On November 30th, the 9th Computational Advertising and Brand Communication Innovation Forum, coupled with the National First-Class Advertising Major Construction Seminar, was successfully held at Guangdong Advertising Group Co., Ltd (GIMC). Under the theme “Intelligent Cognition of the World, Smart Communication of Brands,” this forum is part of a series of academic activities celebrating the 20th anniversary of the School of Journalism and Communication at South China University of Technology (SCUT).
The event was jointly organized by the Social Science Office, the Academic Affairs Office, and the
Graduate School of SCUT. It was co-hosted by the School of Journalism and Communication and the Future Technology School of SCUT, and co-organized by GIMC and Guangzhou Shengda Advertising Group Co., Ltd. The forum received strong support from the Guangdong Advertising Association, Guangzhou Advertising Industry Association, Wuliangye Yibin Co., Ltd., and Biem.L.Fdlkk Garment Co., Ltd.
The forum attracted attention from prominent academic journals such as Journalism and Communication Research, International Journalism, Journalism Circle, Academic Research, Journalism and Communication Review, Journal of Shanxi University, and Modern Advertising (Academic Journal). Scholars and industry professionals gathered to present a splendid academic feast.
Group Photo of All Guests
The forum was divided into six main segments:
Main Forum: The theme was “Intelligent Cognition of the World, Smart Communication of Brands,” featuring 10 keynote speakers and two panel reviewers who shared their insights.
Editor’s Forum: Titled “Interdisciplinary Integration and Autonomous Knowledge Production of Journalism and Communication.”
Five Parallel Forums:
o National First-Class Advertising Major Construction Seminar: Focused on the construction and innovative development of advertising majors in the digital intelligence era.
o Construction of Autonomous Knowledge System of Computational Advertising.
o Urban Communication and International Communication of Chinese Brands.
o 9th South China University of Technology Interdisciplinary Young Academic Salon: Centered on AIGC and multimodal creative content production.
o Young Scholars Session on Computational Advertising and Brand Communication.
Over 200 guests and scholars from across the country explored industry frontiers and shared intellectual achievements.
Opening Ceremony
The opening ceremony was hosted by Tan Zhiwei, Secretary of the CPC Party of the School of Journalism and Communication, SCUT. He extended a warm welcome to all guests on behalf of the school and expressed sincere gratitude to friends who have long supported the institution, coinciding with the school’s 20th anniversary.
Tan Zhiwei Secretary of the CPC Party of the School of Journalism and Communication, SCUT
Chen Gang, Dean of the School of Journalism and Communication at SCUT, introduced the school’s current status. He highlighted the achievements in talent cultivation, academic research, and platform construction under the university’s Double First-Class initiative. He emphasized that the successful holding of this forum provides a solid foundation for the school’s integrated development. Chen Gang thanked all guests for their attendance and acknowledged the strong support from organizations such as GIMC.
Chen Gang Dean of the School of Journalism and Communication, SCUT
Pang Yujuan, Executive President of the Guangdong Advertising Association, congratulated and thanked the organizers of the forum. She noted that intelligent technology is rapidly reshaping global perceptions and profoundly affecting the advertising industry and brand communication. Pang Yujuan emphasized the forum's focus on constructing national and first-class advertising majors, aiming to improve teaching quality, scientific research, and practical skills to cultivate high-quality advertising and brand communication talents for the intelligent era.
Pang Yujuan Executive President of the Guangdong Advertising Association
Zhong Minxiong, President of the Guangzhou Advertising Industry Association, warmly welcomed and congratulated attendees at GIMC. Reflecting on his observations at the China Advertising Festival, he stated that the integrated development of modern advertising requires innovative and unconventional approaches. Zhong Minxiong highlighted that cross-disciplinary integration and exchange are future trends in the discipline. He also mentioned that intelligent communication is pivotal for future interactions, and both industry and academia need diverse and comprehensive talents. He stressed that the rapid development of technology presents both opportunities and challenges, raising the standards for talent cultivation and integration.
Zhong Minxiong President of the Guangzhou Advertising Industry Association
At last year’s 3rd Computational Advertising and Digital Brand Innovation Forum and National First-Class Advertising Major Construction Seminar, the Computational Advertising Academic Alliance was officially established. This year, the alliance expanded by adding eight more universities, bringing the total to sixteen.
