1. Determine the communication target and appeal focus of green advertising.
Advertising communication usually refers to the process of influencing potential consumers and attracting them to buy. Green advertising introduces environmental protection into advertising communication, which makes advertising communication activities constrained by the social responsibility of sustainable development. Determine the goals of green advertising communication, which generally include: improving the visibility and reputation of green products and establishing the ecological image of enterprises; Disseminate green product information and green ideas and guide green consumption; Enhance the competitiveness of products and guide customers to purchase rationally. The starting point and destination of green advertising appeal should be to meet the demand, not only to meet the existing and potential green demand, but also to reflect and promote the development of green consumption consciousness and green demand.
The difference between green advertisements and other advertisements is that green advertisements deliberately convey green information. However, this kind of green information cannot be empty and abstract. For example, it is obviously not enough to just appeal to advertising products to be "green products" or "with environmental protection functions". Effective green advertising should emphasize the specific green features of products, such as products that are "conducive to resource regeneration", "biodegradable" or "recyclable". Generally speaking, the more specific the green features are, the stronger their persuasiveness and the better the promotion effect of advertisements. Under the market economy, the realization of product value lies not in the sales process, but in the consumption process. Enterprises must pay more attention to the whole consumption process of products, create and open up markets through various means and channels, so that enterprises that produce and operate green products have a good reputation and image. Most importantly, enterprises widely use green advertising strategies to promote green consumption. Because green advertising appeals on the basis of human survival interests, it can strengthen and improve people's awareness of environmental protection, make consumers connect personal survival crisis with human crisis, realize that non-green consumption will affect human survival and eventually implement it on individuals, make consumers have green consumption psychology of advocating nature and returning to nature, and choose green products that are beneficial to personal health and human ecological balance, so as to achieve the purpose of promotion.
Green advertisement
2. The application of green language in advertising copy
1) The green function and green expression of the title
Consumers come into contact with countless advertisements in one day through the media, and their attitude towards advertisements has to become instantaneous, which is commonly called HeadlineReader, that is, readers who only look at headlines. WillianmBernbach once said, "According to the survey of Harvard Business School, 85% of advertisements can't attract people's attention". If the title can't attract readers' attention and stimulate their reading interest, readers can't read the theme copy anyway. Therefore, as the title of green advertising copy, the first task is to attract readers' attention. Therefore, the title production must adopt striking and unique content and expression. Visually, we should also consider the position of the copy in the layout as a whole, and adopt fonts and font sizes that can attract readers' attention, so that they can seize the readers in an instant and fascinate them.
To some extent, several advertisements have several titles. But for green advertising, news, announcements and conclusions are the best forms. Green project is a nationwide, long-term and far-reaching systematic project. Through news and announcements, consumers can get clear and concrete information about green products, which can be clearly conveyed to them, which is conducive to the deepening of green concepts and the development of promotional activities. The form of certainty is an expression of confidence in the benefits and utility of using the products in the title. Determinism is a sign of self-confidence. There are many successful examples of this title form. For example, "Carpet is an environmental problem", and the company ExcellentWoolCapet decisively linked environmental problems with the company's products, making consumers feel that caring for the environment means choosing carpets, and choosing the company's products is conducive to protecting the environment.
2) The green appeal of the text
Text is the theme of copywriting. Readers who start reading the text have been attracted by the charm of the title and have a psychological need to read it again. At this time, the text must effectively change the appeal point and continue. To this end, the copy of green advertising should clearly and powerfully show the quality and efficacy of goods and the vital interests that can be brought to consumers. First of all, put the title at the beginning of the text and use green words. The opening part should arouse the reader's interest again and further improve the persuasiveness of the copy. For example, after NKK's advertising title "Take care of yourself, dear Mother Earth", the advertising copy goes on like this: the earth, the source of all things, gives life and nurtures mankind. For the happiness of all mankind, for the present and future of all life, it is our obligation to keep the earth, air and sea clean and fresh ... From the beginning to the end of the text, we should adopt a structure that can give readers continuous interest and let readers feel the joy and satisfaction that will follow as long as they buy green advertising products. Finally, the ending part must also contain elements calling on readers to take action, whether it is buying or attracting attention.
Green advertisement
3. Give full play to the green factors in advertising creativity
1) creativity visualization
Visual communication is not only used in newspaper and magazine advertisements, but also extended to all fields such as TV and outdoor advertisements. OttoCrepner said: "The visualization of advertising refers to the formation of a specific image of creativity, making it appear as a physical image." In other words, no matter what goods are, there are countless ways to visualize creativity by means other than words. But in advertising works, we must consider what kind of visualization is most appropriate. Here, based on the often quoted visual viewpoint of OttoCrepner, the creative visualization of green advertising is explained. The visualization of creativity includes two aspects, one is the green commodity itself. As the protagonist of green advertising, in the final analysis, it is still a green commodity. If green goods are attractive, there is no need to install boring decorations around them, and the advertising creativity should be as simple as possible. If there are too many other decorations in the creativity, it may make consumers misunderstand or have ambiguity about green advertisements, make consumers doubt the goods or advertisements, and lead to the loss and waste of advertising expenses. On the contrary, if we only think creatively about green goods and focus consumers' attention on a visual point and attract them, consumers' attention or interest will be relatively concentrated and the advertising effect will obviously be better. The second is the background of green goods. Set off the goods with a background that can highlight their characteristics and functions. "With the snowy Mount Fuji as the background, a white car is parked in front of it" and "Cold beer in the cold current" add a green background to the goods and set off the green performance and characteristics of the goods, instead of directly telling the green performance of the goods. Let consumers ignite their desire for consumption through the stimulation of green background. This circuitous creativity conforms to the psychological characteristics of the advertising audience.
