绿色广告消费意识形态的批判

A Critique of the Ideology of Green Advertising Consumption

绿色广告以传播生态理念、促进绿色消费和绿色发展为己任,在客观效果上,确实对环保意识觉醒和经济发展方式转型起到了一定促进作用,这一点不应被否定和抹杀。但在绿色广告的背后,隐约存在着企业暴利的实践意图,而这很少为大众所发现,根本原因在于绿色广告中存在具有欺骗特征的消费意识形态。笔者认为,绿色广告主体受制于资本增值逻辑,他们采用各种视听表现手段,打消影响和制约消费在生态这一因素上的顾虑,将消费者对于更加绿色、健康的生活需求提供变成可视化或者可得性的意义。换言之,绿色、生态、健康等核心元素,成为“消费意识形态”话语体系的重要构成,它们服务于绿色广告主的资本逻辑,在经过包装后就会成为诱导消费者购买和消费产品的利器,不断刺激民众的消费心理,使得消费主义与享乐主义不断被合理化。本文旨在分析消费意识形态在绿色广告中的构建过程,揭示其为资本所主宰的形成逻辑,在此基础上对绿色广告消费意识形态展开深入批判,这不仅能为绿色广告的规范管理提供学理支持,也能推进和拓展大众对绿色广告的认知。

It is undeniable that green advertising,with the goal of spreading ecological mentality and promoting green consumption and green development,has indeed promoted the awakening of environmental awareness and the transformation of economic development mode.However,behind the green advertising,there is a vague intention of profiteering,which is rarely found by the public.The fundamental reason lies in the consumption ideology with characteristics of cheating in green advertisements.In the author's opinion,the subjects of green advertising are subject to the logic of capital appreciation.They adopt various audio‑visual means to make consumers' demands for a greener and healthier life visible or accessible eliminating consumers’concerns about ecological factors which may influence or restrice consumption.The core elements of green,ecology,health and so on,in other words,become the important composition of“consumption ideology”discourse system,serving the capital logic of green advertisers and stimulating or inducing consumption.Thus consumerism and hedonism are rationalized.The paper aims to analyze the formation of consumption ideology in green advertising and reveal its nature of being dominated by capital logic.A critique of the consumption ideology of green advertising not only provides theoretical support for green advertising management,but also promotes and expands the public's perception of green advertising.