Certificate Issuance Ceremony of the Computational Advertising Academic Alliance
Representatives from the founding universities, including Professors Duan Chunlin (SCUT), Huang Shengmin (Communication University of China), Chen Gang (Peking University), Yao Xi (Wuhan University), Jiang Zhibin (Shanghai International Studies University), Yang Xianshun (Jinan University), Li Huajun (Huazhong University of Science and Technology), and Yan Jingyi (Zhengzhou University), participated in the ceremony. Chen Gang, Dean of the School of Journalism and Communication at SCUT, and Pang Yujuan, Executive President of the Guangdong Advertising Association, presented certificates to the representatives.
Representatives of the Founding Universities
Representatives from the newly added universities, including Professors Yang Haijun (Shanghai University), Yang Xiaohong (Sichuan University), Gao Lihua (Beijing Technology and Business University), Wang Shuliang (Renmin University of China), Huang Yubo (Shenzhen University), Chen Subai (Xiamen University), Mo Meifeng (Hunan University), and Liming (Hubei University), also participated. Zhong Minxiong and Chen Gang presented certificates to these new members.
Representatives of the Newly Added Universities
Looking ahead, the Computational Advertising Academic Alliance will continue to support the professional development and disciplinary growth of computational advertising, aiming to establish an independent Chinese knowledge system for computational advertising and brand communication.
Achievement Release of the Computational Advertising Alliance
Over the past year, the Computational Advertising Alliance has achieved significant milestones. Leveraging the Guangdong Provincial Engineering Technology Research Center for Big Data and Computational Advertising, the alliance organized six major events and published fourteen high-quality papers.
Grand Release of Achievements
In the presence of all participants, the Computational Advertising Academic Alliance, in collaboration with the GIMC AIGC Intelligent Communication Research Institute and Miaozhen Academy of Marketing Science (MAMS), officially launched the “2024 China Computational Advertising Development Trend Blue Book.”
“2024 China Computational Advertising Development Trend Blue Book” Launched
Main Forum
In the first half of the main forum, Zhang Qingyuan, Associate Dean and Associate Professor of the School of Journalism and Communication at SCUT, served as the host. Yang Tongqing, Director of the Advertising Research Institute and Professor at Capital University of Economics and Business, provided commentary.
Professor Yang Tongqing Director of the Advertising Research Institute at Capital University of Economics and Business
Keynote Speakers:
· Senior Professor Huang Shengmin, Doctoral Supervisor at the Communication University of China, delivered a keynote speech titled “New Navigation V: Hammers and Nails.”
· Yao Xi, Professor and Doctoral Supervisor at the School of Journalism and Communication, Wuhan University, presented “Analysis Dimensions and Development Logic of Intelligent Brand Communication.”
· Duan Chunlin, Professor and Doctoral Supervisor at the School of Journalism and Communication, SCUT, spoke on “The Logical Evolution, Paradigm Change, and Development Trends of Cognitive Computational Advertising.”
· Jiang Zhibin, Professor and Doctoral Supervisor at Shanghai International Studies University, discussed “Content Feature Optimization and Communication Environment Construction: The Impact Mechanism of Generative Intelligent Short Video Advertising on Consumer Purchase Intention.”
· Tan BeiPing, Vice President of Mininglamp Technology Group and Dean of MAMS, delivered “Generative Marketing: AI Inspires Disruptive Change.”
Professor Huang Shengmin Doctoral Supervisor at the Communication University of China
Professor Yao Xi Doctoral Supervisor at the School of Journalism and Communication, Wuhan University
Professor Duan Chunlin Doctoral Supervisor at the School of Journalism and Communication, SCUT
Professor Jiang Zhibin Doctoral Supervisor at Shanghai International Studies University
Tan BeiPing Vice President of Mininglamp Technology Group and Dean of MAMS
In the second half of the main forum, Han Hongxing, Professor and Doctoral Supervisor at the School of Journalism and Communication, SCUT, hosted the session with commentary by Gao Lihua, Director of the Personnel Office and Professor at the School of Media and Design, Beijing Technology and Business University.
Professor Han Hongxing Doctoral Supervisor at the School of Journalism and Communication, SCUT
Gao Lihua Director of Personnel Office, Professor at the School of Media and Design, Beijing Technology and Business University
Additional keynote speeches included:
· Yang Haijun, Doctoral Supervisor at the School of Journalism and Communication, Shanghai University, on “AIGC in Advertising Content Production and Innovative Pathways.”
· Yang Xianshun, Doctoral Supervisor at the School of Journalism and Communication, Jinan University, presented “The Paradox of Data and Humanity: The Alienation of Data in Intelligent Marketing Communication and Its Ethical Risks.”
