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论文编号____________

对外经济贸易大学

University of International Business and Economics

学号

No.__________

对外经济贸易大学

University of International Business and Economics

American Public Service Advertisements

Student ID No. Student Name School Name Major Field Advisor Date ：

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I owe debts of gratitude to Professor ****, my mentor, who guides me to read academic works and urges me to clarify

my thoughts. Without her support and encouragement, this thesis would not have taken the shape as it is now. Besides, the teaching of many teachers including *** in the School of International Studies, the help to refine the language from my dear American friends *** and ***, and the resources of school’s library are all indispensable for the completion of the thesis and the author would like to extend the heartfelt thanks here.

中美公益广告的跨文化研究

姓名

摘要

公益广告在中国和美国的社会生活中都发挥着重要作用。公益广告设计受两国不同的文化特征的影响，而未考虑本国的文化特征的公益广告会导致宣传效果大打折扣。本文旨在总结中美公益广告各自的特点，并进行跨文化比较。研究结果将为广告设计提供参考，从而使公益广告更有效地发挥作用。

本研究采用内容分析法，在霍尔和霍夫斯泰德的跨文化理论框架下分析和比较中美公益广告的特征。共收集329篇公益广告，包括

168篇中国公益广告和161篇美国公益广告。

研究结果表明，中美公益广告都以直接的方式传达信息。中国公益广告体现出集体主义的特征，而美国公益广告则表现出个人主义的特点。文中总结的

广告特征大多都与该国文化特征相符，但也有小部分的广告特征与该国文化特征有所偏离。

对比分析

A Cross-cultural Study of Chinese and American

Name

the US, public service advertisements have been serving both societies concerning different issues. Meanwhile, cultural features play an important role in shaping the pattern of the public service advertisements in China and the US. The purpose of this thesis is to find out the features of Chinese and American public service advertisementsandcompare them from a cross-cultural perspective. The final results are supposed to be implied to advertisement design in order to better fulfill their service function.

The study employs content analysis to analyze and compare characteristics of public service advertisements in China and the US based on Hall and Hofstede ’s cultural theories. In total, 329 pieces of advertisements were collected including 168 Chinese advertisements and 161 American advertisements.

The results suggest both Chinese and American public service advertisements convey the message through adirect way. Collectivism and individualism are found in Chinese and American public service advertisement respectively. Although most features of advertisements in both countries are consistent with their cultural features, some features are inconsistent with cultural features.

Key words: cross-cultural study public service advertisements

contrastive analysis

中英文摘要均不能超过一页

Contents

Acknowledgements . ................................................................................................ I Abstract(Chinese) ................................................................................................... I I Abstract .

Chapter 1Introduction

Chapter 2 Literature Review

2.2 Features of advertisements in high-context and low-context cultures

2.3 Comparison of Chinese and American public service advertisements

2.4 Summary

Chapter 3 Research Methodology3.1 Theoretical framework

3.2 The data

3.3 Research questions/Hypotheses

4.1 Features of Chinese and American PSAs

Chapter 5 Conclusion . References .

Appendix 1 Two English Texts Appendix 2 Translated Texts (Chinese)

Chapter 1 Introduction

Public service advertisements have been playing an important role in shaping people’s behaviors and transforming people’s notions of certain public issues. They are for non-commercial purposes, produced and distributed by government or nonprofit organizations. Public service advertisements in China differ from that in the USdue to their different cultural features.

In terms of cultural features, Hall and Hofstede provided theoretical perspectives to observe the differences. Hall (1976) proposed the concept of cultural context which can be further divided into high-context culture and low-context culture. This theory laid a foundation for cross-cultural studies in the field of cross-cultural communication. Generally, high-context cultures tend to use indirect, non-confrontational and vague expressions, relying on the receiver’s ability to apprehend the meaning from the context; whereas low-context cultures tend to utilize direct, confrontational and unambiguous language, ensuring that the receives obtain the information exactly as it was provided (Usunier&Lee, 2005).

Besides Hall’s theory of cultural context, another influential theory is Hofstede’s five cultural dimensions. According to Hofstede (2008),…

This thesis consists of six chapters.…

…

Chapter2 Literature Review

Cross-cultural theories are often employed to study the cultural differences between two or more countries when people are involved in different social activities. A wide range of advertisements have been analyzed from different perspectives. In the field of public service advertisements, cross-cultural comparisons are also made to illustrated the similarities and differences in advertisement design.

2.1 Cross-cultural theories

2.1.1 High-context and low-context cultures

Hall identified high-context (HC) communication as involving “more of the information in the physical context or internalised in the person” (Hall, 1976, p.79). He also identified communication in low-context (LC) culture as “just the opposite of high-context communication; i.e. the mass of information is vested in the explicit code” (Hall, 1976, p.79). It has been observed that in conversations, people in LC cultures will shift from information already stated to information about to be given, while HC communication will jump back and forth and leave out detail, assuming this to be implicit between the two interlocutors (Würtz, 2005).

2.1.2 Cultural dimensions

Hofstede (2008) proposed five cultural dimensions including power distance, uncertainty avoidance, individualism and collectivism, masculinity and femininity, as well as long- versus short-term orientation. Power distance is defined as “the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally” (Hofstede&Hofstede, as cited in Migliore, 2011). Uncertainty avoidance is defined as “the extent to which members of a culture feel threatened by ambiguous or unknown situations” (Hofstede &Hofstede, as cited in Migliore, 2011).

