On July 11, the "40-year Academic Forum on Advertising Development in China and the 2019 National Advertising Symposium" co-sponsored by the China Advertising Association and the School of Journalism and Communication of Peking University was held in Beijing. More than 200 experts, scholars and industry representatives from well-known universities, advertising companies, marketing agencies, media platforms and other fields engaged in advertising teaching, advertising research and advertising practice gathered together to summarize and study the development achievements of advertising industry in the past 40 years.
Ren Xue'an, director of the advertising management center of CCTV, was invited to attend the academic forum and put forward the "1 + N" model of brand communication in the Chinese market from the perspective of academic observation. In recent years, CCTV Advertising Center has attached great importance to theoretical research and the construction of marketing system. The "1 + N" model was proposed, which was recognized by many experts from Michigan State University and China Media University, and attracted the attention of academia and industry.
The opening ceremony was hosted by Professor Jin Dinghai of Shanghai Normal University. He said that over the past 40 years, the entanglement of various development issues has shown that the significance of Chinese advertising academic research is becoming more and more important: academia can create concepts; concepts can generate profits; profits can feed back industries; industries can promote industries; Industry can make culture; culture can make our spirit great.
On behalf of China Advertising Association, Secretary-General Wang Yingyong welcomed Chinese and foreign scholars and experts to Beijing. In her speech, she said that with the great process of reform and opening up, China's advertising industry has gradually prospered from small to large and entered a new era of comprehensive development after 40 years of unremitting efforts. With professional knowledge and self-confidence, Chinese advertisers are engaging in international exchanges and dialogue with the world. I hope you can join hands in exploring the development of global industry, grasping the pulse of market trend, conspiring and writing about the bright future of China's and the world's advertising industry.
In his speech, SRINIVASAN KRISHNASWAMY, President of the International Advertising Association, lamented the amazing achievements made by Chinese advertising in the past 20-25 years and said that technology has made China a market leader in various products and services.
Professor Chen Gang, Director of the Academic Committee of China Advertising Association and Professor of Peking University, analyzed the meaning of "forty puzzles". He pointed out that the duty of advertising academy is to express the puzzles, summarize the development systematically and sort out the laws of development. Advertising academy needs passion and rationality. The development of advertising industry is always related to theory and academia. Such interaction is the benign development. Development Advertising is a theoretical construction based on the speech on the development of Chinese advertising industry in the past 40 years. Only by strengthening basic theoretical research and producing more high-quality and influential original academic achievements can we contribute more new ideas and new methods to the advertising industry in China and even the world.
Jisu Huh, a professor at the University of Minnesota and former president of the American Advertising Society (2016), believes that the mission of advertising academy is to provide theoretical knowledge of production science, to provide a basis for practice, and to train future advertising practitioners to help achieve more effective, more efficient and socially responsible advertising.
Professor Huang Shengmin, curator of China Advertising Museum and professor of China Media University, published Zhuangzao, 40 Years! —— In the special speech of 40 Years Advertising Social History of China's Open Reform, he believed that in the course of 40 years'development of Chinese advertising, the strong demand of enterprises docked with the vigorous consumption desire of consumers, the technological change of media echoed the breakthrough of the transformation of advertising companies, and the consumer market represented the origin and destination of all advertisements. Four roles in the collision with each other in coordination, interlocking, together constitute 40 years of Chinese advertising development of the long-axis picture scroll.