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| 跨文化视角下中美公益广告对比分析 【摘要】随着社会与经济的发展，人们越来越注重公益广告在人们生活中的重要意义。公益广告不同于传统的以盈利为目的的商业广告，公益广告的主要目的是服务社会和人们，追求社会效益和为社会的文明进步做贡献。 本文研究中美两国公益广告的差异。在跨文化视角下，以文献分析法和比较分析法为研究方法进行研究。通过对比分析得出中美两国公益广告在运行模式、主题选择和表达形式上存在着较大差异。其中中国公益广告的运行模式是政府主导的，而美国是社会主导的。中国公益广告的主题明显是在更加注重集体利益的前提下选定的；而美国公益广告则更多是以个人利益为基础进行主题选择。表达形式上中国公益广告明显更加含蓄、注重说教，而美国公益广告更直接、注重摆明事实。本文还分析了造成差异的三个因素，分别是高权力距离和低权力距离、集体主义和个人主义、高语境文化和低语境文化。希望本文能够给中美两国的公益广告研究提供跨文化视角的参考，促进中美两国跨文化交流。 【关键词】跨文化；公益广告；中美 A Comparative Study of Chinese and American Public ServiceAdvertisements from A Cross-Cultural Perspective [Abstract]With the development of society and economy,people pay more and more attention to the significance of public service advertisement in people's life. Public service advertisements are different from commercial advertisements which aim at making profits. The main purpose of public service advertisement is to serve society and people,pursue social benefits and make contributions to the civilization and progress of society. This paper studies the differences between Chinese and American public service advertisements.From a cross-cultural perspective,this paper takes literature analysis and comparative analysis as research methods. Through comparative analysis, it is concluded that there are great differences between Chinese andAmerican public service advertisements in the operation mode, theme selection and expression form. Among them, the operation mode of Chinese public service advertisementis led by government, while that of the United States is led by society. The themes of Chinese public service advertisement are focus on collective interests.On the other hand,American public service advertisement themes select based on personal interests. In terms of expression form, Chinese public service advertisements are obviously more implicitand didactic, while American public service advertisements are more direct and lay out the fact. This paper also analyzes the three factors causing the difference,respectively are high power distance versus low power distance,collectivism versus individualism, high context culture versus low context culture. It is hoped that this paper can provide a cross-cultural perspective reference forthe research of public service advertisement in China and the United States,and promote the cross-cultural communication between China and the United States. [Key Words] Cross-cultural; Public service advertisements; China and the United States Contents Abstract in Chinese i Abstract in English ii 1 Introduction 1 1.1 Background and significance of the research 1 1.2 Research methods 3 1.3 Organization of the thesis 3 2 Literature Review 5 2.1 Public service advertisement 5 2.1.1 Definition 5 2.1.2 Features 6 2.2 Previous studies of public service advertisement at home and abroad 7 3 Analysis of Chinese and American Public Service Advertisements 10 3.1 Similarities of public service advertisement between China and the United States 10 3.1.1 Similarities in operation mode 10 3.1.2 Similarities in theme selection 10 3.1.3 Similarities in expression form 11 3.2 Differences of public service advertisement between China and the United States 12 3.2.1 Differences in operation mode 12 3.2.2 Differences in theme selection 14 3.2.3 Differences in expression form 16 4 Causes of the differences 19 4.1 High power distance versus low power distance 19 4.2 Collectivism versus individualism 20 4.3 High context culture versus low context culture 22 5 Conclusion 25 5.1 Major findings 25 5.2 Limitation and suggestion for further study 26 References 27 Acknowledgement 29 |
