Personal Profile

Professor Chen Gang holds a Bachelor of Arts, Master of Arts (Major in Aesthetics), and Doctor of Philosophy (Major in Aesthetics) degrees, all earned from the Department of Philosophy at Peking University.

l 1990–1995: Lecturer at Beijing Institute of Tourism;

l 1998–2001: Faculty Member at the Department of Art Studies, Peking University;

l 2001–Present: Faculty Member at the School of Journalism and Communication, Peking University.

Appointed Professor in 2003. Served as Vice Dean from 2006 to 2013; has held the positions of Party Secretary and Vice Dean of the School since 2013, concurrently serving as Director of the Department of Advertising and Director of the Creative Communication Management Research Center at Peking University; appointed Dean of the School of Journalism and Communication in 2022.

His honors and awards include being selected as a Distinguished Young Scholar in the New Century by the Ministry of Education and one of Peking University’s Top Ten Outstanding Teachers. He has also received the Second-Class Award for Outstanding Achievements in Philosophy and Social Sciences from the Ministry of Education and the Second-Class Award for Outstanding Achievements in Philosophy and Social Sciences from the Beijing Municipal Government, among others.

Research Interests

Advertising Theory

Brand Communication

Marketing Communication: Theory and Practice

Digital Development

Advertising History

Courses

Introduction to Advertising (Undergraduate)

Creative Communication Management (Undergraduate)

Advertising Studies (Master’s)

Advertising Case Studies (Master’s)

Research on Cutting-Edge Issues in Advertising (Doctoral)

Brand Communication (Doctoral)

Academic Contributions

Popular Culture and Contemporary Utopia. The Writers Publishing House, 1996.

A History of Contemporary Chinese Advertising (1979–1991). Peking University Press, 2010.

Creative Communication Management: The Marketing Revolution in the Digital Age. China Machine Press, 2012.

Survey of Rural China: Research on Media Exposure and Consumer Behavior of Rural Residents in China. Higher Education Press, 2015.

Beyond Marketing: The Digital Business Logic of Microblogs. CITIC Press Group, 2017.

"Understanding Programmatic Creative: The Role of AI." Journal of Advertising, 2019(8-9).

"Digital Servitization: A Review and Prospect." Journal of Peking University (Philosophy and Social Sciences Edition), January 2021.

"Information Society or Digital Society?" Academic Journal of Humanities & Social Sciences, May 2020.

"A Study on the Theoretical Framework and Influencing Factors of Developmental Advertising." Advertising Panorama (Theoretical Edition), February 2013.

"The Concept of Performance Advertising and Its Oriented Research." Modern Communication, May 2022.