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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 high social form of human civilization. Ecological culture is the development trend of the future culture. Chinese advertising in the period of rapid social transformation should undertake the important task of spreading “ecological culture.” The main tactics of micro-ecological advertisement communication emphasize the point of view of common people and popularization, emphasize the accuracy of the target audience, advocate humanistic feelings, environmental protection consciousness, pay attention to the shaping of humanistic mood and creation of the dramatic plot, with a global perspective and folk elements The use of.