iccc2012 dublin - creatively subverting messages in posters (gatti guerini stock strapparava)

7/31/2019 ICCC2012 Dublin - Creatively subverting messages in posters (Gatti Guerini Stock Strapparava)

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Creatively subverting messages in posters

Lorenzo Gatti

Charles Callaway

Carlo Strapparava

Marco Guerini

Oliviero Stock

FBK-irst, Trento RISE


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Why


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Why

Along most streets, advertisements are trying to grab our attention. One way

to defend ourselves is to creatively alter the message seen.

Subvertisingis the counterculture-art practice of creatively changing

advertisements on billboards..

SUBVERTISER: a mobile application to take a picture of a poster, and to

automatically produce a new virtual version of it with a creative variation of its

linguistic expression, but maintaining the same graphic style.


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Subvertising

Tesco, Every little helps and its logo are copyrighted trademarks of Tesco plc.


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Subvertising

Tesco, Every little helps and its logo are copyrighted trademarks of Tesco plc.

Image taken from http://ellistration.files.wordpress.com/2010/10/tesco_lie.jpeg


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Valentino

Valentino1 (Valenced Text Inoculator) modifies a message by changing itsaffective valence.

Valentino requires just two inputs: the message we want to slant, and a

coefficient ranging from -2 to +2, that decides the direction and intensity of the

slanting.

I ate [a very good dish]NP

I ate [an incredibly good dish]NP (+1)

I ate [an incredibly delicious dish]NP (+2)

I ate [a disgusting dish]NP (-1.5)

1Guerini M., Strapparava C. & Stock O. Valentino: A tool for Valence Shifting of Natural

Language Texts, in Proceedings of LREC2008, and Slanting Existing Text with Valentino, inProceedings of IUI2011


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Valentino

Valentino resources are based on WordNet and SentiWordNet.

Ordered Vectors of Valenced Terms (OVVT) are used to swap words. They

are built from WordNet antonyms (ugly beautiful), then searching the near-

synonyms (for adjectives) and hyponyms (for nouns and verbs). Then, words

are ordered by adding the SentiWordNet scores.

Example:

hideous

unnatural

ugly

pretty

beautiful

gorgeous

antonymy

( - )

( + )


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Valentino

Modifier-OVVTs are based on contextual relations from the Google Web 1T 5-

grams corpus.

Example of a modifier-OVVT: adjectives for the noun dish, near synonyms of

good

( + ) ( - )

Original: This is a [good dish]NP

Without n-grams: This is a [well-behaved dish]NP*

With n-grams: This is a [delicious dish]NP


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Mobile interface


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Mobile interface

Subvertiser: iPhone app to graphically

modify a message

Four interaction steps:

Taking/choosing a picture

Selecting text region

Spellchecking

Choosing a new message


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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Mobile interface


modify a message




Spellchecking



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Resulting image


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System architecture

Take photo andselect text

OCR, color andposition

detection

Reconstructbackground

Spellcheck OCRresults

Font detectionusing WTF

Query Valentinoserver

Choose newmessage

Generate newtext lines using

WTF

Apply new textover image

User interaction Done by system


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Further work

More creative capabilities in Valentino (e.g. corpus-based processing orientedto reproducing novel, acceptable variations)

Better text analysis and better generation

Rhetoric and persuasive intents recognition

Generation of specific evaluative expressions (e.g. ethical/aesthetic etc)

Wider range of variations: affect removal, irony and sarcasm, etc.

Evaluation with users (Guerini, M. Strapparava, C. and Stock, O. Ecological

evaluation of persuasive messages using Google Adwords. In ACL2012)


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iccc2012 dublin - creatively subverting messages in posters (gatti guerini stock strapparava)

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