Previous work in slogan generation focused on generating novel slogans by utilising templates mined from real slogans. While some such slogans can be catchy, they are often not coherent with the company's focus or style across their marketing communications because the templates are mined from other companies' slogans. We propose a sequence-to-sequence transformer model to generate slogans from a brief company description. A naive sequence-to-sequence model fine-tuned for slogan generation is prone to introducing false information, especially unrelated company names appearing in the training data. We use delexicalisation to address this problem and improve the generated slogans' quality by a large margin. Furthermore, we apply two simple but effective approaches to generate more diverse slogans. Firstly, we train a slogan generator conditioned on the industry. During inference time, by changing the industry, we can obtain different "flavours" of slogans. Secondly, instead of using only the company description as the input sequence, we sample random paragraphs from the company's website. Surprisingly, the model can generate meaningful slogans, even if the input sequence does not resemble a company description. We validate the effectiveness of the proposed method with both quantitative evaluation and qualitative evaluation. Our best model achieved a ROUGE-1/-2/-L F1 score of 53.13/33.30/46.49. Besides, human evaluators assigned the generated slogans an average score of 3.39 on a scale of 1-5, indicating the system can generate plausible slogans with a quality close to human-written ones (average score 3.55).
翻译:先前的口号制作工作侧重于通过使用从真正的口号中提取的模板来生成新口号。虽然有些口号可能与公司在营销通信中的重点或风格不相符合,但往往与公司的重点或风格不一致,因为模板是从其他公司的口号中提取的。我们提出一个顺序到顺序的变压器模型,从一个简短的公司描述中产生口号。一个天真的顺序到顺序的微调模式,为口号制作而精心调整,容易引入虚假信息,特别是培训数据中出现的不相关的公司名称。我们使用灵活化来解决这一问题,并大幅提高所生成的口号的质量。此外,我们采用两种简单但有效的方法来产生更多样化的口号。首先,我们培训一个由其他公司口号组成的口号设计者。在推论期间,通过改变行业描述,我们可以得到不同的口号“快感”。第二,而不是仅仅使用公司描述作为输入序列的随机段落,我们从公司网站上抽取的段落。我们感到,模型可以产生有意义的口号口号,即使输入的顺序不近,即使输入的顺序与公司质量的顺序不及公司质量的顺序不相像公司描述一样。 我们验证了53/GEA的评标值的评分的比值。我们标定的比值的比值, 。