This report will look into the effectiveness of the use of facial recognition as a marketing tool in the present and future, as a means of accurately displaying adverts to their desired viewers whilst increasing their effectiveness and the potential to gauge reactions to give quantifiable figures related to brand awareness.
Facial recognition has been around in digital form since 1964 after Woody Bledsoe and his team, funded by an unnamed intelligence agency, began using computers to recognize "landmark" features on faces in photographs (Thorat, 2010).
Facial recognition has been used sparingly in advertisement due to its previously high cost, however the cost has recently dropped exponentially allowing smaller companies to employ this style
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For example Wells, Et al. (1998) defined advertising as “paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience" this remains partially true to this day however as the public has become more savvy to advertising new strategies must be adopted to continue to gain their attention (Campbell, 2011).
Facial recognition can be used to create interactive advertisements based on the immediate environment of the viewer, using technology to provide a custom, personalised experience (Fitzgerald, 1999).
The use of facial recognition extends beyond gathering details based on a face and storing/logging details, it can be used to gauge interest or for interactive adverts neither of which need to use any personal details but just the facial expression itself (Winkler,
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If companies are required to gather this information independently they will only be able to utilize this technology to a smaller reach, thus reducing effectiveness and return on capital employed.
The use of facial recognition is in almost all example cases not intended for the gathering and storing of details or anything that could be perceived to be sinister or wholly beneficial to the company, in fact in most cases it was used to inject humour into a dull place or to bring happiness to its viewers.
Newton (2015) noted that customers show preference to interactive adverts that benefit or appear to benefit the viewer rather than the company, if this was utilized with facial recognition technology to provide user benefits whilst promoting products such as stimulation or cost
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
It is easy to think of biometrics as the future science technology are always happened in some fictions, associated with solar car and clones together. In fact, it has long history that people understood the basic principle and application of the biometric. Thousands of years ago, the people of the Nile basin used the biometric in everyday transactions (such as scarring, skin tone, eye color, height, etc.) for identification. Of course, they had no any automatic electronic identification system, or computer network, but the principle is similar.
While communicating with another human being, one only has to examine the other’s face in order to comprehend what is being said on a much deeper level. It is said that up to 55 percent of a message’s meaning can be derived from facial expression (Subramani, 2010). These facial manipulations allow thoughts to be expressed in ways that are often difficult to articulate verbally, with the face demonstrating “the thoughts of the mind, and the feelings of the heart” (Singla). Many expressions are said to universal, particularly those showing happiness, sadness, fear, anger, disgust, and...
In the journal article When Familiarity Breeds Accuracy: Cultural Exposure and Facial Emotion Recognition by Hillary Anger Elfenbein and Nalini Ambady, they discuss an experiment where photographs of American and Chinese individuals showing different kind of facial expressions that outline their current state of emotion were presented to American and Chinese judges.
As you have probably read in my first paragraph you have found out that Madison Square Garden is secretly using facial recognition to scan the people who have attended their arena. Now, you might be wondering why Madison Square Garden would be using this technology, as this is what I exactly thought when I first saw this
A person’s face is tremendously expressive when it comes to emotions, a person’s face is able to display a numerous amount of emotions worth almost a thousand words. And unlike some forms of nonverbal communication, facial expressions are universal worldwide. Facial expressions for feelings anger, disgust, fear, joy, sadness, surprise and many more are the same all around the world.
Biometrics is described as the use of human physical features to verify identity and has been in use since the beginning of recorded history. Only recently, biometrics has been used in today’s high-tech society for the prevention of identity theft. In this paper, we will be understanding biometrics, exploring the history of biometrics, examples of today’s current technology and where biometrics are expected to go in the future.
In this century, there are too many new technologies such as cars, televisions, computers, video games; and many more are coming before we can catch up. As you can see, advertisers have their way to announce and present their advertising to make you want to tryout and want to own one of their products.
