| 商业广告生态批评简 |
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| 引用本文： | 叶蔚春.商业广告生态批评简[J].凯里学院学报,2014(1):114-117. |
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| 作者姓名： | 叶蔚春 |
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| 作者单位： | 福建师范大学文学院,福建福州350007 |
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| 摘 要： | 在以经济利益为中心的社会结构中,广告的功能从原有的信息传递演变为激发欲望,消费的客体也从使用价值转移为符码价值.在广告大肆提倡消费以获取经济利益的同时,过度消费带来了资源浪费、环境破坏等生态问题.绿色广告本质上是以获取经济利益为目的的绿色营销,它制造生态幻象,误导消费者走入购买商品就是参与环保的逻辑.
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| 关 键 词： | 商业广告 生态批评 过度消费 绿色营销 |
The Eco-criticism of Commercial Advertising |
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| YE Wei-chun.The Eco-criticism of Commercial Advertising[J].Journal of Southeast Guizhou National Teachers College,2014(1):114-117. |
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| Authors: | YE Wei-chun |
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| Institution: | YE Wei-chun (College of Chinese Language and Literature, Fujian Normal University, Fuzhou, Fujian 350007, China) |
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| Abstract: | In the social structure with economic interests as the core, the functions of advertising has experienced a transfer from information releasing to desire arousing, during which the object of con- sumption has shifted from use values into code values. While advertising pushes assumptions for eco- nomic interests, ecological problems of resource waste and environmental destruction have come into being because of over - consumptions. Green advertising, in essence, is a kind of green marketing for economic benefits. It fabricates an illusion of ecological elements, misleading consumers to the logic that buying means environmental protection. |
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| Keywords: | commercial advertising eco - criticism excessive consumption Green Marketing |
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