用视觉激发感官体验，提升广告说服力。
Sense it with your eyes: Sensation Generation and Understanding for Advertisements
- 构建首个感官广告数据集，定义感知分类任务。
- 提出自动评估指标SenseScore，与人工判断高度一致。
- 设计多智能体框架SAGA，生成更贴合感官的广告图。
感官广告通过视觉线索激发人类感官，使受众在心理上模拟体验，从而增强说服力。尽管人工智能在生成和理解创意内容方面取得进展，但广告如何通过视觉引发感官体验仍缺乏研究。本文首次系统研究感官广告的理解、评估与生成。我们构建了Sensory Ad数据集，定义了感知分类任务（SenseClass）以评估大语言模型和多模态大模型性能。进一步提出SenseScore，一种自动化评估指标，在感官唤起效果上与人工判断高度一致。最后，我们提出感官广告生成任务（SenseGen）并设计SAGA多智能体框架，有效提升图像与信息的对齐度、感官唤起能力及说服力。本工作为面向感官的视觉说服奠定了基础。
原文摘要 · Abstract (English)
Sensory advertising evokes human senses through visual cues, enabling audiences to mentally simulate experiences and increasing persuasive impact. Despite the recent increase in using AI in generating and understanding creative and persuasive content, how advertisements visually evoke sensations remains largely unexplored. In this work, we introduce the first study of understanding, evaluating, and generating sensory ads. We introduce the Sensory Ad dataset, and define sensation classification tasks (SenseClass) to benchmark LLMs and MLLMs. We further propose SenseScore, an automated evaluation metric for sensation evocation achieving strong agreement with human judgments. Finally, we introduce the Sensory Ad Generation (SenseGen) task and propose SAGA, a multi-agent framework that improves message image alignment, sensory evocation, and persuasion. Our work establishes a foundation for sensory-aware visual persuasion.
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