Advertising Evolution & Driving Forces | Linxin Deng | TEDxJLHX Intl School Youth

Key Concepts

• Advertising Evolution
• Past Advertising Characteristics (Centralized, Prime Time, Collective Memory)
• Modern Advertising Formats (Short Videos, Product Placement, Soft Advertisements)
• Shift from National Memorability to Precise Resonance
• Personalized and Diverse Content
• Inclusivity and Down-to-Earth Attitude
• Campus Activities as Micro-Practices of New Advertising Concepts
• Diversity and Inclusion
• Self-Identity and World Connection
• Customized Choices
• Subtle Changes in Advertising

Advertising Evolution and Logic

This discussion explores the transformation of advertising, contrasting past methods with contemporary approaches, and highlighting the underlying logic driving these changes.

Characteristics of Past Advertisements

In the past, advertising primarily relied on television, newspapers, and radios. This era was characterized by a centralized examination and dissemination model. A prime example is advertisements being shown during prime time every day on China Central Television, which allowed for nationwide reach. This centralized model emphasized concepts and communicative scenarios with simple visuals. The consistent exposure during prime time helped form a collective memory, explaining why older generations are familiar with these advertisements.

Today's Advertising Formats

The contemporary landscape sees a significant shift in how information is consumed. Teenagers today predominantly use mobile phones to receive information, moving away from fixed-time television viewing. While cable TV remains popular among older generations, the fast-paced modern lifestyle has led to a preference for regulated time spent scrolling through phones. This has resulted in a lack of patience for watching entire videos, directly contributing to the popularity of short video ads.

Furthermore, product placements in TV shows and movies have become more prevalent. The speaker notes observing this in stand-up comedy, where products are integrated into performances, transforming from awkward promotions into unique punchlines. This trend signifies a move towards soft advertisements, which are increasingly integrated into variety shows and movies, indicating their dominant position in everyday life.

Transformation of Soft Advertising

The evolution of soft advertising has moved from aiming for national memorability to pursuing precise resonance. Modern soft advertisements offer personalized and diverse content, adapting to fast-paced lives. Advertising has expanded beyond luxurious scenes and celebrity endorsements to focus on vivid individuals in society. This includes public welfare shorts advocating for people with disabilities and brand campaigns showcasing diverse family forms and capturing their wants. Advertising is embracing richness and diversity with a more inclusive and down-to-earth attitude.

Inclusion and Diversity in Personal Development

The concept of inclusion inspired by advertising is not abstract but can be experienced firsthand, particularly within the context of an international department's student growth. The speaker suggests that students in such environments are well-positioned to feel the charm of diversity. This inclusion and diversity are not confined to screens but are rooted in personal development.

Campus activities are presented as micro-practices that demonstrate new advertising concepts. For instance, participating in Model United Nations involves transforming into diplomats from different countries. This act of speaking for diverse identities mirrors how modern advertising respects unique identities globally to build dialogue. Similarly, in a linguistic club, exploring the culture code behind words is akin to advertisements showcasing cultural diversity, fostering understanding of others while clarifying one's own identity.

The speaker emphasizes that advertising, by capturing reality through different lenses, allows for firsthand experience. These experiences highlight that inclusion is not an empty slogan. Seeing the world through different perspectives, respecting uniqueness, and crossing boundaries are practical applications of understanding differences. The connection between being seen and respected is identified as a touching change in advertising.

Shift from Integration to Self-Discovery

Historically, advertisements dictated what everyone should like. In contrast, modern advertising focuses on enabling individuals to find themselves in the world. Examples include milk tea shops offering customizable toppings based on personal preferences and craft stores allowing DIY personalization of shapes and homes. Advertising is shifting from teaching how to integrate into the world to how to find ourselves in the world.

The context of advertising has moved beyond unreachable promotions to become customized choices, such as in milk tea shops, or posters on school boards that accommodate different strengths. These advertisements act as gentle mirrors in life, conveying that individuals can find a sense of belonging and connect with like-minded people, regardless of their strengths or preferences.

The connection between self-identity and the world is not a grand topic but is embedded in these subtle changes in advertising. As advertising embraces differences, individuals are encouraged to stick to their identities more. As advertisements convey vastness, the connection with the world is discovered to be everywhere, present in books read, stories experienced, and even in moments of being seen by advertising.

Conclusion

The evolution of advertising reflects a fundamental shift from a broadcast, one-size-fits-all approach to a personalized, inclusive, and resonance-driven model. This transformation is driven by changing media consumption habits, technological advancements, and a growing societal emphasis on diversity and individual identity. Modern advertising, by embracing these principles, not only influences consumer behavior but also mirrors and shapes our understanding of ourselves and our place in the world.