商业广告生态批评

The Eco-criticism of Commercial Advertising

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。

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.