The Future of Advertising in China
采访18位中国广告专业人士，探讨广告创意在中国市场的未来，发现从业者与客户在创意角色和价值上存在显著紧张关系，并关注大城市以外消费者。
Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace. the authors of the current study interviewed 18 key advertising professionals based in China about what they considered to be the future of advertising creativity in a Chinese context. The interviews exposed significant and surprising tensions between practitioners and their clients in relation to the role and value of creativity, as well as toward consumers located outside the larger cities in China. the emergence of China’s creative advertising voice is viewed as dependent on many factors, including increased collaboration between the numerous industry players.