“漂绿”广告的生态治理:修辞偏向、生态型构与治理创新

Ecological Governance of"Greenwashing"Advertising:Rhetorical Bias,Ecological Structure and Governance Innovation

“漂绿”广告是近些年商家迎合国家与时代绿色发展主题,借绿色环保之名进行营销宣传的一种广告形式,其实质是一种绿色环保的促销噱头或虚假宣传。“漂绿”广告通过所谓的“绿色”场景塑造和虚幻的知觉体验进行沉浸式传播,在一定程度上遮蔽了人们对“绿色真实”的认知,影响人们的消费选择和习惯,并由此陷入消费陷阱和伦理危机之中,使“绿色”成为“漂绿”广告的时代修辞。提高消费者的自我认知能力与维权意识、充分发挥媒体的监督职能、强化政府广告监管等是“漂绿”广告的解蔽之道。唯有如此才能构建一个生态友好、绿色保护的消费环境,促进媒介生态的良性发展。

In recent years,"greenwashing"advertising is a form of advertising that caters to the theme of green development of the country and the times,and use the name of green environmental protection to carry out marketing and publicity.In essence,it is a deceptive or false publicity of green environmental protection."Greenwashing"advertisements carry out immersive communication through the so-called"green"scene shaping and illusory perceptual experience,which to a certain extent obscures consumer’s cognition of"green reality"and affects their consumption choices and habits.And thus,they fall into the consumption trap and ethical crisis,making"green"the rhetoric of the"greenwashing"advertising.Improving consumers’self-awareness and awareness of their rights protection,giving full play to the media’s supervisory function,and strengthening government advertising supervision are the solutions to"greenwashing"advertising.Only in this way can an eco-friendly,green and protected consumption environment be built and the benign development of the media ecology be promoted.