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广告学院“全球化中的广告”国际工作坊遴选通知

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   2016-11-09    浏览量:415
主题:Advertising in global arena

主讲人:Professor Colin Sparks, Professor Jacques Guyot, Dianjing Li

时间:1112 09:30-12:00 14:00-16:30

1113 09:30-12:00 14:00-16:30

地点:广告学院4楼手持终端实验室

语言:英语

现面向研究生及高年级本科生进行开放报名。请有意报名参加的同学在1111日之前,以“学院+专业+英语水平”为标题,发送报名信息至邮箱:1062193314@qq.com;或联系131-4665-4372咨询。也欢迎有兴趣交流的教师参与。

 

主讲人:

Professor Colin Sparks

现为香港浸会大学传理学院讲座教授,兼媒体与传播研究中心主任,威斯敏斯特大学传播学荣誉教授,多种国际学术期刊编辑,其为Media,Culture and Society 的发起人和编辑之一,在传播学研究领域享有国际声誉。 1974-2011年在英国威斯敏斯特大学任教,担任传播艺术学院院长,并创立英国第一所中国媒体研究中心。出版著作涉及BBC、报纸、传播、媒体全球化等多项领域。1979年创立Media, Culture and Society,这本期刊在目前仍是欧洲顶尖之一的传播学期刊。出版著作《发展、全球化和大众传播》等3部,在Journal of Communication等国际权威期刊发表论文40余篇。同时担任等期刊的编辑委员会成员。

 

Professor Jacques Guyot

法国巴黎第八大学媒体、技术与国际研究中心教授。代表著作:Les archives audiovisuelles. Histoire, culture, politique, Paris, Armand Colin, 2011. Les techniques audiovisuelles, Paris, PUF (Que sais-je?), 1997. L’écranpublicitaire. Idéologie et savoir-faire des professionnels de la publicité dans laudiovisuel (1968-1992), Paris, LHarmattan, 1992.

 

Dianjing Li

英国威斯敏斯特大学传播研究员,研究兴趣为身份政治与媒体理论探索。最近的研究是探讨当下少数民族受众的日常媒介使用。

 

工作坊内容:

Advertising in global arena

Lecture 1:When advertising industries take over the field of communication

by Professor Jacques Guyot, Paris 8 University (2 hours)

Born along with the rise of consumer's society, advertising agencies were specialisedinpromoting commercial goods and services and usually operated at local or national levels.This is no longer the case and since the 1980s, advertisers have become major actors inshaping the public sphere through media financing, political communication, art andcreation, etc. Moreover, in the era of economic and cultural globalisation, this branch of

activities expanded rapidly and extended its world wide networks.The purpose of the lecture is to analyse the shift from purely commercial activities to bigtransnational agencies whose methods directly affect the means of communication and theway to mediate cultural, social and political issues.

 

Lecture 2: Globalisation in transitional societies

by Professor Colin Sparks, University of Westminster/ Hong Kong Baptist University(2 hours)

The lecture would help us understand the phenomena of globalisation in transitionalsocieties like China. What is ‘globalisation' and ‘transitional societies’? Why are the twoterm important? How do we combine the two complicated concepts together to makesense about the world? The lecture would provide an inspiring angle for students fromAdvertising School to critically locate the ‘adverted’ products in the context of globalisation.

 

Lecture 3: Audience of transcultural media in China

byDianjing Li, PhD candidate, University of Westminster(2 hours)

From the perspective of audience study, this lecture would introduce general methodological theories on researching transcultural media, which might be helpful for students to locate the transcultural media and their diversified users in contemporary China. Though both quantitative and qualitative research methods would be included, the dialogues between media studies and anthropology would be highlighted.

 

Workshop 1: A local perspective: International advertising in China(Group work)

1. Content Features of the international advertising contents? Changes?

2. Product What are the internationally advertised products in China?

3. Media Advertising strategies in China? On what platforms?

4. Industry Advertising agencies are dying? Challenges and solutions.

5. Audience. Who are the audience of international advertisements in China?

 

Workshop 2: Research methods on global media

Students need propose a research plan on global media phenomena, which should include the seven elements provided below: Title (topic), Abstract, Research Background, Research Questions, Research Methods, Significance of Research, Reference. (Group work)

本工作坊系中国传媒大学双一流建设支持项目

广告学院

2016/11/7

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