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在过去的生态设计讨论中,人们往往更关注材料上的节约和循环利用,忽视了设计过程本身的生态化。文章以广义的生态设计为切入点,重点讨论设计师的伦理境界。商业广告具有功利性目的,而近些年的商业广告中却不乏优秀的生态设计,它们或是宣传环保意识,或是选择简洁的形式减少视觉刺激,或是寻求新的绿色的传播媒介,都做到了关注人的生活,关注社会责任,是典型的生态设计。
In the past ecological design discussions, people tend to pay more attention to material conservation and recycling, ignoring the ecological design process itself. The article takes the broad ecological design as the starting point and focuses on the ethical realm of designers. Commercial advertisements have utilitarian purposes. Commercial advertisements in recent years, however, lack excellent eco-design. They either promote environmental awareness or choose simple forms to reduce visual stimuli or seek new green media outlets. To do a focus on people’s lives, pay attention to social responsibility, is a typical ecological design.