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Green advertising sign
CCTV advocates an end to false advertising signs
CCTV (China Central Television)
It is announced that it will launch a "green advertising logo" to promote honest and healthy advertising, and put an end to false advertising or containing pornographic and violent content
advertisement
.
- Chinese name
- Green advertising sign
- Ground point
- China Central Television
- event
- Activate" Green advertising sign "
- Start-up time
- July 18, 2006
catalogue
China Central Television
Deputy director
Romin
The "green advertising logo" is a concrete embodiment of CCTV's "green rating and green income" concept in advertising management, which will enhance the integrity awareness of enterprises and promote the healthy development of TV advertising while improving the quality of CCTV advertising films.
School of Journalism and Communication, Peking University
Vice President Chen Gang believes that the "green advertising logo" will play a demonstration role in the domestic advertising market and will promote the further purification of the domestic advertising market.
According to the
CCTV (China Central Television)
Xia Hongbo, director of the Advertising Department, introduced that CCTV launched the first batch of "advertisements" on July 18.
Green advertising sign
The scope is a set of CCTV and news channels in the 19:30-19:38 time period broadcast simultaneously, including 29 commercials, involving 24 enterprises. The "Green AD logo" will appear in the top right corner of the AD and will last 5 seconds on each AD. Thereafter"
Green advertising sign
It will gradually carry out a comprehensive review in each channel and each time period of CCTV, and pass the "green advertising logo" certification of advertising films
CCTV advertising Department
Will be uniformly awarded"
Green advertising sign
"Certificate.
Careful TV viewers will find that since July 18, CCTV 1 and the news channel's evening"
News broadcast
In the upper right corner of the commercial, a small translucent, green logo was added, which remained in the commercial for five seconds and then disappeared automatically. This latest change is the result of CCTV's "green advertising logo", which is created by
English alphabet
AD(Advertising)
English word
The lines of A and D constitute the concepts of "mountain" and "water" respectively, and the combination of the two can see the birth of a "heart" shape, expressing the desire to do advertising and shoot advertising with intentions, so that green advertising can provide more viewers and consumers with beautiful visual enjoyment, so as to win more people's support and attention for advertising products. For enterprises to bring real benefits, with a sentence to summarize the connotation of the logo is "green first, integrity and far". The purpose of this move by CCTV is to improve the quality of the advertising films it broadcasts, regulate the advertising content, purify the advertising environment, and promote enterprises and enterprises
Advertising company
in
Advertising production
Strive for excellence, protect the interests of the audience, let the audience see more and better boutique advertising, in order to promote
Chinese television
Advertising continues to grow healthily.
Because CCTV's advertising operation system is huge and the number of advertising films involved is quite large, the implementation of the "green advertising logo" will start from the prime time period with the highest degree of concern, and first set a set of advertisements broadcast simultaneously with the news channel at 19:30-19:38 in the evening for review and promotion, and gradually expand the scope of use. The gold content of advertising resources in prime time is the highest, and enterprises attach great importance to the advertising films released in this period, basically having a higher value
originality
The concept and production level are also the closest to the green advertising concept of CCTV.
For some questions raised by the public, CCTV advertising department relevant personnel also made answers. They said that the "green advertising logo" is only a review of the quality of the advertising film itself, and does not involve the review of the company's products and operations, but if the company's products have a negative impact on society, the advertising department of CCTV has the right to cancel the green advertising logo added in its advertising version. Commercials that fail to pass the approval of the green advertising label are not unqualified, because commercials broadcast on CCTV are strictly vetted and are in line with the state
Advertising law
As well as the relevant management regulations and other basic requirements, only the "green advertising logo" has higher requirements for the aesthetic pursuit, creative concept, production level and other conditions of the advertising film. At the same time, given that drugs,
Health food
,
Medical device
The advertising of some other products is subject to special supervision by the relevant departments of the state, and the advertising department of CCTV will not review the advertising films of these products for the time being, nor will it grant the "green advertising mark".
In addition, CCTV has applied to the relevant departments of the state for the protection of the intellectual property rights of "green advertising signs", becoming the only unit to review and grant "green advertising signs", without permission, other media units and companies are not entitled to use. Enterprises such as in other TV, newspaper, Internet and other media to obtain the "green advertising logo" version of the advertisement, and need to use this logo, must also be allowed by CCTV.
Green advertising sign
On July 18, 2006,
China Central Television
The Advertising Department held the "CCTV Green Advertising Logo launch ceremony at Beijing Oriental Grand Hyatt Hotel
[1]
To the whole society to launch the "green advertising logo", from the State Administration for Industry and Commerce, the State Administration of Radio, Film and Television, Beijing Administration for Industry and Commerce, China Advertising Association, Peking University,
China Society for National Studies
More than 100 representatives from CCTV, domestic and foreign news media, enterprises and advertising companies attended the meeting.
At 15:10, in a solemn atmosphere, Liu Fan, deputy director of the State Administration for Industry and Commerce, Luo Ming, deputy director of CCTV, Ren Qian, deputy director of the social management Department of the State Administration of Radio, Film and Television, and Professor Chen Gang, deputy dean of the School of Journalism and Communication of Peking University, unveiled the mysterious veil of the green advertising logo. Green advertising logo "from the English letter AD(" advertising" English word shorthand) evolved to form A "heart" word, there is a "intentions to advertise" implied, at the same time, A stands for the best, indicating that through the "green advertising logo" advertising is the top domestic advertising.
