“漂绿广告”监管需要建立引爆机制  

Exposing System Needs to Be Established for the Supervision of Greenwashing Advertisements

作　　者：王伟[1] 刘传红[2] 

机构地区：[1]中国地质大学(武汉)外国语学院 [2]中国地质大学(武汉)期刊社

出　　处：《中国地质大学学报（社会科学版）》2013年第6期70-75,134,共6页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：国家社科基金项目"环保类虚假广告的危害及其监管有效性研究"(11BXW039);武汉市社会科学基金项目"武汉特色文化宣传与城市形象塑造研究"(13027)

摘　　要："漂绿广告"具有伪善性、隐蔽性和误导性等特征,因此很难辨别,目前还没有纳入政府常规监管和专项整治的范围。通过重大事件引发、强势媒体曝光、环保组织策划、舆论领袖发飙、权威专家论证、同行检举揭发等途径引爆"漂绿广告",是对其监管的重要前提。这六种途径既可以单独作用又可以整合作用,共同促成"漂绿广告"引爆机制的建立和倒逼效应的形成,并为"漂绿广告"最终走向常规监管奠定重要基础。It is very difficult for consumers to identify greenwashing advertisements because of their characteristics of hypocrisy,disguise and misleading.Consequently,they have not yet been incorporated into the government's supervision and renovation.However,ways of triggering important incidents,dominant media's disclosing,environmental organizations'planned activities,opinion leaders'criticism,experts' authoritative argumentation and research and peer exposure constitute the important premise of the supervision of greenwashing advertisements.The sole or integrated functions of these six channels have jointly contributed to the establishment and perfection of exposing system,laying a solid foundation of regular supervision of greenwashing advertisements.

关 键 词：漂绿广告 绿色广告 强势媒体 环保组织 舆论领袖 

分 类 号：F713.82[经济管理—广告]