Entrusted in the new era to write a new chapter 2022 The theme Forum of the 4th Beijing International Public Welfare Advertising Conference

Discuss how China ’s public welfare advertising is fulfilled in the new era, the prosperity of cultural undertakings and cultural industries, and help the construction of the national cultural center. On the morning of August 10th, the theme Forum of the Fourth Beijing International Public Welfare Advertising Conference "Endriends New Era Concern in the New Era" was held in Beijing Shougang Garden. Yang Peili, deputy director of the Beijing Radio and Television Bureau, delivered a speech on the spot. This forum was chaired by Zhou Wei, executive member of the Academic Committee of the China Advertising Association.

Deputy Director of Beijing Radio and Television Bureau

Yang Peili

In his speech, Yang Peili stated that this year is the year of the 20th National Congress of the Communist Party of China. It is necessary to thoroughly implement the important instruction spirit of General Secretary Jinping's "advertising to publicize", and closely focuses on the 20th National Congress of the Communist Party of China to welcome the publicity and implementation of the party. The main line, focusing on the "Fourteenth Five -Year Plan" and the vision goal of 2035, has made public welfare advertisements a policy policy of propagating the party, and an important carrier of the Chinese Communist Party's spiritual spectrum. It is hoped that colleagues in the public welfare advertising industry will bear the mission of the times, keep up with the pace of the times, and give full play to the positive role of public welfare advertisements to lead the trend of the times and spread the mainstream value. Always stand at the overall perspective of the party and the country, always adhere to the people -centered creative orientation, always commitment to the national spirit of patriotism as the core, and the spirit of the era of reform and innovation as the core, with more excellent public welfare advertising works Record the new era, express the new era, and sing a new era. Gathering the majestic power of public welfare advertisements and public welfare spread, and welcoming the 20th National Congress of the Party with excellent achievements.

Professor of Central Party School (National Academy of Administration)

Li Xingguo

Professor Li Xingguo of the Central Party School (National Academy of Administration) said that the national image is the combination of a country's cognition of its own and other behaviors in the international system. It is the result of a series of information input and output. The "national image" is a comprehensive impression of the history, reality, political, economic, cultural, lifestyle, and values ​​of the history, reality, economy, culture, lifestyle, and values ​​of a country and their psychology. In the Internet era and the social fragmentation of society, but people's hearts and culture cannot be fragmented. Chinese culture is conducive to innovation and has strong tolerance. Charity advertisements have a great promise in spreading the national image and context inheritance and highlighting cultural self -confidence.

The General Manager of the General Manager of the Central Radio and Television Department

Deputy Director Liu Ming

Liu Ming, deputy director of the General Manager's Office of the General Manager of the Central Radio and Television, said that the distance between audiences and public welfare advertising works is not equal to the distance between the audience and the story itself. Innovate the expression of expression, tell a good story, reflect the spirit of the times, reflect the appearance of the people, trigger a wide range of resonance, and let the propaganda of the main theme enter the mind. Innovation gives public welfare advertising to give strong vitality. The main theme public welfare advertisement should take innovation as the motivation, develop towards integration, cast quality with ingenuity, and cast brands with quality.

Deputy Chief Editor of Phoenix Network

Sun Xuemei

Sun Xuemei, deputy editor -in -chief of Phoenix.com, shared the public welfare exploration and practice of Phoenix.com in recent years, telling the public welfare advertising cases that pay attention to the hearing impaired people, the revitalization of the countryside, and the protection of minors. She said that Phoenix.com regards public welfare as a very important part and has done a lot of public welfare advocates. In 2016, the public welfare platform was launched to understand the demands of all parties to help the establishment of a special fund for public welfare advocacy, and to work with the public welfare institutions to do offline activities.

Chief Investment Officer of Chunghwanet

Lu Wenlong

Lu Wenlong, the chief investment officer of Zhonghuanet, said that creating a Chinese brand brand must take culture as the soul, science and technology as the base, and the channel as the king. The first culture is the soul, which is a characteristic culture in China, such as China's non -heritage, food, beauty, and even wine culture and tea culture. The second point is technology -based. Use technology to conquer the world and provide better products to the world. Good culture, good products are business cards that are very good in Chinese culture. The third point is that the channel is king. Communication is to occupy overseas channels. Localization, multi -language, and storytelling are three specific practices. In recent years, Chinanet has created Chinese cultural business cards through public welfare actions such as "Shouyi China", overseas China Zhou, Foreign Chinese Cultural Experience Bank, and urban overseas communication. In the web3 era, the creation of Chinese business cards should reflect "beauty and the United States" and achieve "co -creation, sharing, symbiosis, and win -win."

Director of iQiyi Public Affairs Department

Zhang Xiaoxiao

Zhang Xiaoxiao, director of the iQiyi Public Affairs Department, said that in 2012, iQiyi took the lead in launching a public welfare channel on domestic video websites. In recent years, iQiyi has implemented public welfare practices such as rural teacher care plans, light and shadow help growth plan, and public welfare advertising with the advantages of its own platform. Facing the future, iQiyi will continue to pay attention to the field of public welfare charity, fulfill social responsibility, gather and transmit public welfare forces, and let dreams bloom.

Assistant Chairman of the Star Public Welfare Foundation

Jiang Lin

Ms. Jiang Lin, assistant to the chairman of the Star Public Welfare Foundation, said that from athletes to public welfare, China needs more public welfare operators. Gathering is a fire, scattered like a star. By gathered the power of hundreds of Olympic champions and world championships, funded Chinese poverty and injured and disabled athletes, promoted the sports spirit of "making their own championship", and encouraged young people to have their own gold medal on the stage of life. I hope that the spirit of sports will inspire more people to participate in public welfare and help China public welfare.

The conference is directed by the State Administration of Radio and Television, the Beijing Municipal People's Government, and sponsored by the Propaganda Department of the Beijing Municipal Committee of the Communist Party of China and the Beijing Radio and Television Bureau.The conference lasts for three days, mainly including the opening ceremony, theme forum, the master's feast, the series of promotion activities, the public welfare ceremony, the public welfare advertising work competition, and the display of outstanding public welfare advertising works.The conference uses public welfare advertisements and public welfare actions as a carrier, advocating people to pay attention to public welfare, support public welfare, participate in public welfare, and continuously promote society to good.(Supply of the Management Office of Media Institutions)

Author: Han Zhenzhong

Responsible editor: Liu Guodong An Weizhen

Technical: Beauty Tan

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