· Yang Xiaohong, Doctoral Supervisor at the College of Literature and Journalism, Sichuan University, discussed “Surplus and Technological Ubiquity: The Impact on Human Behavior.”
· Li Huajun, Deputy Dean and Doctoral Supervisor at the School of Journalism and Information Communication, Huazhong University of Science and Technology, shared “Language as Algorithm: Content Production Paradigms under Generative AI.”
· Zhang Dengpeng, General Manager of Digital Intelligence Centre, Cloud & Media Business Group, GIMC, delivered “Generative Marketing: AI-Driven Disruptive Innovation.”
Professor Yang Haijun Doctoral Supervisor at the School of Journalism and Communication, Shanghai University
Professor Yang Xianshun Doctoral Supervisor at the School of Journalism and Communication, Jinan University
Professor Yang Xiaohong Doctoral Supervisor at the College of Literature and Journalism, Sichuan University
Professor Li Huajun Deputy Dean and Doctoral Supervisor at the School of Journalism and Information Communication, Huazhong University of Science and Technology
Zhang Dengpeng General Manager of Digital Intelligence Centre, Cloud & Media Business Group, GIMC
Editor’s Forum
Following the main forum, the Editor’s Forum, themed “Interdisciplinary Integration and Autonomous Knowledge Production in Journalism and Communication,” commenced with Professor Duan Chunlin as the moderator.
Participants included:
· Professor Zhu Hongjun, Executive Editor of Journalism and Communication Research, University of Chinese Academy of Social Sciences.
· Chen Yang, Deputy Editor of The International Journalism, Renmin University of China.
· Duan Jiping, Editor-in-Chief of The Journalism.
· Wang Bing, Researcher and Editor at Academic Research.
· Yao Xi, Editor-in-Chief of Journalism and Communication Review, Wuhan University.
· Li Xuefeng, Executive Editor of the Journalism and Communication section of Journal of Shanxi University, Shanxi University.
· Hu Shifeng, Chief Editor of Shangzhi Yuntu Teaching Service Cloud Platform.
They participated in a round-table discussion on the forum’s theme.
Sub-forum One:National First-Class Advertising Major Construction Seminar
Focused on “Professional Construction and Innovative Development of Advertising in the Age of Digital Intelligence,” chaired by Fu Jia, Director of the Brand Communication Department, Associate Professor at SCUT, with commentary by Yan Jingyi, Professor at Zhengzhou University.
Group Photo of Sub-forum One
Sub-forum Two: Construction of Independent Knowledge System of Computational Advertising
The first half was moderated by She Shihong, Professor at SCUT and Director of the Centre for Computational Advertising and International Communication of Brands at the Guangdong-Hong Kong-Macao Greater Bay Area Institute of International Communication, with commentary by Lin Shengliang, Professor at Jinan University. The second half was chaired by Chen Yunbo, Associate Professor at Jinan University, with commentary by Wu Shenggen, Director of the Advertising Department at Shanghai University.
Group Photo of Sub-forum Two
Sub-forum Three: Urban Communication and International Communication of Chinese Brands
Chaired by Dai Shifu, Associate Professor at SCUT, with first-half commentary by Zhang Dianjuan, Professor at Fudan University, and second-half commentary by Yu Yongjun, Professor at Lanzhou University.
Group Photo of Sub-forum Three
Sub-forum Four: 9th SCUT Interdisciplinary Youth Academic Salon
Themed “AIGC and Multimodal Creative Content Production,” chaired by Liu Xiaoying, Deputy Director of the Brand Communication Department, Associate Professor at SCUT. Lan Manyu, Deputy Director of the Social Science Office of SCUT, delivered an opening speech expressing gratitude and welcoming guests.
Group Photo of Sub-forum Four
Sub-forum Five: Computational Advertising and Youth Scholars of Brand Communication
Chaired by Chen Xi, Associate Professor at SCUT, with first-half commentary by Li Ying, Associate Professor at Shenzhen University. The second half was chaired by Cao Yixin, Postdoctoral Researcher at SCUT, with commentary by Shen Xuefeng, Professor at Guangxi Arts University.
Group Photo of Sub-forum Five
Conclusion
With the successful culmination of the “Intelligent Cognition of the World, Smart Communication of Brands,” the 9th Computational Advertising and Brand Communication Innovation Forum, coupled with the National First-Class Advertising Major Construction Seminar, has concluded. We extend our deepest appreciation to all esteemed participants for their invaluable insights and active participation. We eagerly anticipate convening at the next forum.
