China national image film Tiananmen Square in Beijing China national image film novel of "Figure that our values" PSAs novel's Tiananmen Square in Beijing, "Figure that our values" PSAs produced by Nanjing University of Aeronautics and Astronautics canteen uncle, aunt welcome students of advertising Nanjing Aerospace University canteen uncle, aunt made welcome students of advertising 560.7 billion yuan, which was recently released 2014 China's total advertising business, terms of scale, has for three consecutive years ranked second in the world. In China, the advertising business unit has 54 million households, advertising practitioners there are more than 2.7 million. Correspondingly. Decades of rapid development, so that the domestic advertising standards rising, from past bombing, brainwashing to today's creativity, feelings and content to win the progressive realization of China's advertising turned gorgeous. From the past do not like to gradually inseparable, even like the advertising, the feelings of the Chinese people also witnessed the rise of advertising tracks the industry. From the "brainwashing advertising" to channel creative advertising "Have you seen 100 years ago, Chinese channel advertising long-sawed it?" Recently, an article in this circle of friends, a lot of people in the heat transfer. At that time the channel advertising, on beautiful picture, the plain with beautiful gimmick attractive, with a rich era of color, people laughing. Channel ad is like a cigarette ad "suck you love, I love smoking" and the like, direct style, slightly rough. In fact, far more than 100 years ago, even back to the last century, it appeared in the horizon in the ads, and most have a "brute" style. Xiao Zhao from Handan, recalled the experience of a child, watching TV, most do not like is the commercials, and therefore has no opinion on the ad. Today, on his monthly income of ten thousand, to spend money in some video sites registered members, it is to have permission to skip like to see the content. It contains the first newspaper advertisement appeared after the reform and opening up in January 4, 1979, the day of the "Tianjin Daily", published toothpaste factory in Tianjin advertising. The first television commercial will appear in the same month, January 28, 1979, Shanghai TV station broadcast a "Shengui Bujiu" advertisement. This phase of advertising, the main purpose is to convey information, almost no "modified." This is a huge difference later ad, because since then, regardless of the level, the effect of advertising on the pursuit of the increasing number of the memory of many people since the beginning of the advertising "bombing marketing" stage. Advertising real fast era, resulting in numerous classics. For example, "Melatonin" ads on television loop, advertisements almost a generation's memory. Heng Yuan Xiang, Wahaha and other domestic brands, also is the use of similar means, to open up the market, with very high visibility and a simple and effective slogan, corporate and product image printed in the hearts of the audience. Whether "Heng Yuan Xiang, Yang Yang Yang" or "You take one, I take one, a learning machine Sundance Kid", whether "when the sun rose, our love forever" or "Xinfei ad well, as New flying refrigerator good ", have become a memory of the advertisements. And then the advertising picture is also quite unique, both star smile hundred pro-life, but also exaggerated facial expressions, extras, and more focused on selling a suit of stiff performance. "Do not look at advertising. See what? Look effect ah." The classic phrase ad, become a footnote decades, China Advertising Changes. With the changing times, the audience tastes and habits change rapidly accepted, Chinese advertising itself changes constantly in progress. In an advertising company serving Zhao Ling told reporters that she felt in recent years, popular domestic advertising, mostly caused by the participation of the online world and even carnival. For example, "Where the object", "not who's endorsement, I represent myself. I like you, I was where customers", suddenly seize the hearts of young people, sparked a social network of young people imitate boom, sometimes limelight without the two. And in the traditional media, advertising has become increasingly creative. For example, CCTV launched the "Caring for the elderly" campaign, by telling the family story, with very good public service results. Storytelling, the pursuit of social effects of the advertising body's "new tab." Channel advertising time no longer "go away", "advertising is the brand of the promoter, the brand has divided our time and space, while channel advertising is reshaping our lives." Advertising Communication University of China Professor Ding Junjie, vice president of think so. Channel advertising time, has meant painful wait, but now, more and more high-quality advertising becomes accompany people's lives. Many people began to appreciate advertising, on which the meticulous writer, as well as the quality of the picture reflects the feelings behind "dot praise." Economic and social benefits of "both hands", in recent years China has become the pursuit of advertising effect. For many people, the channel ad presented is becoming their lifestyle. In fact, advertising has to get rid of commercial barriers in all aspects of social life, demonstrating its unique capabilities. For example, on the occasion of the Internet to carry out military service registration and recruitment registration work the year 2015, a group called "recruitment season will take you camp: Air Force articles" recruitment advertisements on the Internet massive spread. Photo, blue sky, flying fighter jets, and even the self-timer on the plane's pilots, many users marvel, point praise, but also be attracted to this image. Than the past pulling banners, beat recruitment advertising slogans, naturally more attractive. In 2011, China's national image film continuous scrolling on the big screen in New York's Times Square, more than 50 Chinese people all walks of life, with a smile to show the world a friendly China. Powers advertising, to show the world China's image. The ad made the topic, and even become friends contact cases, this practice has become more popular. Such as micro-channel circle of friends in the ads that appear from time to time, have