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Global Conference 2019

July 12–16, 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

The Development Advertising and Construction of an Original Theory of China Advertising Industry

Saturday, July 13, 2019 at 9:00 AM–10:30 AM CST
1 Room 1
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Digital/Online Advertising
Regulation of Advertising
Abstract

The Development Advertising is a theory of middle range which combined the contemporary economic history with the development and transition of advertising in China. It is a pioneer of generalizing how advertising thrives in a developing country. By reviewing the development of advertising, it provides not only a perspective for advertising research, but also a deep insight on advertising industry. 

From its academic perspective, the mainstream advertising research has long been undertaken by the methodology of experimental psychology or case study. Yet an array of radical changes over advertising has been ongoing all over the world. In order to offer valuable outcome for practice, new methodology should be encouraged in advertising research. 

To make global scholars have better understanding on the development of advertising in China, this panel session is designed to offer an in-depth discussion on the Development Advertising.

First & Corresponding Author

Zhibin Jiang, Shanghai International Studies University
Authors in the order to be printed.

Zhibin Jiang

Additional Authors

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