Deepfakes: perspectives on the future “reality” of advertising and branding
Deepfakes: perspectives on the future “reality” of advertising and branding
复制标题
Deepfakes：对广告和品牌未来“现实”的看法
DOI：
10.1080/02650487.2020.1834211
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发表时间：
2020
影响因子：
6.7
通讯作者：
Kirk Plangger
中科院分区：
文献类型：
--
作者：
Jan H. Kietzmann;Adam J. Mills;Kirk Plangger
摘要Deepfakes是带有虚假内容的真实的视频。利用人工智能技术来识别声音和相似性，Deepfake可以毫不夸张地将某人的话放在其他人的嘴里。Deepfake在大众媒体和社交媒体上呈爆炸式增长，这些媒体正在狂热地试图管理其平台上具有潜在欺骗性真实性的内容的扩散。本文介绍了什么是deepfakes，它们是如何工作的，以及deepfakes对广告的潜在影响。我们提供了一个概念模型，在消费者消费和文化影响的整体背景下探索deepfakes对广告实践的影响，以探索deepfakes如何影响广告的三个视角维度-不仅是有形广告本身，而且消费者如何看待这些广告以及广告创建和消费的更大社会文化背景。Deepfakes对广告商既有威胁也有机会，我们利用这个概念模型来强调几个值得进一步调查的关键实践领域。
Abstract Deepfakes are real videos with fake content. Leveraging artificial intelligence technologies to superimpose voices and likenesses, deepfakes can, quite literally, put someone’s words in anyone else’s mouth. Deepfakes are exploding across mass and social media, and these outlets are feverously trying to manage the proliferation of content with potentially deceitful authenticity on their platforms. This paper introduces what deepfakes are, how they work, and the potential for deepfakes’ influence on advertising. We provide a conceptual model that explores the influence of deepfakes on advertising practice in a holistic context of consumer consumption and cultural influence to explore how deepfakes influence three perspective dimensions of advertising – not only the tangible ads themselves, but also how consumers perceive those ads and the greater sociocultural context in which the ads are created and consumed. Deepfakes present both threats to and opportunities for advertisers, and we leverage this conceptual model to highlight several critical areas of practice that warrant further investigation.