become micro-channel users ridicule, interactive opportunities. For example, the emergence of Mercedes ad, you can not afford quipped; luxury watches ads appear, they ridicule wealthy friends; Coca-Cola ad appeared, it quipped, "This is love"; and so on. Many multinational companies set an example. For example, advertising has always been known for superb Apple, has taken the traditional holiday season advertising, but in the past, the company is more to Christmas in Western countries captured atmosphere of the family film. Chinese New Year this year, Apple commercials shot for the "old record", cut from the family reunion time, especially by telling the story of both grandparents and grandchildren, to show Apple products available to users of creativity and ideas, to celebrate the New Year with family and friends festival. This ad allows Chinese television audiences. In fact, the only media also rise buildings, and even begin to the world. In May, the New York Festivals Advertising Festival is known as one of the four world, Renmin University of China graduate Wang impressively directed work "success time" (The Moment) from tens of thousands of works to win, won the 2015 New York advertising industry awards final selection, the final round of the Competition finalists. Wang shocked the advertising is to tell a story to win. In the 1 minute 30 seconds of the ad, three American young people of different ethnic groups, day after day, practice skateboarding, hip-hop and Parkour, although always experience setbacks, but eventually get their own "successful moment." This is a wireless charger do advertising, is embodied in the pursuit of a social effect, with positive values ??gained recognition from the world. Although the awareness is there, but experts interviewed believe that the rapid development of China's advertising, but a late start, how to keep the audience, there is still a long way to go. "Great country advertising" echo "major economy" in the industry view, the innovation and change and other brands, media and audience of multiple factors, the Chinese advertising industry is moving toward transformation and integration. With the mobile Internet era, how to make the advertising market to meet the needs and positioning the world's second largest economy, has become the industry before the mission. SAIC director Zhang Mao said that the advertising industry has become China's reform and opening up 30 years one of the fastest growing industry, is to promote economic growth, accelerate the transformation of economic development in emerging force, but also to accelerate the development of independent brands, enhance the international competitiveness of enterprises powerful tool force. Nevertheless, compared with some developed countries, the quality and efficiency of our advertising has yet to be significantly improved. According to statistics, the proportion of national advertising revenue in the gross domestic product has not exceeded 1%, lower than the world average per capita advertising costs are also much lower than some developed countries. Require advertisers industrial scale and China's economic and social development, there is a large gap. "Powers advertising 'how echo' major economy" has become advertising academia and industry issues of common concern. In Ding Junjie seems, from the beginning to the current market economy China has become the world's second largest economy, China recorded the witness and advertising the brand into the international process. With the international business arena began to appear more and more Chinese companies figure, advertising to become the new era of Chinese brands go out of strong support. Huawei this year's "Ballet foot" ad, for example, this piece of the first to put in overseas advertising, with the US photographic artist Henry Luteweile photographs, photos, a foot wearing shoes elegant bright, another foot naked and bruised, contrast is very strong. Whether abroad or at home, this slogan is "our life, pain and happiness. (The Journey is hard.And Joyful.)" Advertising, have caused no small resonance, China's brand to go out to help Push agent. On the macro level, China's advertising growth, but also ushered in the opportunity to change. The power of change, will be the Internet or mobile Internet. PricewaterhouseCoopers predicts that in 2018, an average annual compound growth rate of Chinese entertainment and media will reach 10.9 percent of total expenditures, including advertising expenditure CAGR of 11.8%. Entitled - Report "2014 2018 Global Entertainment and Media Industry Outlook," the display, the key to this growth is the unlimited potential of China's large and increasingly affluent middle class that contains users. According to eMarketer estimates that by 2016 the world will have more than two billion mobile phone users, of which more than a quarter of the people will be living in China. Many authoritative analysts pointed out that in a short time, the growth of digital advertising spending by leading US and China. Internet advertising is also big data brought help usher in a transformation. Past indoctrination ads already does not work, instead, on the basis of analysis of the user good precision production. PwC China Telecom, media and technology industries can partner Lin Wei believes that Internet advertising is special in that the data analysis, which will affect the ads are making, but also has a great impact on other sectors. He believes that the opportunities of Internet advertising is whether there are forms of innovation, integration of content creation and cross different platforms; the challenge is how to apply means good data analysis, grasp the user's pulse. The increasing rise in Internet advertising, when traditional media advertising channel still can not be ignored. Often watch television will find, now, whether e-commerce websites, games or information class APP, often appeared on television advertising, called on people to embrace such a lifestyle. These well-made ads, but also affect people's degree of acceptance of the product. In small series, advertising face is a mix of a dissemination system, it can not ignore the existence and advantages of traditional media can not ignore the new information handling practices by New Media. Future of Advertising Communication, will be "resonance."