Iteration,Dimension Upgrading,and Trust Building:ChatGPT's Transfor-mation of Interactive Advertising Communication
The interactivity of advertising communication refers to the concept of the interaction and level of participation be-tween advertising and the audience.This interactivity can be measured through three dimensions:personalization,cyclicity,and situational awareness.Personalized interaction refers to the ability of advertisements to be customized according to the specific needs and preferences of the audience.Recurrent interaction refers to the continuous interaction and feedback between advertise-ments and audiences to form a continuous communication relationship.Contextual interaction emphasizes the correlation and in-teraction between advertising and the audience in specific scenes or environments.The emergence of ChatGPT has promoted the continuous iterative development of interactive advertising communication in terms of personalization,circularity,and situational awareness.ChatGPT has strong content generation and human-computer interaction capabilities,which can promote the iteration of advertising interactivity in three dimensions:personalization,circularity,and situational awareness through efficient produc-tion of adaptive content,timely response to consumer needs,and innovative forms of advertising communication interaction.At the same time,ChatGPT utilizes the GPT model structure,contextual memory,large-scale training,and fine-tuning mechanism to engage in free dialogue and interaction,and generate coherent and reasonable responses,promoting the interactivity of advertis-ing communication to present the characteristics of"emotional and logical integration,responsive,and immersive",thereby achieving the enhancement of advertising interactivity.However,ChatGPT also brings risks such as ethical misconduct,covert manipulation,and privacy infringement in advertising.To address these risks,it is necessary to enhance human-machine collab-oration capabilities and balance business interests with social responsibility.In addition,it is necessary to carry out joint gover-nance in various aspects such as industry,technology,and law to establish a trust foundation for advertising communication inter-action.Only in this way can we build a consumer centered advertising communication ecosystem.
NETL
NSTL
万方数据
维普
