From top left clockwise: Chair of the event Ms Woo Mun Ngan; speaker Mr Norman Tan; speaker Mr Ma Xiaobo; A/P Foo Tee Tuan, Director of Centre for Chinese Studies@SUSS.
左上起顺时针方向：讲座主席胡文雁女士，主讲嘉宾陈耀福先生，主讲嘉宾马晓波先生，新跃中华学术中心主任符诗专副教授。
In its 10th year, the SUSS Cultural China Public Lecture has gone virtual, which was held on a webinar platform with simultaneous interpretation in English from Mandarin, and live streaming it on social media.
A/P Foo Tee Tuan addressing the audience in his opening speech.
符诗专副教授致欢迎词。
To mark the 10th Anniversary of this event on 17 October 2020, A/P Foo Tee Tuan, in his opening speech, reminisced with the audience about previous editions of the lecture series, and how its scope had broadened over the years to foster understanding of Chinese communities around the world.
Mr Norman Tan, founder of OnBrand, which focuses on brand marketing, contents, and training.
陈耀福先生，工作室OnBrand的创办人，专注于品牌营销传播、内容和培训。
Guest speakers, Mr Norman Tan from Singapore, and Mr Ma Xiaobo from China, shared their insights on the digital transformation of the advertising industry and how they had overcome contextual differences between the two culturally diverse countries. They also encouraged cross-border sharing of resources and ideas among workers and creators in the industry.
Mr Ma Xiaobo, Chief Creative Officer of SG Group and CEO of SGAD+. He believes in
“Expressing Ideas with Story” for his creative works.
马晓波先生，胜加集团首席创意官、上海胜加广告CEO，信奉“用故事表达观点”的创作理念。The SUSS Cultural China Public Lecture is an annual event held every October, co-organised by the Singapore University of Social Sciences and Lianhe Zaobao . Topics of previous lectures were related to media, film and TV industry, culture, folk religion, cultural heritage preservation, and socio-political developments.
After the lively discussion, Ms Woo Mun Ngan, Associate Editor and Lianhe Zaobao Fukan Editor of Chinese Media Group NewsHub, joined the speakers to wrap up the Lecture and answer questions from the audience.
Some of the questions and answers covered the use of languages and vernaculars, and transcreation; how COVID-19 has affected the advertising industry; and the evolving technology and strategies to reach the masses and niche markets.
Scroll down to watch the recording of the event.
从广告语言到创意文案——新中创意人对谈新冠病毒肆虐全球给2020年留下难以磨灭的印记。为了在抵抗疫情扩散的措施下依然能保持联系，线上的会议和各种聚会已成“新常态”。
新跃文化中华讲座在今年迈入第十载，也是首次登上互联网的虚拟讲台，以网络研讨会（附带英语同声传译服务）及在社交媒体直播的形式进行。
然而，网络广告对我们而言并不陌生。广告业日新月异，要与环球市场和本地消费习惯并进就必须不断地创新，以及对人们的生活与价值观具有深入了解。
2020年10月17日，分别来自新加坡和中国的主讲嘉宾陈耀福先生和马晓波先生分享了他们结合一线创作的经验，谈灵感与情怀，聊多平台转换的挑战，也分享新中两国语境的差异。他们也在对谈中鼓励广告业同仁不分国界，在分享资源和理念方面多多交流。
为纪念本讲座的十周年，符诗专副教授与大家一同回顾了往届的讲座，让大家看见讲座所涵盖的课题如何逐渐扩展，以增进与会者对各地华人社群的了解。
新跃文化中华讲座是新跃中华学术中心与《联合早报》在每年十月举办的常年活动，这些年来所讨论的课题包括媒体、影视、文化、民间信仰、文化遗产保护、社会政治发展等。
华文媒体集团新闻中心副总编辑兼联合早报副刊主任胡文雁女士与两位主讲嘉宾做了对谈总结，并开放观众问答环节。
问答环节的内容包括语言和本土话应用及创作翻译、新冠肺炎爆发对广告业带来的影响、吸引普罗大众和小众市场的广告科技与策略。