THE DEVELOPMENT OF CHINESE ADVERTISING AND ITS IMPACT ON FORMS OF MASS VISUAL COMMUNICATION

Abstract

The article describes a brief history of the development of the advertising industry in China in the late 20th – early 21st centuries. The article reveals the influence of Western and Japanese brands and their advertising on the rapid development of the marketing industry in China, as well as the influence of Western advertising on the development of the consumer market. It is noted that initially there was an increased interest in working for foreign agencies, while at present, Chinese companies are in great demand among applicants. The article provides a comparison of the main marketing strategies currently used in China, as well as an analysis of the competitiveness of Chinese brands in comparison with foreign manufacturers. An analysis of digital advertising in China and its impact on the development of the advertising industry is carried out.