Rao Dejiang is the chief editor and lecturer on the course Advertising Creativity and Manifestation in advertising in the OUC (CCRTVU) junior college programme. He is now a professor, a doctoral supervisor and deputy dean of the School of Journalism and Communication, Wuhan University; and he graduated from the Chinese Department of Sichuan University. His discipline and research are directed to communication sciences (advertising communication). The courses he teaches are Advertising Planning, CI Principles and Practice, Research on the Use and Management of Advertising Communication. His major research achievements include the works of ‘Enterprise Image Promotion’, ‘Advertising Planning’, and ‘Advertising Creativity and Manifestation’; he is chief editor of CI Principles and Practice; and his papers include ‘New Advertising and Humanism Concept’, ‘On the Extinction and Evolution of Mass Media Advertising’, and ‘Modern Communication’.