United States

Writing an ad text that attracts people and persuades them to click or act is essential for the success of search engine advertising. Therefore, ad creators must consider various aspects of advertising appeals (A3) such as the price, product features, and quality. However, products and services exhibit unique effective A3 for different industries. In this work, we focus on exploring the effective A3 for different industries with the aim of assisting the ad creation process. To this end, we created a dataset of advertising appeals and used an existing model that detects various aspects for ad texts. Our experiments demonstrated that different industries have their own effective A3 and that the identification of the A3 contributes to the estimation of advertising performance.

NAACL 2022

Aspect-based Analysis of Advertising Appeals for Search Engine Advertising

advertising appeals

aspect-based text analysis

search engine advertising

## Welcome to NAACL 2022!
The Annual Meeting of the North American Chapter of the Association for Computational Linguistics (NAACL) is taking place July 10-15, 2022 as a hybrid event, in Seattle, WA and online. We are happy to welcome all of you to conference! 
 
The main conference program features oral presentations, in-person and virtual posters and demo sessions, a plenary session for our best paper presentations and awards, keynote presentations, a plenary panel on the place of linguistics and symbolic structures in NLP, and an Industrial Track panel on Careers in NLP.
 
Posters (including Findings of NAACL 2022) and demos are grouped by areas for both the in-person and the virtual sessions. For the virtual component, the talks will be on Zoom and the posters and the demos will be in GatherTown. The Student Research Workshop and will have an oral session and a poster session.
 
The program also features 6 Tutorials and 26 Workshops.
 
 We wish you a wonderful conference!
 
[The NAACL 2022 Organizing Committee](https://2022.naacl.org/committees/organization/)

2022 Annual Conference of the North American Chapter of the Association for Computational Linguistics

technical paper

In this paper, we consider mimicking fictional characters as a promising direction for building engaging conversation models. To this end, we present a new practical task where only a few utterances of each fictional character are available to generate responses mimicking them. Furthermore, we propose a new method named Pseudo Dialog Prompting (PDP) that generates responses by leveraging the power of large-scale language models with prompts containing the target character's utterances. To better reflect the style of the character, PDP builds the prompts in the form of dialog that includes the character's utterances as dialog history. Since only utterances of the characters are available in the proposed task, PDP matches each utterance with an appropriate pseudo-context from a predefined set of context candidates using a retrieval model. Through human and automatic evaluation, we show that PDP generates responses that better reflect the style of fictional characters than baseline methods.

Meet Your Favorite Character: Open-domain Chatbot Mimicking Fictional Characters with only a Few Utterances

Incomplete utterance rewriting has recently raised wide attention. However, previous works do not consider the semantic structural information between incomplete utterance and rewritten utterance or model the semantic structure implicitly and insufficiently. To address this problem, we propose a QUEry-Enhanced Network(QUEEN) to solve this problem. Firstly, our proposed query template explicitly brings guided semantic structural knowledge between the incomplete utterance and the rewritten utterance making model perceive where to refer back to or recover omitted tokens. Then, we adopt a fast and effective edit operation scoring network to model the relation between two tokens. Benefiting from extra information and the well-designed network, QUEEN achieves state-of-the-art performance on several public datasets. 

Mining Clues from Incomplete Utterance: A Query-enhanced Network for Incomplete Utterance Rewriting

As an essential component of task-oriented dialogue systems, slot filling requires enormous labeled training data in a certain domain. However, in most cases, there is little or no target domain training data is available in the training stage. Thus, cross-domain slot filling has to cope with the data scarcity problem by zero/few-shot learning. Previous researches on zero/few-shot cross-domain slot filling focus on slot descriptions and examples while ignoring the slot type ambiguity and example ambiguity issues. To address these problems, we propose Abundant Information Slot Filling Generator (AISFG), a generative model with a novel query template that incorporates domain descriptions, slot descriptions, and examples with context. Experimental results show that our model outperforms state-of-the-art approaches in zero/few-shot slot filling task.

AISFG: Abundant Information Slot Filling Generator

Detecting Out-of-Domain (OOD) or unknown intents from user queries is essential in a task-oriented dialog system. A key challenge of OOD detection is the overconfidence of neural models. In this paper, we comprehensively analyze overconfidence and classify it into two perspectives: over-confident OOD and in-domain (IND). Then according to intrinsic reasons, we respectively propose a novel reassigned contrastive learning (RCL) to discriminate IND intents for over-confident OOD and an adaptive class-dependent local threshold mechanism to separate similar IND and OOD intents for over-confident IND. Experiments and analyses show the effectiveness of our proposed method for both aspects of overconfidence issues.

