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| 公益广告的中西方差异研究【英语论文】 Research on Different Public Service Advertising Between the Chinese and Western Culture Abstract With the rise of public service advertisements all over the world, the theoretical research on it has entered a climax. The western economists hold that public service advertising is one of the behaviors to serve the public interests, while the journalism experts believe that public service advertising is a publicity method for people’s interests. As one of the special advertising forms, public service advertisements are not aimed at selling commodities but as the breakthrough points of social hot spots. Due to the edification of different cultures, public service advertisements have different forms of cultural expressions in China and the West. For instance, Chinese loves red color, so public service advertisements always use red to show joy and enthusiasm, but in western countries, people recognize red as a warning of bloodiness and horror, which may result in misunderstanding between China and the West. Therefore, it is of practical meaning to research on different cultural public service advertising. This article will offer different forms of public service advertisements with the similar themes in Chinese and western culture as the breakthrough point. According to the comparison of different embodiments of cultural differences of public service advertisements, the differences of public service advertising can be summed up in three aspects including the theme and scale, the performers and the leading directions. Then this essay analyze the cultural differences they reflected and deeply study the root causes of these differences. It is highly hoped that the embodiments with Chinese and western cultural differences in daily life can be understood through this essay. Thus, promoting the cross-cultural communication might be successful. In addition, it would also prompt us to reflect on the deficiencies of Chinese contemporary culture. Key words: Public service advertisements; Public service advertising; cultural differences; Chinese and western culture Contents Abstract I 摘 要 II Chapter 1 Introduction 1 1.1 Literature Review 1 1.2 Research Objectives and Significance 2 Chapter 2 The Embodiment of Cultural Differences of Public Service Advertising 4 2.1 Public Service Advertisements in the Chinese Culture Context 5 2.2 Public Service Advertisements in the Western Culture Context 6 2.3 The Comparison between the Chinese and the Western Culture 7 Chapter 3 The Causes of Cultural Differences in Public Service Advertising 10 3.1 Different Religions 11 3.2 Different Social Environments 11 3.3 Different Historical Factors 12 Chapter 4 The Cultural Values influencing Public Service Advertising Translation 13 4.1 Individualism and Collectivism in Public Service Advertisements 13 4. 2 Harmony in Public Service Advertisements 13 4. 3 Morality and the Value of Money in Public Service Advertisements 14 Chapter 5 Conclusion 16 Bibliography 18 Acknowledgements 20 |
