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Building Shanghai

建设上海

(资料图片)

- 广告宇宙小组 -

编者按Editor"s note:

人工智能的快速迭代迫使我们不断去思考怎样的教育才是面向未来的。有一点儿可以确定，就是要带孩子真正去看世界，拓展他们的眼界和思维，将学校里学习的知识和技能与社会发展结合起来。

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.‍‍‍‍‍

“建设上海”是宏润博源学校为期一周的全校PBL学习项目。在建设上海周里，宏润博源的学生走出教室，走进上海这座神奇的城市，做调研，参观企业，与来自上海和世界各地的学者和专业人士对话，向从事不同工作的人们提问，以便更好地理解他们在学校的学习是如何与现实世界的挑战相关联的。

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.

今年的建设上海在3月27日这周举行，全校师生共同开展了十几个PBL学习项目，先一起来看看广告小组的探访之路吧。

"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.

广告宇宙小组

Advertising Universe

广告，顾名思义，广而告之，它的第一要义便是传递信息。在商业社会，广告还具有展现产品或品牌的魅力、吸引消费者购买的作用。广告根据传播媒介可以分为传统媒体广告（报纸，电视，广播等）、网络广告（横幅广告，弹窗广告，搜索引擎广告等）和移动广告（原生广告，视频广告，应用推广等）。根据形式的不同，又被分为图文广告、视频广告和原生广告。从目的上来说，商业广告能够服务商品，打造品牌，公益广告则能够宣传公益事业，增强人们的社会责任。

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，建设上海的第一天，同学们在学校进行了一些前置搜索和学习工作。大家详细整理了广告的历史、不同年代间不同广告类型的市场占比及广告行业在当下互联网环境中的新动向等相关信息，为第二天的外出学习做准备。提出了许多关于广告前沿的问题：“直播”兴起，作为新兴的广告形式，在高传播、高效率的优势之下会不会出现一些隐患和问题？如何规范从业人员的职业素养？传统的视觉与听觉在展示产品的过程中有一定的局限性（比如无法匹配自己的身材脸型、无法感知商品的面料触感……），未来有没有可能产生全新的广告形式？精准投放、大数据和用户隐私的边界在哪里？广告伦理层面的未来会有哪些发展可能？AI技术将如何影响广告行业？同学们用一天时间，进行了头脑风暴，提出了许多有价值的问题。

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，项目组来到业内著名的天与空公司，进行了深度探访。大家不仅参观了整个公司，了解了广告公司的业务分工和工作流程，还与业内资深专家进行了深度交流。下午，项目组来到ZENX知定堂，探索了广告行业最前沿的整合营销策略，并在技术人员的带领下了解了人工智能在广告行业的应用。

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，基于前一天的探访和研究，同学们整理和完善了相关资料，并进行了讨论和思考。在未来，人工智能普及的大环境之下，广告行业势必发生翻天覆地的变化，同学们对“未来广告”展开了想象。正如从业人员说的那样，“真正带动行业变革的人，可能会从其他的行业中突然显现出来，进而改变整个行业”。晚上七点，同学们聆听了杨莹女士的线上的分享。杨女士从“广告的概念”、“广告项目如何从零到亿”、“直播好玩吗”、“我也想当网红”等方面为同学们带来了一场干货满满的知识大餐。同学们通过这次分享对抖音平台及直播行业有了更深刻的理解。

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，同学们来到蚁界大宁直播基地参观，近距离感受直播行业的运作方式和直播方案的执行。业内老师们详细地为同学们介绍了直播行业的现状、项目的落地，直播现场的工作安排：直播并不是一个简单的事情，需要幕前、运营、主播、幕后和操盘手的共同努力。在基地，训练主播已经产业化，在这个门槛并不高的行业里，已经诞生了与其相关的课程体系，在未来更加完善的法律体系下，行业将会有更大的发展，广告也更加离不开直播。

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，项目的最后一天，同学们根据自己的分组开始了各自的汇总工作。文献组的同学们根据整理出的文献和数据画出了示意图，并交给海报组的同学制作项目海报；采访组的同学们通过录音整理出有效的信息；记录组的同学们整理了相关的照片和视频，剪辑出了有趣的项目vlog；整合组的同学们汇总了所有的音、视频数据，开始了PPT的制作。中午11点，汇报组的同学走上讲台，为每个走进教室的人讲解广告组这周以来的探究结果。

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，我们见证着区块链、web 3.0、人工智能等各种新兴技术的飞速发展，广告行业在剧变的大环境中，有着属于自己的困境和机遇。广告不再是原本单一的形式，更趋向于整合营销，通过各种平台和媒介，运用各种方式实现它的功能。在当下，直播已经成为了重要的广告形式，但人工智能普及的未来，或许虚拟主播将会取代真人直播，成为新的直播方式。从PGC到UGC再到现在的AIGC，大胆地想象，在未来，“人工生成广告”将为每个用户定制个性化的传播系统，真正实现“千人千面”的广告。汇报过程中，广告组还进行了全程直播，身体力行地进行了一场广告实践。

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.

经过了五天的建设上海项目，同学们不但对传统的广告行业有了更加深刻的了解，更多广告行业的未来有了许多有趣的想象。更重要的是，同学们对前沿技术产生了浓烈的兴趣，并乐于拥抱新兴技术，相信在未来的某一天，此刻的畅想都将成为现实。

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

翻译 | Dawn Xu

排版 | Jang