Society needs more public welfare advertising works with strong main themes

2022 The opening ceremony of the 4th Beijing International Public Welfare Advertising Conference and Summit Forum

On August 9, Beijing Shougang Park.

The opening ceremony and summit forum of the 4th Beijing International Public Welfare Advertising Conference were held as scheduled.

The leaders of the National Ministries and Commission and the relevant departments of the Beijing Municipal Government in this conference attended, as well as experts and professors from the domestic and foreign public welfare advertising industry attended, and more of the news media, network platforms and industries with warmth in their hearts, warmth in their hearts, and warmth in their hearts. The joining of public welfare enthusiastic people. They focus on focusing on public welfare advertising, helping the capital's high -quality development and the construction of the national cultural center construction, and to show the new concept of how to show the new style of the capital, lead the new concept of public welfare, and create a audiovisual feast for public welfare. Being in the venue is like the warmth and kindness of home.

Government's vision: I hope to make more high -quality public welfare advertising works

The Beijing International Public Welfare Advertising Conference was founded in 2019 and has been successfully held for three sessions. No matter which session, you are following a concept and pursuing common goals: creating all conditions, supporting social groups to produce more loud and positive public welfare advertising works, time, this pursuit has never changed.

At the opening ceremony, Yuan Tongnan, director of the Management Department of the Media Institutions of the State Administration of Radio and Television, introduced that in recent years, the national radio and television system has seriously settled the important instruction spirit of General Secretary Jinping "advertising and also talks". Deployment, strengthening organizational leadership, coordinating planning, carefully arranging, solid promotion, the content of the public welfare advertisement of radio and television, the quality of the number of public welfare advertisements, significantly improved quantitative quality, more diverse expressions, and continuous expansion of communication channels. It is welcomed by the masses.

The radio and television system closely cooperates with the important activities of the party and the country, major theme publicity, and important time nodes. Approval of excellent works. Many of these works are organized by the Beijing Radio and Television Bureau. The Beijing Radio and Television Bureau has always been at the forefront of the country. Essence

Wang Jiequn, secretary of the party group and director of the Beijing Radio and Television Bureau, said: For the forty years of public welfare advertisements in my country, the same resonance with the times, the party and the country has stimulated the spiritual power of the whole society up and good. The Beijing International Public Welfare Advertising Conference is closely linked to the first Beijing Cultural Forum, and the beauty chapter of the ancient capital culture is slowly launched. The conference fills the gap of the special public welfare advertising event in the international sector and has a milestone significance.

In recent years, the Beijing Radio and Television Bureau has promoted government funding support, platform construction, talent cultivation and public welfare advertising boutique creation, forming a policy and mechanism for the development of public welfare advertising throughout the process. 638 public welfare advertisements "Civilized Exchange Glory and Glory", "Mountains and Rivers Without Heroes Immortal" recorded the new era, writing a new era, and singing a new era of public welfare advertisements, which stood out and moved countless audiences. We focus on the natural communication advantages of "short, small, fast, and wide", and explain the great spirit of party building with "small incision, big theme", "small story, big era", and painting the national development scrolls that have a collaborative country. The high -quality public welfare advertising boutique has expanded mainstream public opinion, creating a strong atmosphere for the 20th victory of the party.

To "inherit" the soul of Chinese traditional culture. It is necessary to draw nutrition from the continuous history of the Chinese nation for more than 5,000 years, tap and explain the meaning of the times of Chinese excellent traditional culture, and actively set up public welfare advertising issues, promote the Chinese nation's respect for virtue, Kuang Zhengzheng, good faith, and filial piety, Traditional virtues such as hard work and frugality, nourishing and rich spiritual worlds. "Innovate" compatibility to show the beauty of the first goodness. Beijing is carrying, attracting, fusion, extraction, and developing cultures of all parties with its broad minds. It is necessary to accelerate the construction of an international discourse system with public welfare advertising as a carrier, so that public welfare advertisements have become a living force that serves the country's opening up, establishes national image, and tells Chinese stories.

