Research On The Influence Of Ecological Personification On The Communication Strategy Of Green Advertisement

With the rapid development of science and technology and economy,severe environmental problems have also entered the public vision.Based on the needs of survival and development,human beings' behaviors of mining,transformation and cultivation of the environment have led to the decline of environmental quality and the imbalance of environmental species to a certain extent.The results show that green advertising is an important element to drive consumers to implement green consumption behavior and promote enterprises to develop and manufacture green products.It is of great practical significance to protect the ecological environment and realize the harmonious coexistence of human and nature.In the aspect of basic investigation and research,this paper deeply analyzes the attraction of green advertising,and holds that the ecological anthropomorphic expression in green advertising can promote the cognitive and emotional integration of consumers,and make consumers perceive the strong attraction of green advertising.Under different levels of green information sharing,the ecological anthropomorphic expression in green advertising can activate the attraction of green advertising Differences.The research uses interview and questionnaire to investigate the relationship between the ecological personification and the attraction of green advertising.It concludes that different ecological personification expressions in green advertising will affect consumers' perception of the attraction of green advertising.Through the above investigation and analysis,it is proposed that green marketing communication strategies should promote consumers' cognitive integration and emotional integration through different ecological anthropomorphic presentation,and then activate consumers' perception of green advertising attraction.In green advertising,attention should be paid to the environmental contrast of green information sharing to further improve consumers' cognitive integration and emotional integration,with the intention of attracting more consumers Pay attention to green advertising,and provide reference for enterprises to effectively carry out green marketing communication.