How should advertising discipline be constructed and developed at present? What are the future trends in the advertising industry? What are the improvement directions of advertising teaching and research? The School of Journalism and Communication of Renmin University of China is actively promoting the comprehensive and comprehensive development of its various fields on the occasion of the fifth round of university subject assessment by the Ministry of Education, at 8 p.m. on May 26,2020, the college holds an online online video conference: The 21st issue of "the development of the college advertising / Visual / Creative Field" , we invited scholars and experts from the Media School of Loyola University in Chicago, School of Literature and Journalism of Sichuan University and Guangzhou Ogilvy & Mather Advertising Company to have a dialogue with the faculty.

Speech: Prof. Hu Baijing, Executive Dean, School of Journalism and Communication, Renmin University of China

Dean Hu Baijing expressed his gratitude to the experts and scholars who participated in the meeting and joking that this is a college "premeditated" long-term in-depth seminar. He mentioned that the major of advertising is not the traditional strength of the School of Journalism and Communication of the Renmin University of China. There is still a lot of room for improvement in the school. In the past three years, the college has mainly engaged in the introduction of talents in advertising. For example, Professor Lin Shengdong who presided over this meeting was introduced at the end of last year. At present, the college is acceptable in terms of talents, but there are still deficiencies in the subject development planning and overall design of advertising. How should the advertising of the College of Journalism be developed? How to carry out interdisciplinary and cross-border communication and cooperation on creativity, vision, marketing, etc. related to advertising disciplines? Today, I hope to consult and learn from these experts and scholars.

Reporting: Prof. Lin Shengdong, School of Journalism and Communication, Renmin University of China

Professor Lin Shengdong introduced the ways to enhance the influence of the discipline in the professional field of advertising from five aspects: Running a conference, publishing teaching materials, running a journal, running a competition, and presenting the results of the subject. He combined the cases and experiences at home and abroad, the opportunities, problems and difficulties are pointed out. He believes that we should learn from the schools that have done a good job in the construction of domestic advertising disciplines, such as Communication University of China, Xiamen University and Peking University, and combine the characteristics and resources of the NPC itself to strive to make the college's advertising field a national frontier, and it also has some influence in the international arena.

He also shared research directions on five topics in the context of laboratory construction at the college, it includes the influence of the size of the screen on the sponsorship effect of Sports Events, the study of visual image combining with semiotics and eye movement, the Study of advertising effect in the New Media Age, the study of Chinese national industry and brand consumption culture, and the construction of world-recognized Chinese brands.

Narrate: Prof. Cheng Hong, Dean of the School of Communication, Loyola University Chicago, USA.

Professor Cheng Hong commented that Professor Lin Shengdong's report was comprehensive and vivid, with many "breaking points" . He believed that if discussed carefully from the strategic and tactical perspectives, there would be a lot to gain.

He suggested that the School of Journalism and Communication of the Renmin University of China should start from its own characteristics, taking into account its long history, advantageous geographical position and advantages in the major of journalism and communication, on the one hand, considering the needs of the market (including consumers, academic industry cooperation, advertising industry management, etc.) , teaching and scientific research to keep pace, and strive to lead the development, but also pay attention to do more basic research; On the other hand, to make clear the orientation of the major of advertising in Renmin University of China, starting from the three key words of "advertising" , "vision" and "creativity" , especially now that advertising has many new meanings, and advertising studies and many disciplines have crossed, there are lots of questions to do. He mentioned that if the NPC studies political advertising, it will become an authority in this field. It can also study public service advertising, as well as the ethics of advertising, policy making and so on. He also talked about opportunities for training advertising professionals, teaching in new media, the future of artificial intelligence and advertising, and management training in the field of journalism and communication education.

Narrate: Dong Bin, General Manager, Guangzhou Ogilvy & Mather Advertising Co.

Dong Bin has been managing director for more than 20 years, from the perspective of an "old advertising man" and his own experience, he talked about the concept of advertising in the last 20 or 30 years has changed dramatically, more and more broad, cross-border and integration into the trend. He suggested that: First, the connotation and extension of advertising have changed greatly, and the research field and vision should be broken through; Second, the communication and cooperation between academia and the industry have been strengthened obviously, but more efficient and rich ways still need to be explored; third, the Journalism School of Renmin University should find entry points and characteristics in the specialized field of advertising, such as advertising effect, Chinese brand image, Chinese national image, consumption culture of modern young people, and so on, and find entry points in broader fields and dig deeply.

