Content Presentation And Communication Strategies Of Green Advertisements In "People's Daily" From The Perspective Of Environmental Communicatio

With the development of social industrialization,environmental problems are increasingly prominent,people’s discussion and media reports of related topics are increasing,so "green" has become the main color that people pursue.As an important carrier of media information dissemination,print advertising shows the environmental problems and environmental protection methods in the form of images through some artistic techniques,which makes the audience have environmental awareness in the subtle publicity and guidance of advertising,and finally put it into practical action.Therefore,as a way of environmental communication,green advertising has a certain role of persuasion and educational significance for the audience.As a representative of China’s mainstream media,People’s Daily’s green advertising images have a great research value,but relevant literature has little attention about this,and such research should be paid attention to.Based on the perspective of environmental communication,the research takes the advertising related to "ecological environment" in the advertising edition of People’s Daily’from 2007 to 2021 as the research object,used the image stratification theory proposed by Roland Barth and content analysis to sort out and analyze the 325 green advertising images that meet the research requirements in detail.The article is divided into three parts,which mainly analyzes the basic situation of green advertisements and the specific content of advertising images published by People’s Daily from 2007 to 2021,and discusses how green advertising images carry and express information,what strategies green advertising images have when transmitting information,and what problems and difficulties exist.Based on the sample image of the basic information,language information layer,image layer and connotation image layer,it can be seen that the number of green advertisements in People’s Daily is increasing year by year.The advertising theme is mainly energy optimization and reform and advocating green life,which is widely distributed,and the advertisers are mainly government units and domestic private enterprises.Combined with the presentation characteristics of various elements in the advertising image,it is found that the green advertising image of People’s Daily most often uses the two visual frameworks of "effectiveness framework" and "vigilance framework" to present the visual content.In addition,People’s Daily is directly influenced by the traditional culture and national policy,but it also explores new strategies over time,such as increasingly simple and direct advertising images and gradually mature visual presentation of serialized images;there are also some contradictions between the presentation of advertising images and real problems in the dissemination of ecological environment issues.