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真假難辨的「虛擬網紅」時代來了

網紅成為各地的當紅夢想職業,隨著這股社群潮流的風行,和電腦製作圖像(Computer-generated imagery,簡稱CGI)製作的技術精進,開始出現了一群由電腦程式設計的「人工網紅」,這些虛擬角色擁有逼真的五官、吸睛的時尚搭配、自然的動作、和細心設計的性格,混淆大眾對真假界線的認知,與「人類網紅」一同在社群中發光發熱。

「恐怖谷」限制失效,IG「假人」受到歡迎

For many years, human-like characters have been created to fool people's eyes. Most of them failed and died out, leaving only a creepy feeling called "uncanny valley" to many. The concept of uncanny valley refers to the feeling of discomfort we experience when we're facing artificial figures that try to mimic a real human but fail.

長久以來,類人形的角色不斷被創造來迷惑大眾,然而,大多數都是以失敗收場,僅留給大眾那種詭異「恐怖谷」的印象。恐怖谷指的是當我們面對人造物品試圖模仿人類,卻不夠逼真而給人一種內心不適的恐懼感受。

Recently, several virtual influencers on Instagram have veered off from the territory of uncanny valley for many people, showing that the boundaries between the fake and the virtual are becoming increasingly blurred.

近來,多位Instagram的虛擬網紅,成功扭轉許多人對恐怖谷的內心恐懼,同時也代表著虛假與真實的界線變得越來越模糊。

矽谷最火紅的虛擬網紅-- Lil Miquela

(photo credit © Instagram @lilmiquela)

One of the most famous virtual influencers is Lil Miquela, who was introduced in 2016 by Brud, a Los Angeles company backed by Silicon Valley. She has now more than 1.6 million Instagram followers and more than 80,000 people stream Lil Miquela's songs on Spotify each month. In May, 2019, Lil Miquela stared alongside the supermodel, Bella Hadid, in a campaign video of the fashion brand, Calvin Klein.

當今最火紅的虛擬網紅就是Lil Miquela,於2016年誕生,由矽谷資助的洛杉磯科技公司Brud,所創造的虛擬角色。她現在已經有超過160萬名Instagram粉絲追蹤,而且每個月也有超過8萬名聽眾在Spotify上收聽她的歌曲。今年5月,Lil Miquela與時尚超模Bella Hadid一起在Calvin Klein的宣傳廣告同台演出。

最真實的虛擬時尚模特兒 -- Imma

(photo credit © Instagram @imma gram)

With a K-Pop aesthetic and Japanese influence, a Japanese virtual model named Imma went viral. She has now her own Instagram and Twitter pages that have garnered thousands of followers thanks to her trendy clothing and lifelike photos. Imma is considered one of the most realistic virtual influencers on social media.

隨著韓國流行審美觀及日本影響,一位日本虛擬模特兒Imma在網路上竄紅。她現在有屬於自己的Instagram及Twitter帳號,也已經累積了上千名粉絲,會追蹤她的流行搭配及逼真的照片。Imma目前被公認是社群上最擬真的虛擬網紅之一。

Imma showed up on the February 2019 cover of the Japanese computer graphics magazine, CGWorld. According to the creator of Imma, CG company ModelingCafe, the reason why Imma looks so lifelike is because her 3D animated head is transposed onto a real-life body and background.

Imma出現在今年2月日本平面設計雜誌CGWorld的封面上,根據Imma的創作者CG動畫製作公司ModelingCafe,他們將Imma的頭部3D動畫設計,轉接到真人身體及真實背景上,所以Imma才會如此逼真。

肯德基爺爺化身虛擬帥哥 -- KFC Colonel Sanders

(photo credit© Instagram @Kentucky Fried Chicken)

Recently, KFC introduced a new CGI version of the brand ambassador Colonel Sanders on social media, instead of having a famous actor to don the white suit.

最近,肯德基在社群上推出了CGI動畫製作的新版品牌形象大使 -- 桑德斯上校(肯德基爺爺),而不是找知名真人演員來套白色戲服演出。

His creators consulted an inspiration board plastered with photos of human Instagram celebrities to generate the mash-up that became the new Colonel. "It was our opportunity to poke a little fun at the advertising world that we're a part of," said Steve Kelly, KFC's digital and media director. "But the love around virtual influencers is very real."

製作團隊從貼滿了真人IG網紅的板子上獲得靈感,再從中拼湊出新版的肯德基爺爺。「這是我們對廣告業界開個大玩笑的好機會。不過,大眾對虛擬網紅的喜愛卻非常真實。」肯德基數位與媒體總監Steve Kelly說道。

 

#參考資料:The New York Times, The New Yorker, Bazaar, Izea, Vox, Elle, Glamour, Engadget, My Modern Met


編輯/英語島編輯室

本文收錄於英語島English Island 2019年8月號
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