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随着信息时代的到来,以内容生产为主导的影视广告行业发展迅猛,2007年中国整个影视广告行业总值已达到2527亿元人民币,占据中国广告花费总量的81%(数据来源:央视市场研究公司),影视广告产业处于明显的优势地位,影视作品成为了主宰人们生产、生活甚至生存方式的视觉先锋力量,成为碎片化受众的一种聚合力量。2008年8月,伴着奥运的五环光彩,来自全国各地的影视广告届代表齐聚上海,共同探讨中国影视广告产业的发展问题,在共谋共识的基础上,一致签署《中国影视广告产业上海宣言》。
With the advent of the information age, the film and television advertising industry dominated by content production has been booming. In 2007, the total value of the film and television advertising industry in China reached 252.7 billion yuan, accounting for 81% of the total amount spent on advertising in China (Source: CCTV Market Research companies). The film and television advertising industry is in a clear dominance. Film and television works have become the vanguard of visual aids that dominate people’s production, living and even their ways of life, and become an aggregation force for fragmented audiences. In August 2008, along with the Olympic rings, the representatives of film and television advertisements from all over the country gathered in Shanghai to discuss the development of China’s film and television advertising industry. On the basis of common understanding, the film and television advertising industry in China Shanghai Declaration. "