厦门大学新闻传播学院广告系导师介绍：林升栋

  林升栋
  教授/ 广告系
  E-mail: lincook@163.com
  新闻传播学院副院长、教授、博士生导师
  全国新闻与传播专业学位研究生教育指导委员会委员、中国中外文艺理论学会文化与传播符号学分会常务理事、中国广告学术委员会副主任、《现代广告》（学刊）执行主编、《品牌研究》编委、厦门市政协委员、民进厦门市委副主委
  社会服务
  （1）政府部门及事业单位：区域形象策划与产业品牌化、对外传播、赞助效果评估、公共标识与公益广告设计。区域形象策划及产业品牌化请见《区域产业品牌案例研究》（厦门大学出版社）。对外传播请见《跨文化传播研究文集》（第一辑）（厦门大学出版社）。多年来为厦门会展局提供广汽本田、中国国航、广汽本田赞助九八投洽会的效果评估报告，为客户的广告赞助提供依据。推动文明城市建设，研究规劝人们不横穿马路、不随地吐痰、不乱丢垃圾、不践踏草坪、节约用电、节约用水、节约用纸、光盘行动等行为的公共标识与公益广告。“你丑你横穿”的标语实验引发社会的广泛关注，据统计，接触人次约9530万。指导学生所做的厕纸“绅士、淑女”标尺的实验，针对公共厕纸浪费严重的现象，在厕纸旁贴上标尺，在某个刻度标注“绅士”、“淑女”，结果显示，“绅士”、“淑女”标尺可以长期有效地节约27.6%的厕纸。该实验不仅被光明网、新浪网报道，也在微信朋友圈中广泛传播。
  （2）企业：讲授《营销管理》、《品牌管理》、《新媒体传播》、《消费者行为》、《顾客关系管理》和《广告管理》等课程。曾为南方日报集团、广东邮政、广东电信、广东盐业、健力宝、中国石化、广药集团、珠海移动、安利、英国石油、湖南卫视快乐购、广州4A广告公司组织、创维高级记者班、泉州烟草、莆田烟草、特步、中检、良品铺子等百余家企事业讲过课。提供品牌规划、国际传播、市场调研、社交媒体用户研究等专业方面的课题研究。相关编著请阅读《市场实验与决策》（北京大学出版社）、《20世纪上半叶：品牌在中国》（厦门大学出版社）、《消费者行为学案例教程》（北京师范大学出版社）、《中国微博活跃用户研究报告》（厦门大学出版社）。
  电子邮箱：lincook@163.com，联系电话：0592-2183710。
  Dr. Shengdong Lin, Journalism & Communication School, Xiamen University
  This is a letter for students or scholars who take interest in my research. My Chinese webpage was written as an associate dean. But here my English webpage will be written as a teacher or a scholar. I assume all of you can read English well. Everyone is equal before the knowledge. Titles mean nothing before the knowledge.
  I have complex background in education, Bachelor of Economics, Master of Arts, and finally PhD of Sociology, which give me an open mind and an inter-discipline view. I was a Freeman Fellow Scholar in 2007-2008 at University of Illinois at Urbana-Champaign (UIUC) and a Fulbright Research Scholar in 2013-2014 at University of Rhode Island. Recently I take special interest in the study of inter-cultural communication, social media users, public service announcement and Chinese Zhongyong thinking.
  I published many papers on Chinese and English journals. I don’t list all of them here because I found many of my favorite papers couldn’t be published on SSCI or CSSCI journals. I heard and saw some scholars wrote papers under the pressure of promotion and they deleted, revised and even invented data in the name of science but just for publication. I don’t believe that they are doing real academic studies. I don’t want to be a publishing machine. “A diamond is forever” is an advertising slogan. I hope that I can make a diamond paper or book this life.
  I did a lot of imperfect studies during past 20 years with sincerity and interest. Many of them were published on average journals or even unpublished. Below are my representative papers/books.
  1. Shengdong Lin. Gift, Guanxi and Trust, Studies of Ethnics in GuangXi, 2006, 4, 80-87. (Chinese)
  2. Shengdong Lin. Qing and Li Appeals in Chinese Advertising: A Pilot Study that Shifts from Etic to Emic View, Journalism & Communication, 2009, 1, 95-101. (Chinese)
  3. Shengdong Lin and Xue Ke. Chinese Glocalization: A Study of Intergenerational Residence in Urban China, Journal of Consumer Marketing, 2010, 27(7), 638-644. (English)
  4. Shengdong Lin, Jing Wu, and Xiaoyu Zhou. A Qualitative Comparison of Metaphor Persuasion used in American and Chinese Print Ads, Modern Advertising Quarterly, 2011, 23, 35-42. (Chinese)
  5. Zhongfang Yang, Shengdong Lin. A Construct Validity Study of C. F. Yang’s Zhongyong Conceptualization, Sociological Studies, 2012, 4, 167-186. (Chinese)
  6. Shengdong Lin. A Research Report of Active Users on China’s Weibo, Xiamen University Press, 2014. (Chinese)
  7. Xiaoyun Sun, and Shengdong Lin. A Transpositional Hermeneutic of TV Commercials by American and Chinese Readers, Modern Advertising Quarterly, 2015, 12, 43-50. (Chinese)
  8. Shengdong Lin. A Collection of Cross-Cultural Communication Studies, Xiamen University Press, 2016. (Chinese)
  There were still many limits in these books and papers. Any student who wants to apply for my PhD or postgraduates should read them through and argue with me by contact my email (lincook@163.com). I love those students who have their own ideas and could contribute to the study of inter-cultural communication. Welcome those students with different backgrounds, including anthropology, sociology, psychology, ancient Chinese, traditional Chinese medicine, art, etc. I am a strict supervisor but I allow and help students to transfer to other supervisors anytime if they don’t want to follow me. Like Jiang Taigong fishing, I believe that only those swallowed my “bait” of your own accord would be helpful to find the “diamond” and enjoy the trip. Welcome to DongChe Group