They also published this one.

他們還發布了這個

And this one.

還有這個

For this one campaign, Toyota released 83 different versions of the same ad, and every

光是這一個企劃，Toyota 一共釋出了 83 個版本的同產品廣告

version targeted different users -- not based on their gender or their age, their political

每一個版本都是針對不同的使用者，而這些不是依據他們的性別或是年齡、政治傾向、

affiliation or their location.

黨派或是地區來做區分

The ads targeted users' emotional states through their emojis.

而是透過了解使用者所用的表情符號、針對他們的情緒狀態推出合適的廣告

A targeted ad is where a company shows their ads to only certain kinds of people, certain

定位廣告是指企業只將廣告秀給特定的某些族群

people who are more likely to buy their products or like their message.

這些特定族群可能會比較有購買這些產品的意願或是會比較喜歡這些資訊

That's why as someone who creates videos just like this one, I see ads for Adobe's

也就是為什麼像我這種時常製作像這類影片的人，就會常常在

video-making products in my Facebook feed.

我的 Facebook 動態上看到 Adobe 的影片製作軟體的廣告

But in 2016, Twitter began giving advertisers access to emoji data like who is posting what

但是在 2016 年，推特開始開放廣告商取得表情符號的資料，諸如誰在哪裡發佈了什麼

and when and which emojis are the most popular.

還有哪些表情符號是最熱門的

That is totally unique compared to advertising before this.

這相較於過往的廣告行銷來說實在是非常特別

Emojis have an emotional context paired with them and that lets advertisers better gauge

表情符號包含了情緒意義，這讓廣告商更能夠

the feelings expressed in people's tweets.

量化人們推文時所表達的情緒

With emoji targeting, every highly tailored ad would be triggered by the emojis a user

能夠針對表情符號的話，所有特別訂做的廣告都會即時的根據使用者所使用的表情符號

would post, in real time.

而出現在他們面前

Tweet a pizza emoji and Domino's would reply with a coupon.

用了披薩的表情符號後，達美樂的優惠廣告就會回文出現

Tweet any emoji at Google and get a handy link for the top search results on their platform.

對 Google 推文任何表情符號，就能夠得到他們平台上相關的熱門搜尋結果的連結

Tweeted a heart eye emoji today?

今天用了愛心眼睛的表情符號來推文？

Well, Toyota might determine that you're feeling positive and serve you this ad while you're

Toyota 也許就會認為你今天心情不錯而在你心情好的狀況下

in that feel good mood.

給你看這則廣告

Some emojis are pretty obvious right.

有些表情符號滿明顯的對吧

Smiley face, I'm happy.

笑臉，代表我很開心

Frowny face, I'm sad.

皺眉，代表我很難過

But you know there's a bunch of emoji which are much more -- the line's much more fine

但是還有很多表情符號是...他們所代表的當時的情緒

between what that person is actually feeling or thinking at the time.

和想表達的東西是很模糊的

For those emojis that express more ambiguous emotions, advertisers can use artificial intelligence

對於那些表達出很曖昧不明的情緒的表情符號，廣告商可以利用人工智慧

to predict if an emotion is used in a positive negative or neutral context.

去推斷這裡所表達的情緒是正面、反面或是中立的

Let's look at Toyota again.

我們再來看一次 Toyota

In January of 2017, Donald Trump tweeted a major criticism of the company for planning

2017 年一月時，川普發佈了一則強烈批評該公司

to build a plant in Mexico.

在墨西哥建廠的打算的推文

After that tweet was posted, the number of social media posts about the automaker spiked.

在那則貼文發佈之後，關於這家汽車製造公司的貼文就在社群網站上暴增了

But if you look at this chart, you can see how people felt about Toyota not just how

但是如果看到這個圖表，你不只能看到有多少人在談論這件事

much they talked about it.

更能發現人們對於這件事的感受如何

Right after Trump's comments, the percent of negative posts spiked when compared to

就在川普的發文後，相較於先前正向的貼文

positive posts about the company.

關於這個公司的負面貼文的百分比降到了谷底

For an advertiser, knowing how people are feeling is immensely valuable, and they can

對於廣告商來說，了解人們的感受是非常有價值的

target consumers with positive feelings and avoid those with more negative ones.

他們能夠針對有正向感受的消費者，而避開其他有負面感受的

Emojis are just one more tool for advertisers to assess people's emotions.

表情符號只是另一種攘廣告商去評估人們情緒的工具

The idea is that if the advertisers are using it effectively we're going to see more relevant ads.

照理說如果廣告商運用得當的話，我們就能夠看到更多與我們相關的廣告

But regardless of how relevant those ads are, the process is never going to be

但是不管這些廣告與我們有多相關，中間的操作過程永遠都不會是

fully transparent.

完全公開透明的

As a consumer it's difficult if not almost impossible to tell what information a marketer

作為一個消費者，我們很難、甚至不可能知道廣告商是用了什麼資訊

is using to target you.

來針對我們

Most advertisers argue that tracking the emojis you use is no different than tracking the

大部分廣告商表示，追蹤你所使用的表情符號跟追蹤你在 Google 上打的關鍵字根本沒有差別

keywords you use on Google, because you volunteered that information publicly.

因為那些都是你自願公開的資訊

You shared that data freely with a free website that is ad supported, you should be able to

你自願將這些資料分享給一個免費的、由廣告支持的網站

understand that the same type of thing is going to happen on a social media platform.

你應該要了解相同的事情會發生在社群平台上

But consumer advocacy groups disagree.

但是消費者權益倡導團體不這麼認為

They argue that advertising to people based on a psychological profile of their

他們認為根據人們的情緒來描繪心理狀況並進一步行銷

emotions is intrusive.

是過於侵入的

About half of Americans share a similar skepticism, many of whom aren't

將近半數的美國人也抱持著相同的疑慮，其中有許多人

confident that social media sites actually protect their data.

沒有信心這些社群網站能夠真的保護好他們的資料

And emojis are part of that data.

而表情符號正是這些資料的一部分

For all the privacy concerns, emoji advertising is still in its infancy and though it only

面對諸多隱私的疑慮，表情符號行銷仍然還在非常初期的階段

exists right now on Twitter, it wouldn't be a far leap to see multiple platforms offer

雖然現在只有在推特上執行，但是應該在不久後的未來就能看到

a similar service in the future.

更多平台都提供相同的服務

And in the best case, we may get ads that give you immediate and valuable information.

而最好的狀況是，我們也許能夠從廣告中得到對我們最即時、最有幫助的資訊

Maybe you'll post an eggplant emoji and Durex will send you a condom emoji with 10 percent

也許在你使用茄子的表情符號後，杜雷斯就會傳一個保險套的表情符號給你

off your next purchase.

並且附上折價 10 美分的優惠卷

Or if you don't like your emoji data being used, maybe you just don't use emojis.

或是如果你不喜歡你的表情符號資料被使用的話，也許根本就不要使用表情符號了

Yeah, right.

最好是啦