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中国:广告业蓬勃发展 今年冬天,麦当劳公司向全球的电视观众发起新一轮广告攻势——以年轻人为主要目标的“我爱它”宣传大幕即将拉开,这是历史上第一次以源自中国的广告创意充当麦当劳全球宣传的先锋。目前中国的原创广告业正成为一颗新星,赢得了世界的瞩目。“上海将成为下一个原创广告中心。”亚得里那·霍利斯,这位全球第二大广告公司美国国际公众广告集团下属的L＆P Worldwide公司总裁,在9月份访华时评价说,“中国广告将走出一条融合中西特点的崭新路线”。据尼奥森传媒调查公司估算,全球广告客户2002年在中国市场上共投入了100亿美元,中国跃居为世界第5大广告市场,且市场份额极可能在年内再增长数十亿美元。以这样的速度发展下去,中国将在10年之内超过日本,成为全球第2大广告市场。
China: Advertising industry thrives this winter, McDonald’s launched a new round of advertising campaign to television viewers around the world - the “I Love It” campaign with young people as its main goal is about to start, which is the first time in history Advertising originals from China serve as a pioneer in global promotion of McDonald’s. At present, China’s original advertising industry is becoming a new star, has won the world’s attention. “Shanghai will be the next center of original advertising.” Adriana Hollis, president of L & P Worldwide, a subsidiary of American International Public Television, the world’s second-largest advertising agency, commented in a September visit to China that “ Chinese advertising will be out of a new line that combines the characteristics of China and the West. ” According to the Niosun Media Research Company, global advertisers invested a total of 10 billion U.S. dollars in the Chinese market in 2002. China ranks as the fifth largest advertising market in the world and its market share is likely to increase by billions of dollars during the year. At such a rate, China will surpass Japan in 10 years and become the second largest advertising market in the world.