绿色广告的发展前景之我见.doc

绿色广告的发展前景 课程名称： 广告战略 班级 学号： 广告班 学生姓名： 青衣 摘要 今天，人们生活在一个到处充斥着广告信息的社会里，信息高速流通，各种媒体的大量信息包围而来。但是，这些信息铺天盖地的向我们而来的时候，并没有经过严格筛选，良莠不齐，不少恶俗广告给人们的生产生活造成了一定程度的影响。其中对环境的破坏尤为严重，于是，不少企业为了体现自己的社会责任,在广告中采取环保诉求,试图告诉消费者他的产品在生产和消费的过程中对于环境是很友好的。也正因如此，大量的绿色广告产生了。绿色广告是包含环保绿色议题或绿色主张的广告。在环境保护的绿色潮流中,越来越多的企业开始使用绿色广告来推广绿色产品、改善企业在消费者心目中的环保定位,这些广告在强调产品和企业环境保护特性的同时,还传播着绿色消费和环保的观念。无论从经济、社会可持续发展的大处着眼,还是从企业和消费者的自身利益来考虑,绿色广告的发展都有其益处,因此深入了解此类广告在我国的发展情况、为其发展提供助力有着较大的意义和参考价值。绿色广告是市场营销学和广告学研究的一个重要领域。由绿色广告研究所引发的争论与思考,正在对法律、宏观政策和微观经济活动产生日益明显的影响。环境污染、能源和粮食危机、温室气体效应等仍然是21世纪困扰人类生存与发展的头等重要的问题。绿色广告在现实中的发展状况和特点是对其进行学术研究的起点,而在国内绿色广告的研究中,这一部分仍是空白。Abstract Today, we live in a society of the information explosion, high-speed flow of information, various media information to a siege. However, these information out to us from time to time, and have to undergo a rigorous screening, uneven, some good and some bad. Many Internet advertising to peoples production and life caused a certain degree of influence. The damage to the environment is very severe, therefore, many enterprises in order to reflect their social responsibility, in the advertisement take environmental demands, tried to show that his products in the production and consumption of the process to the environment is friendly. Also because of such, a lot of green advertising created. Green advertising is included green issues or green claims in advertising. In the green of environmental protection trend, more and more enterprises begin to use green ads to promote green products, improve the enterprises in the eyes of the consumer protection positioning, these advertisements in the emphasis on product and enterprise environmental protection characteristics at the same time, also spread the green consumption and the concept of environmental protection. Whether from the economic, social sustainable development pay attention to important points, or from the enterprise and consumers own interests to consider, green advertising development has its benefits,