In TV advertisements, we can often see all kinds of logos, such as China famous trademarks, China famous trademarks, national inspection-free products and so on. The appearance of these signs will usually make consumers have a deeper impression on advertisements, and enhance the credibility and reputation of enterprises and improve the advertising effect. Then, what impact will the introduction of green advertising signs have on the advertising industry and the whole society?
Luo Ming, deputy director of CCTV, said that the green advertising logo is the concrete embodiment of CCTV's green ratings and green revenue concept in advertising management. At the beginning of 2006, Zhao Huayong, director of CCTV, put forward the development concept of insisting on advocating green ratings and green income at the CCTV working conference, and asked all departments of CCTV to insist on advocating advanced culture, building a harmonious society and treating ratings and operating income correctly. This concept puts forward a new bright spot for CCTV's brand building, and also points out the direction for CCTV's advertising management. First of all, adhering to the concept of green revenue means that CCTV's advertising management must take the promotion of national economy and industry development as its own responsibility, take the promotion of advertisers' brands and the improvement of audience's satisfaction with advertisements as its foothold, and truly establish a healthy and harmonious long-term cooperative relationship among CCTV, advertisers and TV viewers. The scope of green advertising involves all aspects, and the quality of advertising films is an important part. The promotion of green advertising signs is to improve the quality of advertising films broadcast by CCTV. This move will also enhance the integrity awareness of enterprises, identify and encourage those advertisers who are honest and law-abiding, thus promoting the birth of more boutique advertisements and promoting the healthy and sustainable development of TV advertisements. Liu Fan, deputy director of the State Administration for Industry and Commerce, believes that the introduction of green advertising signs is conducive to standardizing the advertising market. For a long time, there has been a mixed situation in China TV media advertising market, and the advertising quality is also mixed. In recent years, the advertising supervision department of the State Administration for Industry and Commerce has done a lot of work in purifying the screen and standardizing the order of the advertising market, and has also achieved remarkable results. However, if the advertising market wants to be completely improved, it still depends on industry self-discipline. CCTV launched green advertising signs, which fully played the role of industry self-discipline. Liu Fan believes that green advertising signs are the first green advertising system explicitly put forward by domestic TV stations. This is a new concept and attitude of harmonious development, which will surely promote the healthy and sustainable development of China's advertising industry and add luster to a harmonious society. Ren Qian, deputy director of the Social Management Department of the State Administration of Radio, Film and Television, said that many media are still at a low level of development by extending advertising time and playing illegal advertisements, which not only harms the interests of consumers, but also damages the TV advertising environment in China. At this critical moment, the advertising department of CCTV set an example and launched green advertising signs, which is conducive to purifying the industry environment and promoting the healthy and sustainable development of TV advertising. Chen Gang, deputy dean of the School of Journalism and Communication of Peking University, believes that "green advertising signs" will play a leading role in the domestic advertising market and will certainly promote the further purification of the domestic advertising market. "Green advertising signs" will improve the quality of advertisements to a certain extent, which will help to establish consumers' confidence in TV advertisements. Professor Chen Gang believes that for the advertising industry, green advertising signs are equivalent to the "Euro 3" standard of the automobile industry, which is based on real and legal health and environmental protection standards. In view of the certification standard and application scope of "green advertising logo" that everyone cares about, Xia Hongbo, director of CCTV advertising department, said that advertisements with "green advertising logo" should not only comply with the national advertising law, national advertising management regulations, national 17 order and other relevant laws and regulations, but also meet the requirements of CCTV's screen image and audience's aesthetic taste, and can reflect a high creative concept and production level in creativity, production and shooting. With the support and help of the State Administration for Industry and Commerce, China Advertising Association and industry experts, CCTV has issued a series of strict and meticulous certification regulations and established a green advertising standard system. Director Xia Hongbo introduced that due to CCTV's huge advertising operation system, the number of advertisements involved is also quite large. This green advertising logo first delimits a set of advertisements for trial operation in the prime time of the evening, because the advertising enterprises in this period attach the most importance to it, are also the most sophisticated, and are closest to CCTV's green advertising concept. After that, a comprehensive review of green advertising standards will be conducted in all channels and time slots of CCTV, and CCTV advertising department will issue green advertising standard certificates to advertisements certified by green standards. On July 18, the first batch of green advertising signs ranged from: 19: 30- 19: 38, including 29 commercials, involving 24 enterprises. The "green advertising logo" will appear in the upper right corner of the advertisement for 5 seconds. List of the first batch of enterprises to obtain the green advertising logo of CCTVNo. Enterprise name 1 Inner Mongolia Yili Industrial Group Co., Ltd. 2 Hainan Yangshengtang Health Products Co., Ltd. 3 Lenovo (Beijing) Co., Ltd. 4 Xinnuoya Technology (Shenzhen) Co., Ltd. 5 Zhejiang Kang Enbei Group Pharmaceutical Co., Ltd. (Kang Enbei Group Co., Ltd.) 6 Nanhai Petroleum Industry (Chiwan) Co., Ltd. 7 Procter & Gamble (China) Co., Ltd. 8 Amway (China) Commodity Co., Ltd. 9 China Network Communication Co. 0 China Unicom Co., Ltd. (Beijing) Floor Co., Ltd. 16 Laiyang Luhuaxiang Agricultural Peanut Oil Co., Ltd. 17 China CITIC Bank 18 China Bank Co., Ltd. 19 China Agricultural Bank 20 Hengyuanxiang (Group) Co., Ltd. 2 1 Guangxi Lingfeng Pharmaceutical Co., Ltd. 22 Beijing Gu Wu Dojo.