Narrate: Associate Professor Rao Guangxiang, Director, Department of Advertising and Semiotics, School of Literature and Journalism, Sichuan University, China

If the advertising major of the School of Journalism and Communication of the Renmin University of China is to be better, Director Rao Guangxiang believes that "how to position is the fundamental problem to be dealt with at present." He first analyzed that there are three driving paths for advertising from an academic perspective: one is theoretically driven, that is, from an academic perspective; two is technology-driven, such as new technologies such as artificial intelligence and big data; and three is practice-driven, which is the main Drive by doing practical activities. By summing up the similarities and differences of each driving path, he suggested that the School of Journalism and Communication should do a good job in the construction of the theory-driven advertising, at the same time, it is also the responsibility and role that the journalism school of the National People's Congress should take in the field of advertising.

Narrate: Associate Professor Wang Shuliang, Head of Advertising and Media Economics Department, School of Journalism and Communication, Renmin University of China

Director Wang Shuliang shared the main issues in the advertising field of the School of Journalism of the People's Congress in recent years: the introduction of talents; "building a platform" to organize activities; the establishment of creative communication classes in cooperation with the School of Art of the People's Congress, the introduction of international textbooks; the simplification of teaching procedures, the participation of competitions and other forms In-depth student professional learning; cooperate with the art college, set up workshops, comprehensive practice teaching links. He also mentioned the issue of advertising journals.

Narrate: Associate Professor Wang Fei, School of Journalism and Communication, Renmin University of China

Associate Professor Wang Fei once served as deputy director of the Department of Advertising and Media Economics. She believes that the student quality of the advertising majors of the School of Journalism of the National People's Congress is particularly good, "has a huge energy", but the scale of students and teachers is not large at present, "the breakthrough in quantity will be the key to professional breakthrough"; second, advertising The field has changed a lot, but it is inseparable. The three aspects of advertising (products, media, advertising transactions) are unchanged; third, the cultivation of talents must define the framework of advertising professionalism, including "product innovation thinking Innovative thinking of media content and advertising model are particularly critical." Finally, how to draw clear boundaries and frameworks in the advertising discipline and connect with the outside world to form a joint force is the focus of the future.

Regarding research, she believes that if the teaching material is not very innovative, or can be small and precise, it is not recommended, and the magazine is more likely to die in the process of running. She suggested that each teacher combine their own abilities and give play to their own strengths.

Communication: Associate Professor Han Xiaoning: Deputy Secretary of the Party Committee, School of Journalism and Communication, Renmin University of China

"The Advertising Department of the School of Journalism of the National People's Congress has always been strong in creativity, and there are still deficiencies in standards and systems." Deputy Secretary Han Xiaoning believes that the arrival of Professor Lin Shengdong will improve this aspect. "It can be built for the two fields of the school's advertising creative research and effect research. The bridge, as a whole, improves the level of scientific research, so at present is very optimistic about the college of advertising construction prospects. ".

Conclusion: Prof. Zhou Yong, Secretary of the Party Committee, School of Journalism and Communication, Renmin University of China

On behalf of the School, Secretary Zhou expressed his gratitude to the experts and scholars for their advice and valuable suggestions: "I have gained a lot, and am very pleased to see the development of the advertising profession. ". He pointed out that generation after generation of advertising scholars have promoted research and practice in the field of advertising. To the current generation, development does not abandon the past, but rather inherits the fine tradition, in favor of the development of advertising from teaching materials, curriculum construction, education and other basic work. "today's in-depth discussion is a gathering call on the historical development of the advertising profession. " He believes that this meeting is not only about concrete gains, but also about spiritual aspects, lies in reaching an agreement on ideas for future development.

Associate Professor Yan Mei, Teacher of the School of Journalism and Communication, Secretary of the Party Committee of the School of Liberal Arts, Renmin University of China, Wang Runze, Vice Dean of School of Journalism and Communication, Sun Quan, Deputy Secretary of the Party Committee of Journalism and Communication and Sun Lijun, associate professor, also attended the seminar.

The in-depth Conference on the innovation of the academic discourse system of journalism and communication is one of the "double-first" scientific research projects of the discipline of journalism and communication in Renmin University of China, aiming to focus on the key issues in the development of the educational and academic circles of journalism and communication, carry forward the spirit of "Nail" in scientific research, concentrate the collective wisdom of the authoritative experts in relevant fields, break through, expect to drive the reform and innovation of teaching and scientific research in a certain field through the discussion of each specific problem. Since 2018, the School of Journalism and Communication has launched a series of small in-depth seminars, each focusing on a theme and inviting experts and scholars for in-depth discussions.