CN106651430A - Objective advertisement design evaluation method based on visual attention mechanism - Google Patents

Abstract

The invention relates to an objective advertisement design evaluation method based on a visual attention mechanism. The method overcomes the shortcoming of too strong subjectivity of the traditional advertisement design evaluation method. The area of interest of the eye; according to the salient area in the print advertisement image, combined with the WTA competition mechanism and the prohibition return mechanism to generate attention focus, the obtained attention focus can reflect the salience strength of each salient area of the print advertisement; according to the print advertisement The salient area judges whether the advertising pre-expression information area attracts the attention of the advertising audience, and the generated attention focus can further show the visual appeal of each pre-expression information area in the advertising image. The invention makes full use of the salience detection algorithm to simulate the selective attention mechanism of the human visual system, provides an objective and scientific reference for advertisement design evaluation, and has extremely important application value in the field of advertisement marketing.

Description

An Objective Evaluation Method of Advertising Design Based on Visual Attention Mechanism

technical field

The present invention relates to an objective advertisement design evaluation method based on a visual attention mechanism. The present invention makes full use of image processing technology, provides an objective and scientific reference for advertisement design evaluation, and has extremely important application value in the field of advertisement marketing. In the field of image processing, it can be applied to the automatic evaluation of advertising design in advertising marketing.

Background technique

With the continuous development of society, consumers' consumption psychology is becoming more and more mature, information acquisition channels are becoming more and more diversified, and impulsive consumption gives way to rational consumption. While existing advertisements are guiding consumption, they are also shaping and beautifying product impressions and promoting corporate image. From the perspective of marketing theory, in the modern marketing model, advertising has become an indispensable and important means of brand image promotion. Therefore, it is the current trend of advertising marketing to evaluate the effect of advertising design. This research can strengthen the scientificity and rationality of advertising marketing; it can also make advertising design more targeted and achieve better results in actual advertising.

Although there is no special, systematic, and commonly used advertising design evaluation technology that can be directly used to evaluate advertising design effects, many advertising companies have been using their own unique methods to study and evaluate advertising effects. (form evaluation, visual element evaluation, brand effect evaluation), they adopted two different evaluation methods: one is to subjectively design questionnaires and evaluation indicators. Indicators: (1) intrusiveness: the ability to attract consumers to remember or think of an advertisement. (2) idea communication: analysis of the respondent's psychological reaction to an advertisement or the degree of understanding of the key points of sales. (3) persuasion: the ability to persuade to buy a product. Such methods are widely used. Most of the evaluation models are based on psychology, behavioral science and other disciplines, and the data results are easy to understand. However, in actual situations, the content of questionnaire surveys and evaluation indicators are too subjective and difficult to quantify. Scientific data analyzes and judges the pros and cons of advertising design effects. The second is to use auxiliary equipment such as eye trackers to record the number and frequency of the experimenters' gazes on the advertising interest areas, and analyze the degree of attraction of each advertising interest area to the advertising audience. Although such methods have quantitative scientific data and the data are intuitive and clear, in actual situations, wearing experimental equipment will make the experimenter feel uncomfortable, which will affect the experimental effect, and in some specific cases, the experimental equipment is not allowed to wear . To sum up, the research on the evaluation of advertising design still needs to be in-depth.

In recent years, the principles and research methods of psychology have been widely used in advertising design and effect evaluation. People judge the effect of advertising on consumer groups by measuring various psychological effects. Methods for measuring the psychological effects of advertising include cognitive measurement, memory measurement, gaze psychometric measurement, and opinion measurement. Gaze psychometry is a visual response measurement that examines which parts of an advertisement people first look at and which parts they turn their eyes to when watching an advertisement. If the viewer's eyes fixate on a certain part for a long time, the number of fixations is high, and the diameter of the pupil increases when watching the advertisement, then they are interested in this part of the advertisement, so that they can judge whether the intention of the advertisement maker has been realized and the expectation of the advertisement. Whether the target is attainable. Therefore, in gaze psychometry, researchers often use eye trackers to record the eye movement trajectories of viewers while watching advertisements, and analyze parameters such as fixation time, eye saccades, and pupil size. When viewing patterns, people tend to focus on the center of the object, and the horizontal range of the gaze area is larger than the vertical range. Compared with the upper part of the object center, people tend to focus on the lower part of the object center, and the gaze position affects the fixation time. In addition, most of the gaze points are concentrated on the regions of interest, and the amount of information contained in these regions is relatively large.

The visual attention mechanism is the core of the human visual cognitive system. Based on this mechanism, the human eye will always selectively focus on some of the most attractive content in the scene in order to process important information more quickly and effectively. information. In order to integrate and promote the attention mechanism into practical applications, scholars at home and abroad have proposed a saliency detection model, which simulates the visual attention mechanism by generating attention focus and saliency regions. In recent years, the research on saliency detection models has become increasingly mature, and the method of using various models to process different types of images or videos to achieve certain engineering purposes has gained widespread attention at home and abroad.

