Advertising New World: A Comparative Study of Chinese and Japanese Public Service Announcements

Author: Ni Ning et al
Publisher:
Publish Date: 2003-05-01
Features: On the occasion of the 30th anniversary of the normalization of Sino-Japanese diplomatic relations, the Japan Yoshida Hideo Memorial Foundation has commissioned Peking University, Tsinghua University, Renmin University of China, Beijing Broadcasting University, Fudan University, and Shanghai University to carry out advertising academic research with the theme "The Current State and Future of Chinese Advertising Activities." The results of this research are about to be published. On behalf of the China Advertising Association, I extend my sincere gratitude to the Japan Yoshida Hideo Memorial Foundation for their strong support and assistance to the Chinese advertising education sector. I also offer heartfelt congratulations to the Japan Yoshida Hideo Memorial Foundation and the six Chinese universities for the successful publication of this research.
Looking back at 2001, China successfully hosted the 2008 Beijing Olympics, football teams broke into the Asian ranks, and China smoothly joined the World Trade Organization—. In this inspiring atmosphere, the Chinese advertising industry faces new opportunities and challenges, and we need to accelerate our efforts to align with international standards. It is well-known that advertising is a talent-intensive, technology-intensive, and knowledge-intensive industry, and it has become imperative to develop open-minded advertising professionals.
For this purpose, the Japan Yoshida Hideo Memorial Foundation and the six Chinese universities have formulated a three-year research plan, addressing the lack of high-level professional academic works in the Chinese advertising industry and serving as a positive attempt at international cooperation in advertising academic research. Through this collaboration, mutual understanding and communication between China and Japan will be further strengthened, making a worthy contribution to the consolidation and development of friendly and cooperative relations between the two countries.