Essay代写：The conflict frame of green advertisement－r51due

下面为大家整理一篇优秀的essay代写范文- The conflict frame of green advertisement，供大家参考学习，这篇论文讨论了绿色广告的冲突性框架。在绿色广告的冲突性框架中，危机情境中的主导性话语一般为强调道德现象的绿色伦理广告。绿色广告道德活动是一种可以用善恶观念评价的群体或个体的道德实践活动。绿色广告道德活动是绿色广告行为主体对绿色广告道德的实践。在绿色广告的冲突性框架中，危机情境中的替代性话语往往会转移主导性话语的重点呈现。

The concept of framework was introduced by Canadian sociologist goffman into cultural sociology and later into the study of mass communication. It refers to a kind of cognitive structure used by people to understand and interpret social life experience. No matter what type of advertising, on the reduction to the real world can fully achieve one hundred percent, while green advertising in the world, the content of the beautiful green all over the world, full of vitality, did all the harmony of man and nature, the content of despair has also dry the last drop of water in the world, the animals were displaced and so on, these ads displayed obviously with the real world there are more or less difference, green advertising intention is to blur the difference between, in order to build a class can be through the entire audience consciousness scene, so that the audience's perception of reality in the actual world affected by its orientation. Similar to the "conflict frame" theory of news, green advertisement also has conflict frame because of its special nature.

In the conflictive frame of green advertisement, the dominant discourse in crisis situation is generally green ethical advertisement emphasizing moral phenomenon. The moral activity of green advertisement is a kind of moral practice of group or individual that can be evaluated with the concept of good and evil. The green advertisement moral activity includes the green advertisement moral behavior, the green advertisement moral evaluation, the green advertisement moral education and the green advertisement moral tutelage and so on. The moral activity of green advertisement is the practice of the main body of green advertisement.

The moral consciousness of green advertisement refers to all kinds of moral concepts, emotions, wills and ideals with good and evil values that form and influence the audience's green moral behaviors in the moral activities of green advertisement. As the psychological process of the subject of green advertising behavior, the moral consciousness of green advertising itself belongs to an aspect of the moral activity of green advertising, which includes all kinds of implicit green tendency and green emotion of the subject of green advertising, as well as all kinds of green concepts and standards of advertising. The code of green advertising ethics refers to the criterion to evaluate and guide the audience's green behavior in the practice of green advertising. The code of green advertising ethics is not only the objective requirement for the subject of green advertising to engage in green advertising activities, but also the summary of the moral behavior of the subject of green advertising activities.

Some scholars have proposed that the frame can be used as a spatial metaphor in which historical events are expressed in condensed and idealized forms. In the conflictive frame of green advertisement, the alternative discourse in crisis situation often shifts the focus of dominant discourse. Capital has always been an unavoidable issue for green advertisements with public welfare nature, and capital has the full use right of media. With the development of economy, some enterprises see the potential business opportunities in the commonweal attributes of green advertisements, and the role of sponsor gradually appears in the production and communication of green advertisements. For sponsors, their purpose is to attract more audience's attention and subsequent series of commercial benefits by means of green advertising, while for producers of green advertising, green advertising is expected to reduce the exposure of commercial information, improve the attributes of public service advertising, and enhance the popularity of the audience. Therefore, compared with the dominant discourse, the alternative discourse generally chooses the path different from its concept to construct the green advertising framework. Green advertising crisis situation of alternative words is clever use of framework for information strategy for framework, weakening the sense of loss framework, emphasis on the existence of the benefit, although the matter itself may not be completely conform to the requirements of the green properties, but the alternative is in line with the green attributes used by words to emphasize its mode of production, for the color of the framework to build perfect theory and position foundation.

The difference and conflict between dominant discourse and alternative discourse in the frame construction of green advertisement production in crisis situation are difficult to completely reconcile, and even give rise to many environmental protest events with significant negative social effects. Thus it can be seen that the essence of the conflictive frame of green advertisement is embodied in the critical collision between dominant discourse and alternative discourse in crisis situation. For example, for green advertisements related to water resources, under the dominant discourse in the crisis situation, green advertisements mostly reflect the denunciation of the behavior of wasting water resources and the call for the protection of water resources. However, as long as production is involved in real life, it is difficult to avoid the consumption of natural resources. Therefore, on the other alternative discourse in a crisis situation, we can see another type of green advertising, this kind of green advertising content emphasis on environmental protection in the process of production use of water resources, the use of reasonable consumption methods of fuzzy the consumption behavior of production itself, but with less, reasonable and suitable to use, also not be as "green".

According to the famous AIDCA formula of advertising science, the core purpose of discourse use of such speech ACTS as advertisement is to obtain the attention and interest of the audience, so as to promote the generation of desire, and to persuade the audience to take corresponding actions with the facts, and most of the persuasion paths targeted at the audience by green advertisements are the same. According to the content of green advertisement output according to a certain frame, the audience can generally only perceive the information within the frame expressed by green advertisement, but rarely know the existence outside the frame. Therefore, green advertisement needs the audience to extract and utilize the information effectively, so as to generate memory points for the theme, idea and thought content that green advertisement wants to convey. Since repeated advertising communication methods can improve the memory of the audience, this method can also be called topic switching when dealing with the conflicting framework of green advertising. Actively avoid the issue of conflict in the green advertising, so as to weaken the audience's memory.

In terms of the production mechanism of green advertisement, on the premise of dealing with the relationship between objectivity and emotion, thematic expression forms can be skillfully used to strengthen the emotional structure of green advertisement. Foreign "crowdfunding advertising" model is an excellent case for reference. Green advertising producers can green advertising on the Internet for the audience on a regular basis, to arouse the audience in the green advertising creation, transmission, such as level of participation, will move part of green advertising discourse to the audience, give the audience more fully the initiative, to attract more and more active in the production and dissemination of green advertising audience, weakening to maximize green advertising conflict of inner structure framework, and maintain the balance of body green advertising framework conflict.

Media, is the transmission of any information must rely on the intermediary power, green advertising frame is the same. If green advertising wants to weaken the conflict of its own frame and achieve good communication and communication with the society, it can actively adopt the elements keeping pace with The Times, flexibly use "micro times" social media, draw lessons from the form of information flow advertising, spread and share widely, so as to balance the internal logical structure framework of green advertising. Communication both sides "prompt" shows that in the disseminator to the waiters and selfish and not self-serving argument with the fact, in the audience again after contact with the opposite views will produce certain immune reaction, it can be used for reference to the conflict in the framework of green advertising, his green advertisements within the framework of conflict, not to give the audience more fully understanding and thinking space, from the aspects of audience achieve reconciliation for the green advertising conflict framework.

Such "environmentally friendly" green the advertisement symbol image rendering, both in the condition of self-identity through the practice of green advertising green behavior meet the high-level requirements of spiritual, this can be embodied in a self enjoyment, satisfaction, recognition, such as individual pleasure, and by communicating with others and self pursues the green concept and action and sometimes get a noble sense of the superior group psychological and social identity recognition of others. If we ignore the conflict of green advertising frame, it may cause the audience's perception of green concept, attitude and behavior confusion, and even cause negative social impact. Therefore, in the face of the conflict existing in the green advertising frame, we should actively explore the corresponding solutions.

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