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日本智能广告牌“看人下菜碟”[文章来自:考试与评价 !s?N&z& ==\{7|{]
Advertising billboards use facial recognition to target shoppers[文章版权 禁止转载:考试与评价 ,+HZ?;eDi,dq$\`?�XFroG]
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日本某电器巨头公司新近研发了一种智能广告牌，能够通过面部识别技术分辨路人的性别和年龄，然后“投其所好”播放不同类型的广告内容，比如，看到女性就会播放香水广告等。据悉，这种智能广告牌目前正在日本的一些购物中心试运行，不过尚未引起太大反响，该公司还计划将其推广到国外市场。不过有隐私保护人士明确指出并不欢迎这样的技术，称没有人会喜欢被广告牌观察和分析。研发方则表示智能广告牌并不保存任何人的图像资料，只会保存对图像的分析数据，并不涉及到个人隐私。
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In Steven Spielberg's sci-fi film Minority Report, an interactive ad shouts to Tom Cruise's character "John Anderton, you could use a Guinness!" – having identified him by scanning his iris. In Japan, sci-fi prophecy is now becoming reality, with the first digital billboards tailored to passing shoppers tried out in malls.
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Produced by the electronics giant NEC, the ad signage uses facial recognition software and can identify the shopper's gender (with 85-90% accuracy), ethnicity and approximate age. With obvious attractions for marketers, they can then be targeted with ads for appropriate products – perfumes for women, for example.
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Still in the future for now are individual-specific ads as in Minority Report, but the potential is there for the software to measure the distance between features – a distinctive aspect of our face that does not change with disguises or even surgery – and then find a match on a database in less than a second. The ad panels have so far caused little concern in Japan, where there is less sensitivity to big business keeping tabs on citizens; but NEC now plans to introduce them abroad, and western consumers may be more resistant.
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"We don't expect the billboard to look back at us, but that is exactly what is happening now," says Marc Rotenberg, the director of the Electronic Privacy Information Center (Epic), a Washington DC-based research centre that aims to protect privacy. "Companies are increasingly impatient to get to us, and once these practices are commonplace it will be hard to reverse them."
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But NEC insists there is little to fear: "As our system does not store any images – it stores only the analysed results [viewers' age and sex] based on those images – we feel there is no privacy issue."
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Along with Blade Runner-style 3D ads, Tokyo now also boasts a camera-equipped vending machine that suggests drinks to consumers according to their age and gender. Weather conditions and the temperature are taken into account too.
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