低碳消费中公益广告的角色分析

本文通过对消费者信息处理过程的阶段分析,阐述低碳消费的观念作为公益广告的形式在传播中的信息传达阶段和信息扩散阶段的流程节点。在公益广告传播中要通过各种表现形式引导消费者对低碳消费信息认知,其次从正面的信息传达和反面的＂警钟诉求＂来塑造大众与低碳消费信息的情感,最后通过直接的信息诉求激励和间接的降低＂充欲主义＂的影响来促使消费行为发生乃至形成习惯。

Low Carbon Consumption in the Analysis of the Role of the Public Service Ads

Based on the analysis on the stage of consumer information processing,the article elaborates the low carbon consumption idea as a public service ads in the form of the dissemination of information communication stage and diffusion stage of the process node information.In the public service advertising through various forms to guide consumers on the low carbon consumption information cognition,then from positive and negative"alarm message"to appeal to shape mass and low carbon consumption emotions,at last,through direct incentive information demands and indirect reduction of desire to influence to promote the consumption behavior and habit formation.