Remodelling of Chinese advertising in focus at seminar

The remodelling and redefinition of Chinese advertising was a major focus of the China Advertising Association annual seminar held at Xi’an Jiaotong-Liverpool University on 7 November.

The seminar was held in cooperation with the CAA, International Business School Suzhou, and the XJTLU Institute of Leadership and Education Advanced Development.

Experts from top universities in China (including Peking University, Shanghai International Studies University, and Xiamen University) and executives and managers from relevant media and enterprises were in attendance.

Professor Yang Minzhu, Vice President of XJTLU, gave a welcome speech, saying: “The topic of this year’s CAA seminar is the remodelling and redefinition of Chinese advertising, especially regarding entrepreneurship and development. International Business School Suzhou is looking forward to cooperating deeply with the China Advertising Association in aspects of teaching and research, high-level forums, academic seminars, talent cultivation, business innovation and international communication.”

Jin Dinghai, director of the academic committee department of the China Advertising Association, talked about the future development of the advertising industry, followed by keynote speeches by Professor Chen Gang, Secretary and Vice Dean of the School of Journalism and Communication at Beijing University, Professor Lin Shengdong, Vice Dean of the School of Journalism and Communication at Xiamen University, and Dr Tristan W. Chong, Associate Professor of IBSS and Deputy Director of the Research Institute of Big Data Analytics.

There followed a discussion session in which experts and scholars talked about the remodelling and redefinition of Chinese advertising, sharing their opinions with each other.

As an organiser, XJTLU was highly praised by Zhou Yumei, Vice Executive Secretary of the Academic Committee Department of China. She commented: “The conference agendas were simple but efficient. I was really impressed by XJTLU student volunteers’ active communication and critical thinking ability. I hope that we can have more cooperation with XJTLU in the future.

“The CAA is studying and establishing standards of advertisements [in China]. As the UK has rich experience in this field, CAA is willing to share resources and communicate in depth with XJTLU. Also, academia can provide theoretical support in researching and establishing standards in the advertising industry.”

Professor Sarah Dixon, Dean of IBSS, said: “It was our great honour to hold this seminar on remodelling and redefining the future development of Chinese advertising, as well as discussing the opportunities and challenges that the China advertising industry is facing.”