In the advertisements broadcast on TV, we can often see a variety of logos, such as "China famous brand", "China famous trademark", "national inspection free products", etc. The appearance of these logos usually makes consumers have a deeper impression on the advertisement, and enhances the credibility and reputation of the enterprise, and improves the advertising effect.
So, what impact will the launch of the "green advertising logo" have on the advertising industry and society as a whole
[1]
?
Luo Ming, deputy director of CCTV, said that the "green advertising logo" is a concrete manifestation of CCTV's concept of "green ratings and green revenue" in advertising management. At the beginning of 2006, Zhao Huayong, president of CCTV, put forward the development concept of "insisting on advocating green audience rating and green income" at the CCTV work conference, requiring all departments of CCTV to adhere to the responsibility of advocating advanced culture and building a harmonious society, and treat audience rating and business income correctly. This concept puts forward new highlights for the brand construction of CCTV, and also points out the direction for the advertising management of CCTV. First of all, adhering to the concept of "green income" requires that CCTV's advertising operation must take promoting the development of the national economy and the industry as its own responsibility, and take the improvement of the advertiser's brand and the audience's satisfaction with the advertisement as its starting point, so as to truly establish a healthy and harmonious long-term cooperative relationship between CCTV and advertisers and TV viewers. The scope of "green advertising" involves all aspects, and the quality of advertising films is an important part of it. The promotion of "green advertising logo" is to improve the quality of advertising films broadcast on CCTV. This measure will also enhance the integrity awareness of enterprises, and give recognition and encouragement to advertisers who are honest and law-abiding, so as to promote the birth of more high-quality advertisements. Promote the healthy and sustainable development of TV advertising.
Liu Fan, deputy director of the State Administration for Industry and Commerce, believes that the launch of "green advertising labels" will help regulate the advertising market. For a long time, China's TV media advertising market has a mixed situation, the quality of advertising is also good and bad. In recent years, the advertising supervision department of the State Administration for Industry and Commerce has done a lot of work to purify the screen and standardize the order of the advertising market, and has also achieved obvious results. However, to achieve a complete improvement in the advertising market, it still depends on the self-discipline of the industry, and the introduction of green advertising signs by CCTV has fully played the role of self-discipline of the industry. Liu Fan believes that the "green advertising logo" is the first clear green advertising system put forward by domestic TV stations, is a new concept, is a new attitude of harmonious development, will promote the healthy and sustainable development of China's advertising industry, and add luster to the "harmonious society".
State Administration of Radio, Film and television social management Department deputy director
Ren Qian
Today, many media are still stuck in a low-level development stage by extending advertising time and airing illegal ads to win revenue, which hurts the interests of consumers and harms China's TV advertising environment. At this critical moment, CCTV Advertising Department 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 the "green advertising logo" will play a leading role in the domestic advertising market and will promote the further purification of the domestic advertising market. "Green advertising logo" will improve the quality of advertising to a certain extent, and help build consumer confidence in TV advertising. Professor Chen Gang believes that for the advertising industry, "green advertising logo" is equivalent to the "Euro 3" standard of the automobile industry, which is a health and environmental protection standard on the basis of authenticity and legality.
In response to the certification standards and application scope of the "green advertising sign" that we are concerned about, Xia Hongbo, director of the Advertising Department of CCTV, said that in addition to meeting the relevant laws and regulations such as the National Advertising Law, the national advertising management Regulations, and the National Order No. 17, the advertisements that obtain the "green advertising sign" must also meet the requirements of CCTV's screen image and the audience's aesthetic taste. In creativity, production and shooting can reflect a high creative concept and production standards. At the State Administration for Industry and Commerce,
China Advertising association
With the support and help of many parties, such as industry experts, CCTV has issued a series of rigorous and detailed certification provisions and established a green advertising standard system.
Director Xia Hongbo introduced that due to the huge advertising operation system of CCTV, the number of advertising films involved is also quite large, the "green advertising logo" first set a set of prime-time advertising in the evening for trial operation, because the advertising enterprises at this time pay the most attention to, the most sophisticated production, and the most close to the CCTV green advertising concept. Since then, the green advertising standard will gradually be comprehensively reviewed in each channel and each time period of CCTV, and the advertising department of CCTV will uniformly issue green advertising standard certificates for advertising films certified by green standards. The scope of the first batch of "green advertising signs" launched on July 18 is: a set of CCTV advertisements during the time period of 19:30-19:38, including 29 advertisements, involving 24 enterprises, "green advertising signs" will appear in the upper right corner of the advertisement, lasting 5 seconds on each advertisement.
The first batch of enterprises to receive CCTV green advertising logo list
Serial number Enterprise name
2 Hainan Yangshengtang Health Care Products Co., LTD
3 Lenovo (Beijing) Co., LTD
4 New Noazhou Technology (Shenzhen) Co., LTD
6 Nanhai Oil Industry (Chiwan) Co., LTD
7 Procter & Gamble (China) Co., LTD
8 Amway (China) Commodity Co., LTD
9 China Network Communications Corporation Limited
10 China Unicom Limited
15 Kono (Beijing) Flooring Co., LTD
17 China CITIC Bank
18 Bank of China Limited
20 Hengyuanxiang (Group) Co., LTD
22 Beijing Wugu Daochang Food Technology Development Co., LTD
24 Guangdong Bubugao Electronic Industry Co., LTD
[1]
On January 1, 2011, the logo was discontinued due to the launch of CCTV Record Channel or the replacement of the logo.
