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“绿色收视率”是中央电视台近期提出的一个概念。广告“绿色化”是“绿色收视率”的延伸。本文主要分析了广告“绿色化”的必要性、广告“绿色化”的内涵、广告“绿色化”建设的路径。本文以为“绿色收视率”的提出是对中国电视行业单纯追求收视率现状的一种反思,同时也给中国广告的经营理念和传播理念带来一些新的启示,广告的发展也应走“绿色化”之路,倡导正确的广告伦理,倡导广告行业的和谐与可持续发展。
“Green ratings ” is a concept recently proposed by CCTV. Ad “Green ” is an extension of “Green Rating ”. This article mainly analyzes the necessity of advertisement “green ”, the connotation of advertisement “green ” and the path of advertisement “green ” construction. This paper holds that the proposal of “green audience rating” is a reflection on the current situation of China TV industry pursuing audience rating simply. It also brings some new inspiration to the business philosophy and communication concept of Chinese advertising. The development of advertising should also go “Green ” road, promote the correct advertising ethics, promote the advertising industry’s harmony and sustainable development.