建設上海Building Shanghai｜廣告宇宙小組Advertising Universe

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Building Shanghai

建設上海

(資料圖)

- 廣告宇宙小組 -

編者按Editor"s note:

人工智能的快速迭代迫使我們不斷去思考怎樣的教育才是面向未來的。有一點兒可以確定，就是要帶孩子真正去看世界，拓展他們的眼界和思維，將學校里學習的知識和技能與社會發展結合起來。

The rapid evolution of Artificial Intelligence forces us to keep thinking about what kind of education is future-oriented, and one thing we can be sure of is that we need to take studentsout to see the real worldso that they can broaden their horizon and put what they learn in a real context.?????

“建設上海”是宏潤博源學校為期一周的全校PBL學習項目。在建設上海周里，宏潤博源的學生走出教室，走進上海這座神奇的城市，做調研，參觀企業，與來自上海和世界各地的學者和專業人士對話，向從事不同工作的人們提問，以便更好地理解他們在學校的學習是如何與現實世界的挑戰相關聯的。

Building Shanghai is aseries of week-longPBL projects. During this week, SHBS students walk out of the classroom and into the wonders of Shanghai to do research, visit businesses, talk toscholarsand professionals from Shanghai and around the world, and ask people of different jobsquestions so that they can better understand how what they’ve learned at school relates to real-world challenges.

今年的建設上海在3月27日這周舉行，全校師生共同開展了十幾個PBL學習項目，先一起來看看廣告小組的探訪之路吧。

"Building Shanghai"started on March 27, Monday, this year. All teachers and studentsworked together andcarried out more than a dozen PBL projects. Let"s take a look at what the Advertising Universe did.

廣告宇宙小組

Advertising Universe

廣告，顧名思義，廣而告之，它的第一要義便是傳遞信息。在商業社會，廣告還具有展現產品或品牌的魅力、吸引消費者購買的作用。廣告根據傳播媒介可以分為傳統媒體廣告（報紙，電視，廣播等）、網絡廣告（橫幅廣告，彈窗廣告，搜索引擎廣告等）和移動廣告（原生廣告，視頻廣告，應用推廣等）。根據形式的不同，又被分為圖文廣告、視頻廣告和原生廣告。從目的上來說，商業廣告能夠服務商品，打造品牌，公益廣告則能夠宣傳公益事業，增強人們的社會責任。

Advertising, as the name indicates, means having something widely publicized, so its first purpose is to convey information. In the commercial society, advertising also serves topresentthe charm of products or brands and attract consumers to buythem. According to itsmedia, advertising can be divided into traditional media advertising (newspaper, TV, radio, etc.), network advertising (banner advertising, pop-up advertising, search engine advertising, etc.) and mobile advertising (protoadvertising, video advertising, application promotion, etc.). According toitsdifferent forms, it is divided into graphic advertising, video advertising and proto advertising. In terms of its purpose, commercial advertisements can promotecommodities and build brands, whilepro-bono adscan publicize public welfare undertakings and raisepeople"sawareness ofsocial responsibilities.

3月27日，建設上海的第一天，同學們在學校進行了一些前置搜索和學習工作。大家詳細整理了廣告的歷史、不同年代間不同廣告類型的市場占比及廣告行業在當下互聯網環境中的新動向等相關信息，為第二天的外出學習做準備。提出了許多關于廣告前沿的問題：“直播”興起，作為新興的廣告形式，在高傳播、高效率的優勢之下會不會出現一些隱患和問題？如何規范從業人員的職業素養？傳統的視覺與聽覺在展示產品的過程中有一定的局限性（比如無法匹配自己的身材臉型、無法感知商品的面料觸感……），未來有沒有可能產生全新的廣告形式？精準投放、大數據和用戶隱私的邊界在哪里？廣告倫理層面的未來會有哪些發展可能？AI技術將如何影響廣告行業？同學們用一天時間，進行了頭腦風暴，提出了許多有價值的問題。

On March 27, the first day of the week,students did some preparatory searching and learning atschool. We sorted out relevant information such as the history of advertising, the market share of different types of advertisingin different yearsand the new trends of advertising industry on the current Internetin preparation for next day’s visit. Many questions about the frontier of advertising were raised: As "livestreaming", an emerging form of advertising,rises, will there beanyhidden dangers and problems despite itsadvantages of high circulationand efficiency? How can we regulate the professionals in this trade? Since traditional visual and audio ways of advertisementhave certain limitations in the process of product display (for example, they cannot match individual customers" shape or look,and cannot be touched and felt), is it likely toinvent an entirely new typeof advertising in the future? Where is the boundary between accurate ad delivery, big data and user privacy?How will advertising ethics develop in the future? How will AI affect the advertising industry? The students spent one day brainstorming. As a result, they raisedmany valuable questions.

3月28日上午，項目組來到業內著名的天與空公司，進行了深度探訪。大家不僅參觀了整個公司，了解了廣告公司的業務分工和工作流程，還與業內資深專家進行了深度交流。下午，項目組來到ZENX知定堂，探索了廣告行業最前沿的整合營銷策略，并在技術人員的帶領下了解了人工智能在廣告行業的應用。

On the morning of March 28, our team went to Tian Yu Kong, a famouscompany in theadvertisingindustry for an in-depth visit. Not only didwevisit the whole companyand learnaboutthe division of business and work process of an advertising company, but also had an in-depth interactionwith senior experts in the industry. In the afternoon, our team visitedZENX,Zhidingtang, to explore the most cutting-edge integrated marketing strategy in the advertising industry. Led by technical staff, we came to understand how AI is appliedtothe advertising industry.

