A Study Of Green Advertising On 'Outlook Weekly' Magazine Since The Reform And Opening-up

With the rapid development of the economy over the past 40 years,environmental issues have been aggravated year by year.Catastrophic environmental events have threatened the future of human beings,and so here comes the global consensus of a win-win situation between the environment and the economy.The improvement of the public's environmental awareness has changed the enterprises' attitudes,with more green and organic foods in the supermarkets,more new-energy vehicles with green signs running on highways,and more green advertisements appearing in the media…Through the green advertising,consumers could not only learn about a variety of green products and green services,but also learn about some information related to the environmental problems.Therefore,the green advertising has played an important role in the environmental communication.Under the circumstances of China's 40 years of reform and opening-up,this study attempts to learn about the trend of green advertising developments,its existing greenwashing problems,the situation of advertising performances and the evolution between human and nature,and to observe the changes of environmental concepts as well as the enterprises' environmental responsible concepts through the medium.Through the content analysis and text analysis of the green advertising based on 334 samples from the “Outlook Weekly” Magazine during the periods between1981 and 2018,this research found that over the past 40 years,the development of China's green advertising is not stable and it presents a trend that the number of green advertisements has generally increased at first and then decreased.On the aspect of the greenwashing problems,as time goes by,the problems has been gradually alleviated while the greenwashing problems are still facing the severe situation when it comes to the advertisements targeting the domestic brands.With regards to the aspect of advertising performances,the symbolic value of commodities and the environmental interests have gradually been concerned,and the present of the mainstream values is increasingly diversified.As for the aspect of the relationship between humans and the nature,their relationship has changed from“ambiguity”,and then “conquering the nature” to the final “harmonious coexistence”.We can see that the overall environmental concepts have also been changed from“contradiction and immaturity” to the harmonious one.Through the combination of environmental policies and other secondary data,this paper shows reasons of the evolution on the present of green advertising and comes forward a viewpoint that enterprises should cultivate the consumers' green concepts,and some relevant laws and regulations should be made towards the greenwashing problems.In addition,the authority concerned should suitably draw the boundaries of green advertising and further promote the green development in China.