History of Contemporary Commercial Advertising in China

Author: Huang Yanqiu, Yang Dongjie
Publisher:
Publish Date: 2006-11-01
Features: This book has the following characteristics: , it discusses the content in three major parts: general history, specialized history, and the history of Hong Kong, Macau, and Taiwan. On a broad framework, this book adheres to the writing style of the series, combining general history with specialized history. At the same time, considering the uniqueness of the history of Hong Kong, Macau, and Taiwan, which leads to differences in the development of the advertising industry compared to mainland China, it is extracted separately and forms an independent work. The general history primarily describes the development and overall situation of contemporary Chinese commercial advertising in a macro-level context, based on political, economic, and cultural backgrounds. The specialized history explores the uniqueness of different advertising communication links and their development from a micro-level perspective, which is of great significance for the refinement and deepening of our advertising research.
Second, emphasis on the description of media changes. Due to the special status of Chinese media, it has always been one of the most important forces influencing the overall progress of the Chinese advertising industry. This book gives full attention to the overall changes of Chinese media and describes them emphatically, aiming to explore the reasons for the development and changes of the Chinese advertising market, as well as the internal laws of the evolution of contemporary Chinese advertising, through the changes in the media's status in the advertising market and the process of media reform.
Third, close integration with the overall development trend of the global advertising industry. In the process of economic globalization, as a parasitic industry, advertising is at the forefront. While China's advertising industry is accelerating its integration process, it faces considerable confusion and numerous challenges, such as foreign investment versus domestic, corporate consolidation versus specialization, large-scale operations versus fragmentation, and whether to expand overseas or focus domestically. Where is the future of China's advertising industry? The development and changes of the global advertising industry and the operational shifts of transnational advertising groups have provided us with many valuable insights, which are worth fully learning from.
Fourth, sufficient attention to new media. The information revolution brought about by digital technology has promoted the emergence of various new media, enriching advertising media and giving rise to new advertising formats. This book provides a relatively detailed examination of the development history of information and communication industries such as the internet and digital television in China. This is undoubtedly beneficial for studying the evolution of advertising formats and the future survival forms of advertising.