"Talent, Skill and Support." A Method for Automatic Creation of Slogans

Slogans are an effective way to convey a marketing message. In this paper, we present a method for automatically creating slogans, aimed to facilitate a human slogan designer in her creative process. By taking a target concept (e.g. a computer) and an adjectival property (e.g. creative) as input, the proposed method produces a list of diverse expressions optimizing multiple objectives such as semantic relatedness, language correctness, and usage of rhetorical devices. A key component in the process is a novel method for generating nominal metaphors based on a metaphor interpretation model. Using the generated metaphors, the method builds semantic spaces related to the objectives. It extracts skeletons from existing slogans, and finally fills them in, traversing the semantic spaces, using the genetic algorithm to reach interesting solutions (e.g. “Talent, Skill and Support.”). We evaluate both the metaphor generation method and the overall slogan creation method by running two crowdsourced questionnaires.