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《Journal of Anhui Normal University(Natural Science)》 2010-06
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Construction of Advertisement Culture and Ecological Civilization——From the angle of green advertisement

WANG Zhong1,ZHANG Feng-xia2(1.School of Architecture and Arts,Hefei University of Technology,Hefei 230009,China;2.Anhui Phoenix Business Travel Agency,Hefei 230011,China)  
As a kind of complex social cultural communication paradigm,advertisement culture is not only a culture pattern but also a culture communication carrier,which has increasing effect on receiver's value orientation,lifestyle and consumption concept.Advertisement should be charged with corresponding responsibilities and obligations,and construct advertisement culture ecology,to unify economic benefit and social benefit greatly.On the basis of application of principles and methods of ecology,the paper interprets demonstration role of advertisement culture and defines intension of green advertisement concept.On the basis of creating green advertisement environment,the paper leads the harmonious unification of "five elements" of advertisement in order to construct ecological civilization.
【Fund】: 安徽省社会科学界联合会课题(A2009021);; 安徽省高等学校省级优秀青年人才基金项目(2010SQRW004)
【CateGory Index】: F713.8
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