China Advertising 25 Years

Author: Fan Lubin
Publisher:
Publish Date: 2004-09-01
Features: To truly, comprehensively, and systematically reflect the development history of the advertising industry over 25 years, this book divides these 25 years into four stages based on the different characteristics demonstrated by the Chinese advertising industry during various periods, providing a historical description. Advertising is a market behavior and a product of the market economy. It develops alongside the national economy, being an inevitable result of productivity development and closely related to productivity and consumer markets. At the same time, standardized, healthy, and orderly advertising activities can act as a lubricant for the development of the market economy. Based on the different historical backgrounds, social environments, and economic realities of the Chinese advertising industry over the past 25 years, this book showcases the differences, changes, and unique characteristics of the industry in each stage through various perspectives or specific examples, allowing readers to understand and recognize the development patterns of advertising, thereby looking toward the future and keeping pace with the times.
Before 1979, China had no advertising market, with only a dozen or so advertising businesses, some of which had very limited advertising operations. The number of advertising professionals was minimal, and advertising revenue was negligible. Newspapers, television, and radio barely published advertisements. Under the guidance of the line and principles of the Third Plenary Session of the 11th Central Committee of the Communist Party of China, all industries flourished, and the national economy entered a new historical development period. The Chinese advertising industry was restored and developed rapidly once it took off. After 25 years of development, the Chinese advertising industry has achieved significant scale, boasting a "troop" of 10,000 and an "army" of 640,000. It spans across regions, industries, and departments, forming a business network dominated by state-owned economy with multiple forms of ownership. Annual advertising revenue exceeds 100 billion yuan, and its achievements have attracted worldwide attention. The restoration and development of the Chinese advertising industry reflect the embodiment of building socialism with Chinese characteristics, the concrete implementation of China's reform and opening-up policies, and the vigorous vitality and dynamism of the Chinese advertising industry.
To truly, comprehensively, and systematically reflect the development history of the advertising industry over the years, this book divides these 25 years into four stages based on the different characteristics demonstrated by the Chinese advertising industry during various periods, providing a historical description. Advertising is a market behavior and a product of the market economy. It develops alongside the national economy, being an inevitable result of productivity development and closely related to productivity and consumer markets. At the same time, standardized, healthy, and orderly advertising activities can act as a lubricant for the development of the market economy. Based on the different historical backgrounds, social environments, and economic realities of the Chinese advertising industry over the past 25 years, this book showcases the differences, changes, and unique characteristics of the industry in each stage through various perspectives or specific examples, allowing readers to understand and recognize the development patterns of advertising, thereby looking toward the future and keeping pace with the times.
The transformation of concepts is the fundamental transformation, and correct understanding is the guide for the development of things. Today, advertising is no longer a "product of capitalism" but has returned to its original position. Over the past 25 years, people's understanding of advertising has evolved from ignorance to recognition, from misunderstanding to comprehension, and their attitudes have undergone a fundamental shift. This has played a significant role in improving and mobilizing the enthusiasm of the advertising professionals and promoting the development of the advertising industry. The advertising industry has not only had a profound impact on the economic field but also on the political, cultural, and social aspects. With technological progress, the renewal of advertising communication methods, the development of the commodity economy, and changes in the objective situation, its connotation has also continuously developed and enriched. Modern advertising has evolved into an economic means, actively participating in social activities and permeating all aspects of people's lives as a promotional force, becoming an integral part of modern social and family life.
This book aims to capture the different stages of this development process and consistently adheres to the view that to adapt to historical and social changes, people must continuously update their concepts, establish a reform-oriented mindset, and maintain a spirit of innovation. Through continuous research and surveys, addressing new situations and issues with new approaches, one can pioneer and drive the development of the advertising industry. Over the past 25 years, the Chinese advertising industry has played a significant role in disseminating information, promoting production, stimulating exchanges, facilitating the public, and serving society. Through their own efforts, self-reliance, hard work, and self-improvement, the advertising industry has achieved notable results.
The Chinese advertising industry adheres to the "Four Cardinal Principles" and earnestly implements the policies of "Let a hundred flowers bloom and let a hundred schools of thought contend" and "renew the old and create the new." It addresses issues in each stage through cleanup and regulation, continuously eliminating various disturbances. Regarding the content and form of advertisements, the industry has always upheld the principle that advertisements must be truthful, healthy, tasteful, and informative, scientific, and artistic, thereby serving to educate the public, cultivate their sentiments, elevate their moral standards, and beautify their lives.
Over the years, the Chinese advertising industry, through its reform and exploration amid trials and tribulations, has established an effective "two-system" approach that aligns with international practices, enabling the industry to integrate with the global advertising market and respond to the challenges of "accession to the WTO" through measures such as group consolidation, specialization, and building "carrier" companies. It has also undergone reforms like integrating internationalization with localization, aiming to join the ranks of the world's advertising industry.
The rapid development of the Chinese advertising industry over the past 25 years is the result of the correct leadership and care of the Party and the state, the attention and support of various localities and departments, and the active efforts of the advertising professionals. It has also benefited from the effective measures taken by government and advertising management departments at all levels. This book proves through practical experience that in each stage, it is essential to strictly implement the Party's policies and guidelines, adhere to national laws and regulations, and firmly establish concepts of policy, law, and the market to seize opportunities and achieve greater success.
This book also records many classic cases, which serve as historical witnesses to each stage of the advertising industry. They contain both experiences and lessons, undoubtedly offering further insights. Due to the author's limited capabilities, there may be imperfections, and the author sincerely hopes for criticism and corrections from everyone.