Revisit Overconfidence for OOD Detection: Reassigned Contrastive Learning with Adaptive Class-dependent Threshold

Recent open-domain dialogue models have brought numerous breakthroughs. However, building a chat system is not scalable since it often requires a considerable volume of human-human dialogue data, especially when enforcing features such as persona, style, or safety. In this work, we study the challenge of imposing roles on open-domain dialogue systems, with the goal of making the systems maintain consistent roles while conversing naturally with humans. To accomplish this, the system must satisfy a role specification that includes certain conditions on the stated features as well as a system policy on whether or not certain types of utterances are allowed. For this, we propose an efficient data collection framework leveraging in-context few-shot learning of large-scale language models for building role-satisfying dialogue dataset from scratch. We then compare various architectures for open-domain dialogue systems in terms of meeting role specifications while maintaining conversational abilities. Automatic and human evaluations show that our models return few out-of-bounds utterances, keeping competitive performance on general metrics. We release a Korean dialogue dataset we built for further research.

Building a Role Specified Open-Domain Dialogue System Leveraging Large-Scale Language Models

Supervised training with cross-entropy loss implicitly forces models to produce probability distributions that follow a discrete delta distribution. Model predictions in test time are expected to be similar to delta distributions if the classifier determines the class of an input correctly. 
However, the shape of the predicted probability distribution can become similar to the uniform distribution when the model cannot infer properly. We exploit this observation for detecting out-of-scope (OOS) utterances in conversational systems. Specifically, we propose a zero-shot post-processing step, called Distance-to-Uniform (D2U), exploiting not only the classification confidence score, but the shape of the entire output distribution. We later combine it with a learning procedure that uses D2U for loss calculation in the supervised setup. We conduct experiments using six publicly available datasets. Experimental results show that the performance of OOS detection is improved with our post-processing when there is no OOS training data, as well as with D2U learning procedure when OOS training data is available.

D2U: Distance-to-Uniform Learning for Out-of-Scope Detection

Although many pretrained models exist for text or images, there have been relatively fewer attempts to train representations specifically for dialog understanding. Prior works usually relied on finetuned representations based on generic text representation models like BERT or GPT-2. But such language modeling pretraining objectives do not take the structural information of conversational text into consideration. Although generative dialog models can learn structural features too, we argue that the structure-unaware word-by-word generation is not suitable for effective conversation modeling. We empirically demonstrate that such representations do not perform consistently across various dialog understanding tasks. Hence, we propose a structure-aware Mutual Information based loss-function DMI (Discourse Mutual Information) for training dialog-representation models, that additionally captures the inherent uncertainty in response prediction. Extensive evaluation on nine diverse dialog modeling tasks shows that our proposed DMI-based models outperform strong baselines by significant margins.

Representation Learning for Conversational Data using Discourse Mutual Information Maximization

In empathetic conversations, humans express their empathy to others with empathetic intents. However, most existing empathetic conversational methods suffer from a lack of empathetic intents, which leads to monotonous empathy. To address the bias of the empathetic intents distribution between empathetic dialogue models and humans, we propose a novel model to generate empathetic responses with human-consistent empathetic intents, EmpHi for short. Precisely, EmpHi learns the distribution of potential empathetic intents with a discrete latent variable, then combines both implicit and explicit intent representation to generate responses with various empathetic intents. Experiments show that EmpHi outperforms state-of-the-art models in terms of empathy, relevance, and diversity on both automatic and human evaluation. Moreover, the case studies demonstrate the high interpretability and outstanding performance of our model.

EmpHi: Generating Empathetic Responses with Human-like Intents

A repetition is a response that repeats words in the previous speaker's utterance in a dialogue. Repetitions are essential in communication to build trust with others, as investigated in linguistic studies. In this work, we focus on repetition generation. To the best of our knowledge, this is the first neural approach to address repetition generation. We propose Weighted Label Smoothing, a smoothing method for explicitly learning which words to repeat during fine-tuning, and a repetition scoring method that can output more appropriate repetitions during decoding. We conducted automatic and human evaluations involving applying these methods to the pre-trained language model T5 for generating repetitions. The experimental results indicate that our methods outperformed baselines in both evaluations.

Aspect-based Analysis of Advertising Appeals for Search Engine Advertising

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Meet Your Favorite Character: Open-domain Chatbot Mimicking Fictional Characters with only a Few Utterances

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CoSe-Co: Text Conditioned Generative CommonSense Contextualizer

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Aspect-based Analysis of Advertising Appeals for Search Engine Advertising

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Next from NAACL 2022

Meet Your Favorite Character: Open-domain Chatbot Mimicking Fictional Characters with only a Few Utterances

Similar lecture

CoSe-Co: Text Conditioned Generative CommonSense Contextualizer

Stay up to date with the latest Underline news!

PRESENTATIONS

CONFERENCES

COMPANY

RESOURCES

Downloads