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2011 Awards for Excellence
Article Type: 2011 Awards for Excellence From: Aslib Proceedings: New Information Perspectives, Volume 64, Issue 2
The following article was selected for this year's Outstanding Paper Award for Aslib Proceedings
"Semantic targeting: past, present, and future''
David CrystalDepartment of Linguistics, University of Bangor, Bangor, UK
Purpose -- This paper seeks to explicate the notion of ``semantics'', especially as it is being used in the context of the internet in general and advertising in particular.Design/methodology/approach -- The conception of semantics as it evolved within linguistics is placed in its historical context. In the field of online advertising, it shows the limitations of keyword-based approaches and those where a limited amount of context is taken into account (contextual advertising). A more sophisticated notion of semantic targeting is explained, in which the whole page is taken into account in arriving at a semantic categorization. This is achieved through a combination of lexicological analysis and a purpose-built semantic taxonomy.Findings -- The combination of a lexical analysis (derived from a dictionary) and a taxonomy (derived from a general encyclopedia, and subsequently refined) resulted in the construction of a ``sense engine'', which was then applied to online advertising, Examples of the application illustrate how relevance and sensitivity (brand protection) of ad placement can be improved. Several areas of potential further application are outlined.Originality/value -- This is the first systematic application of linguistics to provide a solution to the problem of inappropriate ad placement online.Keywords Advertising, Electronic media, Semantics
This article originally appeared in Volume 62 Number 4/5, 2010, pp. 355-65, Aslib Proceedings
The following articles were selected for this year's Highly Commended Award
"Repositories and journals: are they in conflict? A literature review of relevant literature''
David J. Brown
This article originally appeared in Volume 62 Number 2, 2010, Aslib Proceedings
"Forms, effects, function: LIS students' attitudes towards portable e-book readers''
M. Cristina PattuelliDebbie Rabina
This article originally appeared in Volume 62 Number 3, 2010, Aslib Proceedings
Anne WelshUniversity College London, UK