Biometrics-based authentication applications include workstation, network, and domain access, single sign-on, application logon, data protection, remote access to resources, transaction security and Web security (Campbell, 1995). Utilized alone or integrated with other technologies such as smart cards, encryption keys and digital signatures, biometrics are set to pervade nearly all aspects of the economy and our daily lives (Campbell, 1995). Among the features measured are; face, fingerprints, hand geometry, iris, and voice (Campbell, 1995).
When Maxwell Smart first whipped out his shoe phone in 1965, everyone saw an act of pure movie magic. Back in the mid to late 1900s everybody had the same idea of the future. Everyone pictured the future as talking robots (Siri), computerized pocket-sized dictionaries (smart-phones), hovering devices (drones), and much more. Today, everyone thinks of these technologies as commonalities. Most of these current devices have a valuable impact, while few create debatable issues. The company NGI has a system that will revolutionize the field of biometric facial recognition. In the article titled Embracing Big Brother: How Facial Recognition Could Help Fight Crime, author Jim Stenman says, "The mission is to reduce terrorist and criminal activity by improving and expanding biometric identification as well as criminal history information s...
[4] Borut Batagelj, (May 2006). Face recognition in different subspaces - A comparative study”, 6th International Workshop on Pattern Recognition in Information Systems, PRIS 2006 in conjunction with ICEIS 2006, Paphos, Cyprus.
The term biometrics is commonly known as the field of development of statistical and mathematical methods applicable to data analysis problems in the biological sciences. Though, even more recently it has taken on a whole new definition. Biometrics is an amazing new topic referring to “the emerging field of technology devoted to the identification of individuals using biological traits, based on retinal or iris scanning, fingerprints, or face recognition”. Biometrics has already begun using applications that range from attendance tracking with a time clock to security checkpoints with a large volume of people. The growing field of biometrics has really been put on the map by two things, the technological advances made within the last 20 years, and the growing risk of security and terrorism among people all over the world. In this paper I will focus on: the growing field of biometrics, why it is important to our future, how the United States government has played a role in its development and use, the risks involved, the implications on public privacy, and further recommendations received from all over the science and technology field.
Biometric technology is used for the ways humans can be identified by unique aspects of their bodies, such as fingerprints, body odor, our voices and many more. If one was to think about privacy rights, he/she would be concerned about the widespread adoption of these systems, since such systems could easily be used to develop a record of known rebellious people and/or dangerous criminals, to be used for social control purposes. Although that may seem pretty good and a positive thing for the society, one should take into account of the defects and errors of technology. Of the many biometrics technologies that are being developed and are already developed, facial recognition is one of the most threatening because it can be deployed secretly; one may not know whether or when they can be caught in a surveillance camera for such facial recognition biometrics. Additionally, tests have found that the miscalculations for facial biometrics technologies are very high. As a result, according to Privacy Rights Clearinghouse, innocent people can be erroneously identified as dangerous criminals and actual dangerous criminals and/or suspected terrorists can fail to be detected overall, allowing for a huge injustice and unfairness. Privacy rights concerned with biometrics have sparked a concern and should be dealt with; otherwise, this is just one of the
Biometrics can be used as a method of identification for accessing a computer, room, or anything where identity needs to be provided to access information or equipment. Some people resist biometrics because of the concerns in which their privacy will be invaded or they think technology is getting too intrusive on people personal lives. Biometrics is not flawless and does have some privacy related issues. There are mechanism that can be put in place which could mitigate these problems and concerns. Some biometrics may not meet due to undue resistance from potential users and may be recommended to the manager to use password-based access controls instead.
This feminist analysis will define computer-based innovations that are utilized to distort and objectify women’s faces within the context of patriarchal society. The advertisement entitled “Revlon Beyond Natural” is an example of this type of computer-generated imagery that idealizes and creates an artificial sense of perfection in woman’s facial features. For instance, actress Jessica Alba is shown posing with her chin pointed down into her neck in an alluring positioning of her head. Her head is titled to her left in order to show the effects of the Revlon makeup on her cheeks, forehead, and lips. Alba’s neck,