The visual psychometric theory has shown that most of the gaze points of people are concentrated on the area of interest when viewing patterns, and the salient area detection model proposed based on the visual attention mechanism is to simulate the selective attention of the human visual system. . Therefore, the combination of gaze psychometric theory and visual attention mechanism can objectively and scientifically evaluate the effect of advertising design.

Contents of the invention

The purpose of the present invention is to overcome the shortcomings of the existing evaluation methods for advertisement design, and propose a method for processing and evaluating print advertisements based on a salience detection model. This method does not involve subjective evaluation, and eliminates the strong subjectivity of the existing evaluation models. and other shortcomings. Achieving the technical solution of the object of the present invention comprises the following steps:

(1) Use the Itti saliency detection model to detect the saliency of the print advertisement image, obtain the saliency region in the image, and simulate the region of interest of the human eye;

(2) According to the advertisement information, manually mark the advertising pre-expression information area, and compare the salience area obtained in step 1 with the advertising pre-expression information area. If the two overlap, it means that the advertisement is attractive, and the design has initially reached the design the intent of the author;

(3) Combining the competition mechanism of WTA (Winner-take-all) and the prohibition of return mechanism, the salience strength of the salience area is sorted, the focus of attention is generated in order, and the eye movement trajectory diagram of the human eye focusing on the advertising image is simulated ;

(4) Count the order of attention focus and the number of times of attention focus that fall into the pre-expression information area of the advertisement. The higher the attention focus order and the more times, the greater the probability that this area is watched, and the more it can attract the attention of the advertising audience.

In step 1, the Itti saliency detection model first decomposes the color, brightness, and direction feature information of the input print advertisement image through a multi-channel multi-scale linear filter bank, and then uses the central peripheral difference method to generate corresponding features from different feature information Finally, the multi-feature map merging strategy is used to merge the different saliency maps generated to generate salient regions.

In step 3, use the WTA mechanism, based on the pyramid model of non-uniform sampling and multi-scale analysis, adopt the detection strategy from coarse to fine, find the regional maximum point in the saliency map in step 1, that is, the most salient part of the image , as a focus of attention, once the maximum value point is detected, using the prohibition return mechanism, the interest map receives an input whose spatial distribution is similar to the difference Gaussian function, the suppression center is located at the maximum value position, and the shield is centered on the maximum value point In the neighborhood of , the focus of attention can be shifted in descending order of maximum value.

The present invention has following technical effect:

1. The method is simple and easy to implement. The invention utilizes the saliency detection model algorithm to complete the judgment on the quality of the advertisement design, without the need for questionnaires or expensive instruments and equipment, and the method is simple and practical.

2. Good objectivity. The invention overcomes the shortcoming of too strong subjectivity of the existing advertisement design evaluation model, uses the machine vision theory and the characteristics of the human visual perception system to detect the significance of the plane advertisement image, and has scientific and quantitative basis.

3. Intuitive and easy to observe. According to the experimental processing results, the quality of the print advertisement design can be judged intuitively and significantly, without further data analysis.

Description of drawings

Fig. 1: the flow chart of evaluation method of the present invention;

Figure 2: Example of original ad image;

Figure 3: Advertising image pre-expression information area labeling;

Figure 4: Significance detection processing results;

Figure 5: Significance ranking processing results.

detailed description

The flow chart of the present invention is shown in Figure 1. First, the salience detection is carried out on the print advertisement image to obtain the salience region in the print advertisement image, and compare it with the pre-expression information region of the advertisement. If the two overlap, it means Ads are attractive; then combined with the WTA (Winner-take-all) competition mechanism and the prohibition of return mechanism, the salient areas are sorted, the focus of attention is generated in order, and the information that falls into the pre-expressed information area of the advertisement is counted. Pay attention to the order of focus and the number of times of focus. The higher the focus order and the more times, the greater the probability that this area will be watched, and the more it can attract the attention of the advertising audience. The specific implementation process of the technical solution of the present invention will be described below in conjunction with the accompanying drawings.

1. Significance detection;

The color, brightness, and direction feature information of the input print advertisement image are decomposed by a multi-channel multi-scale linear filter bank, and then the corresponding feature saliency map is generated from different feature information by using the central peripheral difference method. The difference value of the feature map becomes the feature map at the fine scale, and then performs point-to-point subtraction. The fine-scale feature map represents the central salient area, and the coarse-scale feature map represents the surrounding area.

Now define Θ as the central peripheral difference operator. In this model, the pixels belonging to scales 2, 3, 4 (c ∈ {2, 3, 4}) are called the central part, and the pixels belonging to the scale s = c + δ, δ The pixels of ∈ {3, 4} are called the peripheral part.

