2022 The 4th Beijing International Advertising Conference Forum is successfully concluded

Every public welfare advertisement is a beam of light.

When light and light together,

Numerous people with aspirations are trapped and concentrated;

Focus on the sight of the thousands of action factions and stay along the shoulders!

On August 11, the 4th Beijing International Public Welfare Advertising Conference with the theme of "Public Welfare Concern Lights and Shadow" came to an end.

Together: Create a comprehensive multi -audiovisual feast with the idea of ​​public welfare

As a major event in the public welfare advertising industry, this conference once again focused on the production and broadcast of public welfare advertising. The collection and screening of outstanding public welfare works that promote activities and a combination of online and offline, maximize the public welfare advertising feast covering the public welfare advertising feast covering reports and exhibitions, learning and exchanges for thousands of public welfare advertisers.

In the end of the conference, the leaders of the state ministries and commissions and the relevant departments of the Beijing Municipal Government participated in the conference, as well as experts and professors from the domestic and foreign public welfare advertising industry, and many emotional news media and online platforms joined. The public welfare enthusiasts from all walks of life closely focused on the key base of the two major public welfare advertisements of "goodwill" and "creative", and discussed the topics of public welfare advertising creativity, production, broadcasting, marketing, communication and other topics to lead the new concepts of public welfare and create new public welfare new ideas. Career and suggestions. The organizer hopes that the conference will gather all aspects of the public welfare advertising industry chain to help the development of the public welfare industry with practical actions, and gradually transform the past "+public welfare advertisement" model into "public welfare advertisements+" to exert the initiative of public welfare to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the initiative to change the change of public welfare. All walks of life.

Yuan Tongnan, director of the Management Department of the Media Institutions of the State Administration of Radio and Television, said in his opening ceremony that it is necessary to vigorously implement the quality improvement project of public welfare advertising, strive to launch more excellent works, and continue to strengthen guidance and support to further stimulate the participation of the systems and society from all aspects of society. The enthusiasm of public welfare advertising creation must meet the requirements of building a large -scale development pattern, and vigorously promote the all -media multi -brand communication, integration communication and international communication of public welfare advertisements, and enhance the effectiveness of publicity.

Wang Jiequn, Secretary of the Party Group and Director of the Beijing Radio and Television Bureau, put forward three points of inspiration on the creation and development of future public welfare advertisements: First, the "peak" of the era, writing the historical mountains and rivers of the Chinese land with public welfare advertisements. The second is the "source" of the spirit of the spirit. The third is the "ambition" of making progress and cultivating newcomers in the era with public welfare advertisements. Public welfare advertisements should use their own advantages to play a greater role in the new journey of the great rejuvenation dream of the Chinese nation.

Repulse: With the heart of public welfare, the sound of premiere public welfare- "Your Voice"

Public interest advertising link public welfare operations. At the opening ceremony, the premiere of the public welfare advertisement "Your Voice" focused on grass -roots governance attracted a lot. The advertisement is jointly produced by the Municipal Party Committee's "Rescue of the Office" reform special leadership group, the Beijing Municipal Administration Service Administration and the Beijing Radio and Television Bureau. The main line, describing the vivid practice of "receiving appealing" to practice the original mission, has long been incorporated into the hotline of the citizen's daily life, so that Beijing's cities are more temperature.

For a long time, public welfare advertisements have played a special role in propaganda policies, communication concepts, leading the times, and helping social governance. As a kind of communication content that serves human beings and does not have commercial attributes, public welfare advertisements must bear a certain artistic mission and social responsibility. While conveying goodwill to the audience, they also need to output cultural content and high -quality cultural content and high quality of the spirit of the times. Aesthetic Value. In the new era, public welfare advertisements need to focus on social hot issues, accurately grasp the psychological needs of the audience, and gently hit the audience's inner pain points with "humanity" and "appeal", win emotional identity, cause autonomous thinking, and finally get ideal Propaganda effect.

Zhu Yannan, director of the Radio and Television Development Research Center of the State Administration of Radio and Television, emphasized in the conference speech: "Being public welfare advertisements must have a strong sense of public welfare, which is essentially the people's feelings. Faith and creation pursuit, always happy to be happy with the people, and worry about the people's worries.

Resonance: In the name of public welfare, build a public welfare body- "big audio -visual public welfare communication community"

In order to promote the spirit of public welfare, promote public welfare, show the spirit of China, and convey the power of China. For the first time, this conference faces the news media and Internet platforms to issue a co -construction of the "Community of public welfare communication community". Resonance, strive to create a new situation of audiovisual public welfare advertisements. The news media and Internet platform representatives such as Guangming.com, Beijing Time, Beijing -Tianjin -Hebei, Baidu Group, Sina.com, iQiyi, Youku, Kuaishou and other representatives signed the initiative and promised to fulfill the social responsibility of good public welfare communication.

This conference also released the "Global Public Welfare Advertising Development Report in 2021" for the first time. The Blue Book demonstrated the research results of public welfare advertising from various aspects. Chen Gang, Dean of the School of Journalism and Communication of Peking University and Dean of the Beijing International Public Welfare Advertising Research Institute, said that China Public Welfare Advertising has gone at the forefront of digital innovation, and also shows new features: the participation of mobile Internet users has increased, and public welfare advertisements are to public welfare. Communication and transformation, creativity no longer only originated from advertising companies. He said that in the next step, public welfare advertisements should play a role in "spring wind and rain" and "silent" in the field of international communication. The founder of Changxin Media, screenwriter, director, and producer Guo Jingyu believes that the film and television industry, especially the TV drama production industry, must integrate and resonate with public welfare advertising. Creators in the film and television industry will provide more interesting and more interesting creativity for public welfare advertisements, and public welfare advertisements can provide the opportunity to exercise for film and television creators and bring more subject matter to the film and television industry. We should seize the short video high -speed high -speed The opportunity for development will join forces to discover and cultivate more outstanding young talents.

The three -day 2022 4th Beijing International Public Welfare Advertising Forum link, focusing on the theoretical research, boutique creation, technical application, social governance and international communication of public welfare advertisements, explore how to apply public welfare advertisements as a carrier to promote the joint construction of human destiny together community.

Although the 4th Beijing International Public Welfare Advertising Conference came to an end, the Creative Creating Competition and the Charity Ceremony continued. In the process of strengthening the "help, supporting, supporting strength, supporting specialty, supporting new, and original creation" of high -quality public welfare advertisements, in all aspects of creativity, production, broadcasting, marketing, and dissemination of the public welfare advertising industry chain, Beijing International The public welfare advertising conference will continue to help the creation of high -quality public welfare advertisements with temperature, depth, and emotion, injecting new kinetic energy and new potential energy for the innovation and upgrading of China's public welfare advertising industry, and to make due contributions to the promotion of the whole society.

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