Public welfare advertisements have played an important role in value shaping, model demonstration, behavior specifications, cultural heritage, and cultural heritage with distinctive ideological orientation, theme public welfare, expression of art, and content popularity. Mobilize multiple parties and take the initiative to integrate into social governance. It is necessary to empowerment in both directions and promote the deep integration of culture and technology. From plane to radio and television, public welfare advertisements are presented to the webbage linkage and cross -screen communication. In recent years, we have taken the lead in the public welfare advertisement "A drop of water" given by 8K technology, achieving iterative upgrades of audiovisual experience, and promoting public welfare advertisements to pass farther, wider, and more touching. It is necessary to coordinate supply and build a sustainable development chain of public welfare advertisements. It is necessary to actively cultivate a variety of suppliers, gather and transform the cultural advantages, scientific and technological advantages, and talent advantages of the capital, mobilize the enthusiasm of the whole society to participate in public welfare advertisements, participate in public welfare communication, and participate in public welfare actions, and jointly write the Chinese nation to build dreams and dreams of dreams. Chapter.

The expectations of the people: shape the good humanistic environment with excellent public welfare advertisements

2022 The 4th Beijing International Public Welfare Advertising Conference Summit Forum aims to learn and implement the spirit of General Secretary Xi Jinping's important speech, focus on the research of public welfare advertising theory, boutique creation, technology use and international communication, pay attention to the impact of public welfare advertising works on society, explore how to use public welfare public welfare Advertising is the promotion of the harmonious development of Chinese society, promotes the joint construction of the community of human destiny, and strives to write a new chapter in the development of public welfare advertising. Zhu Yannan, Secretary of the Party Committee and Director of the State Administration of Radio and Television's Broadcasting and Television Development Research Center, summarizes the ten -year public welfare advertisement from the perspective of a public welfare advertising researcher and the perspective of many public welfare advertising reviewers. He believes that: doing public welfare advertisements must have a strong sense of public welfare, which is essentially the people's feelings. Maintaining deep people's feelings must become the life beliefs and creation pursuit of socialist entertainment workers, always happy to be happy with the people of the people, worry about the people of the people Only by worrying, you can always maintain a pair of vision that you are good at discovering, and you can move from the heart of the people's public welfare. This public welfare is just representing political standing and people's positions, reflecting social consciousness and social responsibility. The highest state. The creators and his works are flowing naturally, freely and unrestrained, deliberately sensationality but clumsy. Only in this way can generally less public welfare advertisements and more quality masterpieces can be used to reflect more people's feelings of people's feelings. The public welfare advertisement that shows the spirit of the people becomes the light in the hearts of all people, making people spiritual identification the spiritual quality of the contemporary Chinese people's straight waist.

Do a good job of public welfare advertisements. We often talk about the content in the industry as the king. The content I understand is that the king is not from the supply side, nor is it interpreted from the demand side. I think that Wang represented the inherent regulatory of the content. One of the smallest changes in it contains the Chinese view, philosophy, and cultural concept of the Chinese people. The king is Wei also, the world is admired by the people of the world. Zhang Zai, the Northern Song Dynasty, said that it is for the heavens and the earth, the life of the people, the successive learning for the past, and the peacefulness of the world. In the context of the content of the king, we understand that the content creation is to make the heart and the earth. The heart, the soul is to set the soul. To make life for the people, the people are supreme and people are the center. For the past, the successful learning is to promote the excellent traditional culture of China. To open the peace for the world is the community of human destiny.

The public welfare advertising industry with Chinese characteristics has assumed an important mission in the process of promoting the international communication system and the construction of communication capabilities. We have read a large number of public welfare advertisements that are quite good in the world. They are telling the story of our own people. The public welfare advertising industry with Chinese characteristics should tell the story of China from the perspective The new type of communication system and communication system expressed by the Chinese culture world. In this regard, we have a long way to go. We must only compete for the day and night, the cultural power, the national rejuvenation, and the time nodes have been planned. There is no time to delay.

