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全球广告网:2019全国广告学术研讨会在京召开

2019-08-06 16:20来源:全球广告网责编:宋林站点:www.qqadw.com

全球广告网www.qqadw.com:2019全国广告学术研讨会在京召开

7月11日,由中国广告协会和北京大学新闻与传播学院联合主办的“中国广告发展四十年学术论坛暨2019全国广告学术研讨会”在北京盛大举行。来自国内外知名高校、广告公司、营销机构、媒体平台等领域从事广告教学、广告研究、广告实务等工作的200多位专家学者和业界代表济济一堂,总结研究广告业四十年发展成果。

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.

中央电视台广告经营管理中心主任任学安受邀参加此次学术论坛,并从学术观察的角度提出了中国市场品牌传播的“1+N”模式。央视广告中心近年来十分重视理论研究和市场营销体系的构建,本次“1+N”模式的提出,获得密歇根州立大学、中国传媒大学等多位与会专家的认同,受到学界、业界关注。

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.

开幕式由上海师范大学教授金定海主持,他表示四十年来,多种发展问题的纠缠,表明中国广告学术研究的意义越来越重要:学术是可以创造概念的;概念是可以产生利润的;利润是可以反哺行业的;行业是可以推动产业的;产业是可以成就文化的;文化是可以伟大我们精神的。

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.

中国广告协会秘书长王英偶代表中国广告协会欢迎中外学者专家来到北京,她在致辞中表示,伴随改革开放的伟大进程,中国广告业经过40年不懈努力,由小到大逐渐繁荣,进入全面发展的新时代。中国广告人正以专业的学识和自信的心态,与国际交流、与世界对话。希望大家携手探索全球产业的发展,把握市场风向脉搏,共谋和书写中国和世界广告产业的美好未来。

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.

国际广告协会会长SRINIVASAN KRISHNASWAMY在致辞中感慨中国广告在过去20-25年间取得的惊人成就,并表示技术使中国成为各种产品和服务的市场领导者。

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.

 

中国广告协会学术委员会主任、北京大学陈刚教授剖析了“四十不惑”含义,他指出,广告学术的责任是要把不惑表达出来,对发展进行系统总结,梳理提炼发展的规律。广告学术需要激情,更需要理性,广告产业的发展始终同理论和学术相关,这样的互动才是良性的发展。发展广告学是在对中国广告业四十年发展演讲的基础上,所进行的理论建构。只有加强基础理论研究,生产出更多高质量、有重大影响力的原创性学术成果,才能为中国甚至全球广告业贡献更多的新思维、新方法。

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.

美国明尼苏达大学教授、曾任美国广告学会会长(2016)的Jisu Huh认为,广告学术的使命是生产科学的理论知识,为实践提供基础,并培养未来的广告从业人员,帮助实现更有效、更高效和具有社会责任感的广告。

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.

中国广告博物馆馆长、中国传媒大学教授黄升民教授发表了《壮哉,40年!——中国开放改革40年广告社会史》的专题演讲,他认为,在中国广告40年的发展历程中,企业的强烈需求对接消费者的蓬勃消费欲望,媒介的技术变革呼应广告公司的转型突破,消费市场代表一切广告的本源和终点。四个角色于相互碰撞中交相配合、环环相扣,共同构成40年中国广告发展的长轴画卷。

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.

 


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