For the brightness feature image, the brightness feature map is obtained by calculating the difference between the center and the periphery:

I(c,s)=|I(c)ΘI(s)|

For the color feature image, first define four modulated color channels: R=r-(g+b)/2, G=g-(r+b)/2, B=b-(r+g)/2, Y=(r+g)/2-(r-g)/2-b, resulting in four Gaussian pyramids R(σ), G(σ), B(σ) and Y(σ). The color feature maps RG(c, s), BY(c, s) are defined as:

RG(c,s)=|(R(c)-G(c))Θ(G(s)-R(s))|

RY(c,s)=|(B(c)-Y(c))Θ(Y(s)-B(s))|

For the orientation feature image, first use the Gabor filter to extract the image orientation feature, and calculate the directional Gabor pyramid O(σ, θ) for the brightness image I(σ), θ∈{0, π/4, π/2, 3π /4}. θ is the default four directions, and the direction feature map O(c, s, θ) is defined as:

O(c,s,θ)=|O(c,θ)ΘI(s,θ)|

The final interest map is obtained by merging the saliency maps of the above-mentioned brightness, color, and orientation features. At this time, the saliency region in the print advertisement image can be intuitively seen.

2. Initial evaluation based on the salient area;

In the process of visual perception, the human eye first focuses on a certain visual fixation point in the image scene, and then the visual system further analyzes and processes the information near the visual fixation point to obtain information about salient areas and salient objects. Therefore, when the pre-expressed information area overlaps with the salient area in the print advertisement image, it can attract consumers' attention.

First, according to the advertising information, manually mark the pre-expression information area in each print advertisement image, and compare it with the salient area generated in step 2. If the two types of areas overlap, it indicates the design content of the print advertisement Can convey information effectively.

3. Significance ranking based on WTA competition mechanism;

Using the WTA mechanism to build a pyramid model based on non-uniform sampling and multi-scale analysis, using a detection strategy from coarse to fine, the Winner detected in the WTA mechanism is the focus of attention with the highest degree of significance, and the shift of attention focus is also Transferred according to the successive decrease of the maximum value in the saliency map.

Since in the WTA mechanism, the focus of attention with the highest degree of salience will always be Winner, the focus will not be transferred. Combined with the prohibition return mechanism, once the Winner is generated, the saliency map will receive an input with a spatial distribution similar to the difference Gaussian function, the suppression center will be at the position of the Winner, the neighborhood centered on the Winner will be shielded, and the focus of attention will be shifted to the next An extreme point, the strength of the final significant region can be arranged in order.

4. In-depth assessment based on focus of attention;

According to the evaluation theory of visual elements of advertising design, it is examined which parts of the advertisements consumers first pay attention to and which parts they shift their eyes to. If consumers watch a certain part of the advertisement in the first order, for a long time, and for a large number of times, then they are interested in this part of the advertisement, so that they can judge whether the intention of the advertisement maker has been realized. Whether the expected goal can be achieved.

According to the above-mentioned evaluation theory, first manually mark the pre-expression information area in the print advertisement image, and compare it with the ranking of the salient areas obtained in step 4, and then evaluate the advertising design according to the attention order and number of pre-expression information areas. Judging the advantages and disadvantages, pay attention to the higher the focus order and the more times, it means that the probability of this area being watched is greater, which can attract the attention of the advertising audience, and thus better achieve the intention of the advertising producer.

To sum up, the present invention makes full use of the salience detection model in the visual attention mechanism, combines the advertising design evaluation theory, realizes the objective judgment of the quality of the advertising design, and provides a scientific and effective auxiliary method for the evaluation of the advertising design.

Claims (4)

1. a kind of advertisement design method for objectively evaluating of view-based access control model attention mechanism, comprises the following steps：

Step 1：Using Itti conspicuousness detection models, conspicuousness detection is carried out to billboard image, obtain aobvious in image Work property region, simulates the area-of-interest of human eye；

Step 2：According to advertising message, information area is expressed in advance in manually mark advertisement, the salient region that step 1 is obtained with it is wide Accuse pre- expression information area to be contrasted；

Step 3：With reference to WTA competition mechanisms and return mechanisms are forbidden, salient region is ranked up according to conspicuousness power, is pressed Sequence generates focus-of-attention, simulates the eye movement figure that human eye pays close attention to advertising image；

Step 4：With the focus-of-attention order and the item data index of focus-of-attention number of times two that fall into advertisement and express in advance information area, Good and bad judge is carried out to advertisement design content.

2. the evaluation method of view-based access control model attention mechanism according to claim 1, it is characterised in that in step (1), Itti Conspicuousness detection model obtains brightness, color, court with the visual signature in central peripheral difference operator Calculation Plane advertising image To characteristic remarkable picture, the salient region in final synthesis billboard image.

3. the evaluation method of view-based access control model attention mechanism according to claim 1, it is characterised in that in step (2), will be real Test the salient region for obtaining and express information area in advance with advertisement and contrasted, whether have lap by the two, judge to disappear Whether the person of expense is consistent with the intention of commercial producer to the area-of-interest of ad content.

4. the evaluation method of view-based access control model attention mechanism according to claim 1, it is characterised in that in step (4), according to Advertisement design visible elements evaluation theory, by statistics focus-of-attention order and attention Jiao that information area is expressed in advance in advertisement are fallen into Point number of times, shows that consumer's eyes when advertisement is watched watch order and fixation times attentively to advertisement local, judges consumer Point-of-interest to ad content, so as to whether the intention for judging commercial producer is realized, whether the target of advertisement may Reach.