Professor Chen Gang, Dean of the School of Journalism and Communication of Peking University and Dean of the Beijing International Public Welfare Advertising Research Institute, delivered a speech on the Summit Forum, "Thinking for the Development of Global Public Welfare Advertising Development", and took this opportunity to start the "2021 Global Public Welfare Advertising Development Report (Blue Book ) "(Hereinafter referred to as the" Blue Book "), explained the current status and trend of global public welfare advertising in 2021, providing inspiration and reference for the development of China's public welfare advertising. First, better play the role of public welfare advertisements in the construction of China's international communication capabilities. Our public welfare advertisement was more about a development in our country. In 2021, General Secretary Xi Jinping specifically emphasized in the study school of the Political Bureau of the Central Committee that it is necessary to tell the story of Chinese stories, spread the voice of China, and show the true three -dimensional comprehensive China, and strengthen the construction of international communication capabilities. This is a mission for the advertising industry. Advertising is a very important type of communication, a tool for communication. In advertising, the role of public welfare advertisements is the most important way, because public welfare advertisements have more consensus and more exchanges in the world. From the perspective of global development, we think about our value of China. From the perspective of global development How to respond to such concepts of our China and global attention, which proposes a mission, which is also the direction that our public welfare advertising research needs to be further deepened in the future.

As a major town of international public welfare advertisements, can Beijing have a bigger actions in this regard. Promote the development of global public welfare advertising and contribute to the community of human destiny. From the current research, the development of global public welfare advertising does need to be studied, and the current research is not enough. In a sense, this is an area that needs to be expanded. In this study, facing many challenges. In the process of data, cases, and data search, it is a top priority to study the development of global public welfare advertising and build the development platform of global public welfare advertisements. Through such a kind of effort, we seek common ground while depositing and create consensus. Times, in the environment where the global pattern is changing violently, public welfare advertisements should assume new historical mission. This is the direction we need to work together and the greatest value of discussion.

The dream of the industry: let public interest advertisements warm the true love of the earth every corner

In recent years, we have seen from a variety of data that my country ’s public welfare advertising has developed rapidly, and a large number of outstanding works stand out. From generation to generation, all kinds of outstanding talents have devoted themselves to public welfare advertising. Through our own efforts, they have achieved extraordinary results. Become a leader. Deng Xiangong, deputy director of the Broadcasting Film and Television Information Network Center of the State Administration of Radio and Television, delivered a speech on the title of "Excellent Creation Public Welfare Power to Promoting the New Wind", interpreting the creation of boutique public welfare advertising in the new era, and publishing the "National Satellite TV Channel Public Welfare Advertising Broadcast in the first half of the year 2022 in the first half of the year. "Data and ratings" shows the true data of China's public welfare advertisements. According to reports, in the first half of the year, the public welfare advertising of the National Satellite TV Channel was rich in content, covering the topics such as low -carbon, epidemic prevention and control, rural revitalization, World Reading Day, Winter Olympics, Flood and Flood Control, Times example, and anti -fraud.

Finally, Zhang Guohua, the global vice chairman of the International Advertising Association and the chairman of the China Advertising Association, delivered a speech on how to create higher -quality public welfare advertisements, "Careful Production and Real Records is the Effective Path of Public Welfare Advertising Development". Through the sharing of public welfare advertising cases, it explains how to actively practice the core values ​​of socialism in the new era, and better give play to the artistic effect of "seeing big love" in public welfare advertisements. He called for the Internet era that everyone can join the public welfare advertising industry to help the socialist spiritual civilization construction and cultural power strategy through more "big production, small cost" public welfare advertisements.

The theme of the 4th Beijing International Public Welfare Advertising Conference with the theme of "Public Welfare Concentric, Light and Shadow", in -depth focus on theme forums, master feasts, public welfare ceremony, creative collection contest, exhibition and screening, series of promotion activities. Advertising and public welfare operations are carriers to create an audiovisual feast for public welfare undertakings, let the light of the light of creativity gather together, build a dream blueprint for thousands of public welfare people, and use public welfare operations to advocate people to pay attention to public welfare, support public welfare, participate in public welfare, establish and new era The themes are the same as ideals and beliefs, carry forward traditional culture, show the spirit of Chinese spirit, and convey Chinese power. Pay attention to the 2022 Fourth Beijing International Public Welfare Advertising Conference, let us promote the prosperity and development of China's public welfare advertising industry together.

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