Featured Research

from universities, journals, and other organizations

Automated System Differentiates Between Marketing Speak And Personal Opinions On Websites

Date:
May 22, 2009
Source:
Inderscience Publishers
Summary:
A new automated system has been developed for distinguishing between marketing speak and personal opinions on Web sites.

How do you tell if a website you are browsing is a showing you a personal web page expressing the opinions of an individual or the marketing speak of a commercial site in disguise? Information engineers in India and Japan believe they have found an automatic way to discriminate between personal web pages and commercial pages designed to fool consumers.

Related Articles


Takahiro Hayashi of Niigata University, and colleagues, explain that their approach extracts subjective expressions from web pages. The system then scores them by degree of subjectivity and provides the reader with an indication of whether the website content expresses personal opinions or marketing speak about a product or service.

The team has evaluated the performance of their system using 1200 web pages collected from four categories: product, tourist spot, restaurant, and movie. They found that their method is much more effective in finding personal opinion pages than a general search engine, in all categories. Part of the reason for this is that search engines, such as Google, tend not to rank personal pages highly.

Personal homepages, personal blogs, web forum sites and smaller customer opinion sites are regarded as personal pages and generally don't appear high in the search engine results pages (SERPs). Finding genuine personal opinions surveys is much harder than finding commercially biased sites, the researchers explain.

Their system relies on the fact that marketing copywriters and advertisers tend not to report negative comments about a product or service. In contrast, the personal opinions of users of the product or service will be littered with both positive and negative comments depending on their standpoint.

In Japanese, subjective expressions in written language might be described as: expressions with a negative meaning, sentence-final particles, interjections, and specific symbols such as face marks (Kanji), which are equivalent to smilies in the West. There are of course, equivalent expressions in other languages, say the researchers.

These various types of expressions can be extracted from a webpage and fed into the researchers' algorithm, which determines a weighted and categorized ratio of negative to positive expressions. This provides the basic indicator of whether or not a page is commercial or personal automatically.

The obvious extension of this approach is to apply such an algorithm to the results of a search for a product or service carried out by a general search engine and so filter out the commercial from the personal and allow consumers to assess the wider opinions of the web community on that product.


Story Source:

The above story is based on materials provided by Inderscience Publishers. Note: Materials may be edited for content and length.


Journal Reference:

  1. Discrimination of personal web pages by extracting subjective expressions. Int. J. Business Intelligence and Data Mining, 2009, 4, 62-77

Cite This Page:

Inderscience Publishers. "Automated System Differentiates Between Marketing Speak And Personal Opinions On Websites." ScienceDaily. ScienceDaily, 22 May 2009. <www.sciencedaily.com/releases/2009/05/090521112713.htm>.
Inderscience Publishers. (2009, May 22). Automated System Differentiates Between Marketing Speak And Personal Opinions On Websites. ScienceDaily. Retrieved April 18, 2015 from www.sciencedaily.com/releases/2009/05/090521112713.htm
Inderscience Publishers. "Automated System Differentiates Between Marketing Speak And Personal Opinions On Websites." ScienceDaily. www.sciencedaily.com/releases/2009/05/090521112713.htm (accessed April 18, 2015).

Share This


More From ScienceDaily



More Computers & Math News

Saturday, April 18, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

WikiLeaks Refuses To Let Sony Hack Die, Posts Database

WikiLeaks Refuses To Let Sony Hack Die, Posts Database

Newsy (Apr. 17, 2015) WikiLeaks&apos; Julian Assange says the hacked emails and documents "belong in the public domain." Video provided by Newsy
Powered by NewsLook.com
Scientists Create Self-Powering Camera

Scientists Create Self-Powering Camera

Reuters - Innovations Video Online (Apr. 17, 2015) American scientists build a self-powering camera that captures images without using an external power source, allowing it to operate indefinitely in a well-lit environment. Elly Park reports. Video provided by Reuters
Powered by NewsLook.com
The State Of Virtual Reality

The State Of Virtual Reality

Newsy (Apr. 17, 2015) Virtual Reality is still a young industry. What’s on offer and what should we expect from our immersive new future? Video provided by Newsy
Powered by NewsLook.com
Cybercrime Could Cost $400 Bln

Cybercrime Could Cost $400 Bln

Reuters - Business Video Online (Apr. 16, 2015) Representatives from around 160 countries gather at the Hague to discuss cyber space and cyber security, including the dilemmas and challenges regarding the evolution of the internet. Ciara Lee reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Space & Time

Matter & Energy

Computers & Math

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins