“生态广告”的传播策略探析

On "Ecological Advertising" : Publicity Strategies

生态文明是人类文明的高级社会形态,生态文化是未来文化的发展趋势,处于急剧社会转型时的中国广告应担负起传播"生态文化"的重任。微观的生态广告传播的主要策略强调具有平民化、大众化的角度,强调目标对象的精准性,提倡人文情怀、环保意识,注重人文意境的塑造及戏剧化情节的营造,具备全球化视野及民俗元素的运用。

Ecological civilization is a higher social form of human advance, and ecological culture is the trend for cultural development. Therefore, Chinese advertisement should shoulder the responsibility of publishing ＂ecological culture＂ in the duration of sharp social transformation. The main strategies of Micro-ecological advertising publicity include the following： focusing on the civilian view of popularization; emphasizing the precision of the targets; advocating humanistic feelings and environmental protection awareness; paying folk elements with global perspective.