3月29日，基于前一天的探訪和研究，同學們整理和完善了相關資料，并進行了討論和思考。在未來，人工智能普及的大環境之下，廣告行業勢必發生翻天覆地的變化，同學們對“未來廣告”展開了想象。正如從業人員說的那樣，“真正帶動行業變革的人，可能會從其他的行業中突然顯現出來，進而改變整個行業”。晚上七點，同學們聆聽了楊瑩女士的線上的分享。楊女士從“廣告的概念”、“廣告項目如何從零到億”、“直播好玩嗎”、“我也想當網紅”等方面為同學們帶來了一場干貨滿滿的知識大餐。同學們通過這次分享對抖音平臺及直播行業有了更深刻的理解。

On March 29, based on theirpreviousvisits and research, students sorted out and improved the relevant data, held discussions and reflected on what they did. In the futurewhen AI becomes popular,great changes will surely take place in the advertising industry. Our group membersbegan to imagine the "future advertising". As advertisers have said, "people who can really bringchanges in an industry may suddenly emerge from other industries." At 7o "clock in the evening, studentsattendedMs. Yang Ying"s online sharingsession.She shared with us a lot of valuable information on topics such as"the concept of advertising", "how to increase the value of an advertisementproject from zero to 100 million", "Is livestreaming fun", and "I also want to become a network celebrity". By attending the sharing session,students hada deeper understanding of the Tic Tokplatform and the livestreaming industry.

3月30日，同學們來到蟻界大寧直播基地參觀，近距離感受直播行業的運作方式和直播方案的執行。業內老師們詳細地為同學們介紹了直播行業的現狀、項目的落地，直播現場的工作安排：直播并不是一個簡單的事情，需要幕前、運營、主播、幕后和操盤手的共同努力。在基地，訓練主播已經產業化，在這個門檻并不高的行業里，已經誕生了與其相關的課程體系，在未來更加完善的法律體系下，行業將會有更大的發展，廣告也更加離不開直播。

On March 30, students visited the YijieLivestreaming Headquarter toget to know on the scene about howlivestreamingindustry is operated and how their live streaming plan is implemented. Staff in the industry introduced the status quo of the live streaming industry, the landing of the project, and the work arrangement of the live streaming place: live streamingis not a simple thing, but team members from the front, the operation, the anchor, the backstage and the operatorneed to work together. In the base,we foundthe training of anchorshas been industrialized. Relevant course systems have been developed in this industry where it is not difficult for people to find jobs.In the futurewhen we have better legal system, the industry will have broader prospects fordevelopment, and the advertising will be more closely related to live streaming.

3月31日，項目的最后一天，同學們根據自己的分組開始了各自的匯總工作。文獻組的同學們根據整理出的文獻和數據畫出了示意圖，并交給海報組的同學制作項目海報；采訪組的同學們通過錄音整理出有效的信息；記錄組的同學們整理了相關的照片和視頻，剪輯出了有趣的項目vlog；整合組的同學們匯總了所有的音、視頻數據，開始了PPT的制作。中午11點，匯報組的同學走上講臺，為每個走進教室的人講解廣告組這周以來的探究結果。

On March 31, the last day of the project, students started wrapping up what they didin their respective groups. The students in the datagroup drew a sketch according to the sorted infoand data, and gave it to the students in the poster group so that they could makea poster for our project; The students in the interview group collectedeffective information from recorded audio clips; The students in the recording group sorted out relevant photos and videos and finished editing aninterestingvlog for ourproject; The students in the integration group collected all the audio and videoclipsand began to make the PPT. At 11 o "clock at noon, the students from the reporting group came to the podium and explained the results of the advertising group"s week-long research to everyone who walked into the classroom.

2023年，我們見證著區塊鏈、web 3.0、人工智能等各種新興技術的飛速發展，廣告行業在劇變的大環境中，有著屬于自己的困境和機遇。廣告不再是原本單一的形式，更趨向于整合營銷，通過各種平臺和媒介，運用各種方式實現它的功能。在當下，直播已經成為了重要的廣告形式，但人工智能普及的未來，或許虛擬主播將會取代真人直播，成為新的直播方式。從PGC到UGC再到現在的AIGC，大膽地想象，在未來，“人工生成廣告”將為每個用戶定制個性化的傳播系統，真正實現“千人千面”的廣告。匯報過程中，廣告組還進行了全程直播，身體力行地進行了一場廣告實踐。

In 2023, we are witnessingthe rapid development of blockchain, web 3.0, AIand other emerging technologies. In such achanging environment,the advertising industry will face its own difficulties and opportunities. Advertising is no longer thesingle formit used to be. Instead, ittends toachieve its functionin various ways and via all kinds of platforms and media by combining itself with marketing. Currently, livestreaming has become an importantmeansof advertising, but in the futurewhen AI has become popular, perhaps virtual anchors will replace real ones in live streaming, thus creating a new way of live streaming. From PGC to UGC, and to the currentAIGC, we can boldly imagine that in the future, "artificially generated advertising" will play a role in having each user"s personalized communication systemcustomized, which will truly realizeads with "thousands of faces".The advertising team practised making an advertisement by giving a full-length live-streaming of their presentation.

經過了五天的建設上海項目，同學們不但對傳統的廣告行業有了更加深刻的了解，更多廣告行業的未來有了許多有趣的想象。更重要的是，同學們對前沿技術產生了濃烈的興趣，并樂于擁抱新興技術，相信在未來的某一天，此刻的暢想都將成為現實。

Through this project,students have had not onlya deeper understanding of the traditional advertising industry, but also a lot of interesting visions into the future of this industry. More importantly, students have developed a strong interest in cutting-edge technologies and are willing to embrace emerging technologies. We believe that one day in the future, all dreams at this moment will come true.

END

文 | Xu Wu

翻譯 | Dawn Xu

排版 | Jang