2) Creative thinking mode
The creative thinking modes of advertising include facts, images, vertical and horizontal, radiation, brainstorming and so on. Factual thinking means that in advertising creativity, the focus of its creativity is based on many facts of the advertising product itself. Factual thinking mode conforms to the characteristics of green advertising and can stimulate consumers' green consumption psychology. For example, the advertisement OV6.3000 made by Cheetah, "The world is vast, and there is much to be done naturally", is equipped with a brand-new electric leather chair, with a heater that conforms to human comfort engineering, provides perfect waist support and flank coverage, and stretches freely, so you won't feel any fatigue whether you climb mountains or travel long distances. The spacious space is convenient for five people to walk together. Its exhaust system adopts three-way catalytic device, and the emission reaches European environmental protection standards. Air secondary filtration system and electric double-deck skylight on the roof allow you to enjoy the fresh air and bright sunshine of nature. Creativity mainly takes the facts (power, performance, space) of the cheetah car itself as creative elements, and combines them on this basis, and then presents them perfectly. The green factor of this concept is the harmony between man and nature, which makes consumers feel that buying this car is beneficial to environmental protection, reducing air pollution and air purification.
4. The arrangement of green in advertising production
Color can give the audience a strong visual stimulus, which is an indispensable visual element not only in print advertisements, but also in TV advertisements and even online advertisements. Green is a common color in nature, which gives people peace, tranquility and vitality. Different greens symbolize different stages of life: yellow and green symbolize youth and liveliness; Medium green shows bodybuilding and maturity; Soil green indicates aging and heaviness; Turquoise has the meaning of reason, wisdom and calmness. According to the American advertising scientist Thomas Bi Stanley's research on the use of color in advertising, when using green in green advertising, we should pay attention to the following aspects:
1) Highlight the advertising theme in green.
Through the emotional appeal expressed by the color of green advertisements, consumers are infected by certain emotions and directly understand the theme of green advertisements. With the advance of the green wave, consumers' green consciousness has been obviously enhanced. If the artistic conception of green is outlined in green advertisements, the tenderness of nature is highlighted, and the beautiful environment is displayed, so that the hearts of consumers are hit and satisfied, it is easy to build a platform for communication with green products. For example, NKK "Let our dear mother be more beautiful, and let's make new contributions together." At the same time, the picture is high clouds, blue sea and white sails, which makes people love nature more. This advertisement has increased people's understanding and trust in NKK and established a good corporate image in people's minds.
2) Use green to imply the green characteristics of commodities.
Use unique color language to express the types and characteristics of goods, which is convenient for consumers to identify and buy. When green goods and non-green goods are in the same store, consumers must recognize that the goods are green goods at a glance. Therefore, for POP advertising, it is necessary to use green brilliantly and analyze the color characteristics of green goods, so as to facilitate consumers' choice and purchase of green goods and avoid confusing consumers' vision and mind.
5. Desalinate the color of the selling shops and strengthen the humanistic care of green advertisements.
1) Return to the information dissemination function of the advertisement itself.
Traditional advertisements have many convincing traces of "old women selling melons and boasting". Green advertisements should return to the true colors of advertisements and provide information one by one. The information provided to consumers can be business information, a new life state, a new way of doing things or a new concept. The information of green commodities spread through green advertisements must be true and reliable, otherwise it will cause consumers' disgust and alienation. Therefore, advertising companies should be good at capturing green information, developing new green appeal points, and constantly strengthening the green characteristics of products, so as to constantly lock in green consumers and enhance their loyalty to green products.
2) Starting from the needs of consumers.
Truth, goodness and beauty are the eternal demands of consumers. Respecting and understanding these humanized needs, advertising not only spreads the concept of green advertising, but also reaches a tacit understanding with consumers. The reason why traditional advertisements are boring is that humanized communication is largely ignored, and the didactic and indoctrinating language makes people "afraid to avoid". Especially in the case of more and more homogeneous products, the psychological feelings brought by advertisements are becoming more and more important. Only by grasping the pulse of the audience and communicating with them emotionally can advertising win in the highly competitive market. With the help of some humanized creative themes, such as work, health, love, values and family, Ericsson's advertisements make consumers, especially female consumers, feel that Ericsson is not only a company that produces mobile phones, but also a bridge dedicated to information and emotional communication between people, and love arises spontaneously.
3) Improve the aesthetics and interest of advertisements.
The biggest weakness of traditional advertising is that it is too utilitarian. Advertising transformation should dilute the color of promotion, publicize the humanistic spirit of people-oriented, enhance the aesthetics and entertainment of advertising, and pursue the harmony and unity of economic and social benefits of advertising. Advertising has a strong artistic flavor. It is a dreamer, a fashion leader, and a staff member who arouses demand and guides consumption. Therefore, it should be able to reflect a certain aesthetic color in artistic creation, so that consumers can enjoy it. Increasing the interest and aesthetics of advertisements will not only be welcomed by consumers, but also meet the requirements of advertising ecology, which is the necessity of green advertising communication.