Zhang Xing, an associate professor, was from Qixian, Henan Province. She obtained her master's degree from the School of Culture and Communication at Zhengzhou University in 2003 and went to Xiamen University for further studies in 2004. She mainly teaches courses on Public Relations, Advertising Psychology, Advertising Copywriting, Introduction to Popular Culture, Brand Research, Advertising Art Appreciation, Category Advertising Special Topics, etc. Her research direction is advertising and public relations.

Academic profile:

I. Research Papers

1. "Stereotypes: A Dual Interpretation of News and Advertising", Journalist, 2005;

2. "Celebrity Endorsers: Why Are They Worth Millions?", News Enthusiast, 2006;

3. "Popular Culture: A Game Between Economic Value and Social Value", News Enthusiast, 2009;

4. "Advertising Persuasion and Elaboration Likelihood Theory", Audio-Visual World, 2007;

5. "Research on Enterprise Celebrity Endorsement Strategies", Southeast Communication, 2008.

II. Research Projects

1. "Brand Building: the Fundamental Way for Media to Achieve Social and Economic Benefits" (project leader), Henan Provincial Federation of Social Sciences, completed;

2. "Research on Media Rights Crisis of Vulnerable Groups" (project leader), Henan Provincial Federation of Social Sciences, won first prize;

3. "Research on Communication Strategies in Organizational Crisis PR" (project leader), Henan Provincial Department of Education, ongoing;

4. "Techniques of Social News Communication" (participant), Henan Provincial Federation of Social Sciences;

5. "Research on the Value and Application Strategies of Mobile Media Communication" (participant), Henan Provincial Department of Education;

6. "Development of the Cultural and Creative Industry in Henan Province" (participant), Henan Provincial Federation of Social Sciences;

7. "Research on the Value Fission of Media" (participant), Henan Provincial Federation of Social Sciences;

8. "Research on the Promotion and Soothing Function of Media on Public Emotions" (participant), Henan Provincial Department of Education.