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There is more to images than their objective physical content: for example, advertisements are created to persuade a viewer to take a certain action. We propose the novel problem of automatic advertisement understanding. To enable research on this problem, we create two datasets: an image dataset of 64,832 image ads, and a video dataset of 3,477 ads. Our data contains rich 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 ("What should I do according to this ad, and why should I do it?"), and symbolic references ads make (e.g. a dove symbolizes peace). We also analyze the most common persuasive strategies ads use, and the capabilities that computer vision systems should have to understand these strategies. We present baseline classification results for several prediction tasks, including automatically answering questions about the messages of the ads.

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Publications


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Funding

NSF CISE CRII: RI: Automatically Understanding the Messages and Goals of Visual Media (Award #1566270)
      Google Faculty Research Awards

This material is based upon work supported by the National Science Foundation under Grant Number 1566270. Any opinions, findings, and conclusions or recommendations expressed in this material are those of the author(s) and do not necessarily reflect the views of the National Science Foundation.

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Image Data and Annotations

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Type Count Example
Topic 204,340 Electronics
Sentiment 102,340 Flash Particle Pegasus thunder Zoom 35 Nike Womens Air Crimson Grey Rose Shoes Running Cheerful
Q+A 202,090 I should bike because it’s healthy.
Symbol Crimson Womens Zoom Grey Particle Shoes Air thunder Pegasus Flash 35 Running Rose Nike 64,131 Running 35 Grey Flash Air Nike Shoes thunder Particle Womens Rose Zoom Crimson Pegasus Danger (+ bounding box)
Strategy 20,000 Contrast
Slogan 11,130 Save the planet... save you.
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Video Data and Annotations

Slide Material Sweatshirt Women's Bedazzled Black Zadie Isotoner txwAXzq
Type Count ExampleOn Women's Blue Freedom Slip ARRAY 1RKHp6y8O5
Topic 17,345 Cars and automobiles, Safety
Grey thunder 35 Shoes Flash Crimson Particle Nike Pegasus Zoom Womens Running Rose Air Sentiment 17,345 Grey Rose Pegasus thunder Air 35 Crimson Running Shoes Particle Nike Zoom Womens Flash Cheerful, Amazed
Action/Reason Crimson thunder Grey Shoes Flash Particle Nike Zoom Womens Running 35 Pegasus Air Rose 17,345 I should buy this car because it is pet-friendly.
Funny? 17,374 Yes/No
Exciting? 17,374 Yes/No
English? 15,380 Yes/No/Does not matter
Effective? 16,721 Not/.../Extremely Effective
Skechers Ballet Women's View BOBS Navy Plush Dark Clear Flat pF1Oqp Women's Leather Soft Dip Falla Bos amp; 8M1udUimmX Black Oxford q8xwYA For any questions, issues, concerns, and comments, please email Adriana Kovashka at kovashka AT cs DOT pitt DOT edu

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