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Now, 'intelligent advert' that relay messages according to your gender

London, Mon, 20 Feb 2012 ANI

London, Feb 20 (ANI): A street advert that scans a reader's face before tailoring its message to men or women is to be unveiled on a bus stop in London's Oxford Street this week.


The electronic hoarding that uses facial-recognition technology plays a 40-second advertisement - with a different message depending on the gender of who is looking at it.


Only women will be able to view the full message, which is for a charity promoting female education worldwide. Men will just be directed to its website.


The advert echoes 2002 Tom Cruise thriller 'Minority Report', in which billboards directly targeted individuals.


According to the Independent, it will guess their gender based on the distance between their eyes, the width of their nose and the shape of their jawline.


"We're not giving men the choice to see the full ad - so they get a glimpse of what it's like to have basic choices taken away," the Daily Mail quoted a spokesman for the charity, Plan UK, as saying.


Privacy campaigners condemned the advert as 'creepy' and experts said it marked a future of personal advertising with 'no boundaries'.


Neil Chapman, the head of the creative team behind the ad at Clear Channel UK, defended claims by campaigners at The Open Rights Group that the idea was 'creepy' - and told the Independent that it would not store any personal details.


Digital marketing consultant Steven Hess added that such technology marked the 'beginning of a shift from essentially dumb advertising to intelligent advertising' and that it meant that in the future there would be 'no boundaries'.


As part of the charity's 'Because I Am A Girl' campaign, the advert - which will have a two-week trial - will use a high-definition camera to scan the multitude of shoppers in the busy street.


The campaign highlights that at least 75 million girls around the world are not in school.


It points out that educated girls are less likely to marry and to have children whilst still children themselves and that they are more likely to be literate, healthy and survive into adulthood. (ANI)


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