The School of Journalism and Communication hosted the 3rd “Innovation Practice Lecture” in Room 208, Xiushan Hall at noon on May 13. Hu Zhenyu, Vice Dean in the School of Journalism and Communication at Tianjin Normal University (TNU) and Secretary-General at the Tianjin Competition Zone of the National Advertising Art Design Competition for College Students (NAADCFCS), was invited to deliver a lecture under the theme of “Power of Creativity - Secrets of NAADCFCS.”
Her speech began with the basic information about this year’s NAADCFCS, including the topic, schedule, and domain. The lecturer specifically mentioned that a preliminary review will take place in each university or college within the Tianjin Competition Zone, where entries will be selected and winners awarded, thereby increasing the chances for students to win prizes.
Hu then elaborated on the fundamental principles of design, emphasizing the importance of adhering to correct value orientations, complying with requirements, following the rules when using materials, and avoiding mistakes in the details. She underlined that each topic-setting company will have its own specific technical requirements for entries, tailored to its unique needs. Hu urged students to carefully read the sheet of strategies.
The lecturer also shared creative strategies of advertising design. She likened the relationship between “creativity” and “strategies” to that between a person’s “first name” and “surname”, suggesting that strategies serve as the carriers of creativity. In this case, Hu stressed that strategies should be prioritized in advertising design. The lecturer emphasized that the ultimate goal of advertising is to boost sales and foster product or brand recognition among consumers. She advised advertising designers to be insightful and attuned to consumers’ genuine needs, warning against creativity that is “detached from reality.” At the end of the lecture, Hu showed outstanding cases collected from the previous editions of the NAADCFCS, and analyzed their creative types and the reasons why they were awarded, which inspired the students.
Her lecture was both informative and practically targeted, offering a comprehensive overview of the competition format and providing a wealth of real-world examples to inspire students’ creative expression in advertising. That was highly effective in motivating and guiding students from the School to participate in the NAADCFCS.
The NAADCFCS is one of the most prestigious academic events recognized by the Ministry of Education, and it stands out as the largest one of its kind at the national level. It covers a vast number of higher educational institutions, drawing in a diverse range of students and teachers. Besides, the Competition is renowned for its high-quality entries, enjoys widespread popularity among college teachers, and has significant social influence. Through this lecture, students gained a deeper understanding of the NAADCFCS, which broadened their horizons and sparked their creative ideas in advertising design. The School will provide ongoing guidance to its students participating in the Competition, foster their skills and expertise, and harness the event as a catalyst for enhancing teaching and learning, thereby promoting the students’ all-around development.
Hu Zhenyu is Vice Dean, Associate Professor, and Master Supervisor in the School of Journalism and Communication at TNU, and has earned her doctoral degree in advertising. She’s also Executive Director at the Advertising Educational Committee under China Association of Higher Education and the Research Institute on the History of Advertising and Media under the Chinese Association for History of Journalism and Communication. Besides, Hu is a member of the Academic Committee under China Advertising Association, Secretary-General at the Tianjin Competition Zone of the NAADCFCS, and a judge of AD Campus and Tiger Roar Award.
