The Spirit Of Electricity

New York, London, Tokyo, can be described as the world’s three major advertising center. In New York, make people think of Madison Avenue, London, with its unique expression humorous ad been talked about, but in Tokyo, Dentsu is a symbol of the entire Japanese advertising. Dentsu was founded in 1901, now has more than 100 years of history, Japan’s largest advertising communications group. In 1973, Advertising Age magazine which been published in the United States in the world monomer advertising company turnover, Dentsu ranked first for the first time, and became the world’s largest single advertising company, has since been maintained ever since.Advertising company in the entire advertising industry, which backbone of the position, iis a bridge of communication between advertisers and consumers, therefore, the study of the advertising company should also be subject to the attention of scholars. Research agencies usually from its conventional capital, management, technology and other departures, but this article has desire to dig out from Dentsu itself embodied the spiritual force which is "Dentsu Spirit", then to reveal its successful how to grow and develop step by step. "Stones from other hills, can learn." This paper aims to Dentsu spiritual discourse, but also make other advertising companies derive learning, especially for the Chinese advertising company is a good reference. Meanwhile, Dentsu as a good business, it’s the spirit of enterprise in other industries are also worth studying.Therefore, through the "spirit" of the original meaning of the search, the associated "spiritual" and "air" between the concepts of analysis, select the "vitality" to discuss Dentsu spiritual soul, "the root of the gas," discusses the cornerstone of Dentsu spirit "Courage," a source Dentsu spiritual discourse through which we can discuss three aspects of basic and establish a relatively complete Dentsu spirit.