【作者】 周杨静；

【导师】 王国聘；

【作者基本信息】 南京林业大学 ， 生态学， 2008， 硕士

【摘要】 在中国现代化的道路上,伴随着资源环境矛盾,人口的持续膨胀,经济的可持续发展。环境保护是一项涉及全体公众各个方面的活动,在时间上和空间上都具有广泛性,是需要全社会各个方面的配合。无论是环保政策的制定和实施,环保法律法规的执行,人类生存环境的改善等等,都需要全社会的共同参与才能够实现的。所以环保广告传播对环境保护知识的传播、提高公众意识、企业的社会责任、促进社会的全面发展等诸多方面起到了重要的作用。本文通过文献研究法、比较研究法、案例研究法、调查研究法,对环保广告历史和现状进行研究,较为深入、全面地分析比较了国内、外环保广告背景、特征、现状,提出环保广告的基本理论,对中国环保广告存在的主要问题和原因进行了深入地分析,并且提出了具有指导意义的发展环保广告的对策。这对于中国环保广告理论的研究与实践,以及推动环保广告的传播力量起到了积极的作用。发展环保广告,不仅需要从制度上、政策上的保证和法律的约束,更要运用环境的法规和原则来协调人们的行为,以人类发自内心的自觉意识来保证人与环境的协调发展;广告媒介要发挥舆论导向作用,唤醒公众的环保意识,引导公众积极参与环境保护;企业作为环保广告的主体,不仅出于企业自身的长远发展考虑,而且对于其社会责任性来说,企业更应该承担起环保广告传播的重任。随着环保广告传播研究的深入,不仅对环保传播具有一定的理论意义,而且对优化环保广告传播效果具有指导和借鉴意义。更多还原

【Abstract】 The modern road of china is being followed by the contradictions between resources and environment, the increasing expansions of population, and the sustainable development of economic. The environmental problem is an activity which involves in all aspects of the publics, it has its extensive nature both in time and space, and requires coordination from all parts of society. Whatever the draft and implementation of EP policies, the execution of environmental laws and regulations, or the improvement of people’s living environment they are, it will all demand the whole society’s co-participation to achieve it. Therefore, the transmission of EP ads are playing important roles in many parts such as the media of EP knowledge, the improvement of the public consciousness, the responsibilities of enterprises, and the promotion of society’s all-round development.This essay makes surveys about the history of the EP and its current situation, through the method of literature research, comparison research, case research, survey research, conducts deep thorough analysis and comparison to domestic and foreign EP backgrounds, features, and current situations, puts forward the basic theory of EP ads, and takes a deep insight into the main problems and causes of it, as well as sets forth constructive strategies to develop EP ads. This plays an active part in the research and practice of China’s EP theory as well as the propelling power to the transmission of EP ads. In order to develop EP ads, we not only demand guarantee of the system and policy and the restraint of laws, but also should apply environment laws and regulations and principles to coordinate people’s behaviour, guarantying coordinated development between people and environment with people’s self-consciousness from deep heart. Ads media should play role in the direction of public opinion, rousing the public’s consciousness of EP and leading them actively taking part in the protection. The enterprises should lead the major role in EP ads, this is not just simply due to the consideration of their long-run development, but to their social responsibilities, they should resume more heavy responsibilities in the EP ads transmission.The deep insight into the EP ads transmission will not only have certain theories meaning in it, but also have instructive and evaluative points of the effect that betters the transmission.更多还原