<br>
4. The State University of New York, Buffalo<br>
</span>
</p>
</div>
</div>
<div class="flex-row">
<div class="flex-item flex-column">
<h2 class="add-top-margin" id="Contact">Contact </h2>
<hr>
<p class="text">
For any questions, issues, concerns, and comments, please email Yaman Kumar Singla at
</p>
</div>
</div>
<div class="flex-row">
<div class="flex-item flex-column">
<h2 class="add-top-margin" id="terms-of-use">Terms of Use </h2>
<hr>
<p class="text">
If you use our data, please cite the following papers:<br>
<br>
1. Yaman Kumar Singla, Rajat Jha, Aditya Garg, Ayush Bhardwaj, Tushar, Arunim Gupta, Milan Aggarwal,
Balaji Krishnamurthy, Diyi Yang, Rajiv Ratn Shah, and Changyou Chen. "Persuasion Strategies in Advertisements" (2022). <br>
2. Hussain, Zaeem, Mingda Zhang, Xiaozhong Zhang, Keren Ye, Christopher Thomas, Zuha Agha, Nathan Ong,
and Adriana Kovashka. "Automatic understanding of image and video advertisements."
In Proceedings of the IEEE conference on computer vision and pattern recognition, pp. 1705-1715. 2017. <br>
</p>
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