Effective Slogan Generation with Noise Perturbation

Abstract

Slogans play a crucial role in building the brand’s identity of the firm. A slogan is expected to reflect firm’s mission/vision and the brand’s value propositions in memorable and likeable ways. Automating the generation of slogans with such characteristics is challenging. Previous studies developed and tested slogan generation with syntactic control and summarization models which lack distinctive generation. We introduce a novel approach of generating slogans utilizing pre-trained transformer T5 model and apply noise perturbation to the input embeddings, as a contributing factor in generating distinctive and cohered slogans. Furthermore, the proposed approach incorporates descriptions about the firm and target brand into the generation of slogans. We evaluate generated slogans based on ROUGE-1, ROUGE-L and Cosine Similarity metrics and also assess them with human subjects in terms of slogan’s distinctiveness, coherence, and fluency. The results demonstrate that our approach perturbing the embedding layer with Gaussian noise, yields better performance than baseline models and other transformer-based models.