Chapter 3Research Methodology

3.1 Theoretical framework

This research is conducted in the framework of Hall ’s high- and low- context cultural theory and Hofstede’s cultural dimensions.

Hall (1976)defined that a high-context (HC) communication or message is one in which most of theinformation is either in the physical context or is internalized in the person, whilevery little is in the coded, explicit, transmitted part of the message.

A low-context(LC) communication is just the opposite; i.e., the mass of information is vested in theexplicit code.

Chapter 4 Results and Discussion

4.1 Features of Chinese and American PSAs

All PSAs collected are divided into three control groups according to their theme. Features of Chinese and American PSAs are observed and summarized in this chapter.

4.1 .1 Visual features of Chinese PSAs

Chapter 5Conclusion

The purpose of this research is to compare features of Chinese and American PSAs from a cross-cultural perspective. It is supposed that findings in this research will be beneficial for public service advertisers to adopt proper and effective advertising strategies which are in accordance with cultural traditions in the country, so that PSAs help change public behaviorsin a more efficient way.

…

This research compares cultural features of Chinese and American PSAs.The findings are expected to help PSA producers find out more proper advertising strategies to maximize the advertising influence. The findings suggest that it is not necessary to adopt public service advertising strategies in accordance with traditional cultural features. It is feasible and beneficial to learn from the advantages of public service advertising strategies in other cultures.

However, this research merely studied anti-smoking, anti-drug and anti-HIV/AIDS PSAs because of the limitation of time. It is better to collect PSAs of other themes as many as possible in the future. Also, we only paid attention to the features of PSAs in China and the US from a cross-cultural perspective. It is worthwhile to compare them from a non-cultural angle in future studies. What ’s more, a further research is needed to evaluate how effective the PSAs are by adopting such advertising strategies.

注意事项：

1. 一级标题字数一般不超过18字（英文）和12个字（中文）；如有副标题，副标题字数一般不超过12字（英文）和10个字（中文）；

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5. 图表按章节编号, 表的标题在表上方居中，如：Table 3.1 xxxxx ；图的标题在图下方居中，如：Figure 4.1 xxxxxx。

6. 必须要有Introduction 。

7. 必须要有英文撰写的文献综述（Literature Review ），一般应包括文章由来（Origin of Research）、基本概念和理论阐释、所研究课题国内外现状分析，相关实证研究成果等。

8. 文学类及国别研究类的论文采用MLA 格式行文；须严格按照相应的格式规范进行。

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References

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Lv, S. X., & Zhu, D. X. [吕叔湘、朱德熙]，1952，《语法修辞讲话》。北京：中国青年出版

社。

Wang, C. M. [王初明]，2000，以写促学：一项英语写作教学改革的试验，《外语教学与研

究》（3）：230-236。

Wen, Q. F. [文秋芳]，2003，英语学习者动机、观念、策略的变化规律与特点。载文秋芳、

王立非（编），《英语学习策略实证研究》。西安：陕西师范大学出版社。255-259。

Arndt, V. (1987). Six writers in search of texts: A protocol-based study of L1 and L2 writing.

ELT Journal, 41 (4), 257-266.

Cigarette sales fall 30% as California tax rises. (1999, September 14). New York Times, p. A17. Connor, U., & Kaplan, R. (Eds.). (1987). Writing across languages: Analysis of L2 text. Reading,

MA: Addison-Wesley.

Klein, J. (1998, October 5). Dizzy days. The New Yorker, pp. 40-45.

Martin, J. R. (1997). Analyzing genre: Functional parameters. In F. Christie & J. R. Martin

(Eds.), Genre and institutions: Social processes in the workplace and school (pp. 3-39). London, England: Cassell.

Poland, D. (1998, October 26). The hot button. Roughcut . Retrieved October 28, 1998, from

http://www.roughcut.com

Shay, J. (1994). Achilles in Vietnam: Combat trauma and the undoing of character. New York:

Touchstone.

Standards for educational and psychological tests . (1985). Washington, DC: American

Psychological Association.

Tommasini, A. (1998, October 27). Master teachers whose artistry glows in private. New York

Times , p. B2.

Thompson, L. (1988). Social perception in negotiation. Unpublished doctoral dissertation,

Northwestern University, Evanston, IL.

Tulving, E., & Schacter, D. L. (1990). Priming and human memory systems. Science, 247,

301-305.

Appendix Translation （两篇译文应是与本论文相关的文献材料）

译文一 五大个性特征与霍夫斯泰德的文化维度之间的关系

Laura Ann Migliore

XXX 译

霍夫斯泰德的理论框架由五个文化维度构成，从国家层面概括文化价值：

（1） 个人主义和集体主义

（2） 权力距离

（3） 阳刚气质和阴柔气质

（4） 不确定性规避

（5） 时间导向：长期导向和短期导向

个人主义

个人主义与集体主义相对，体现个体独立或融入集体的程度。个人主义社会中，人们倾向于关注自我和亲近的家人。在集体主义程度高的社会中，人们强调通过对群体的忠诚来得到这个群体的长期保护。

…

①

① 来源于Migliore, L. A. (2011).Relation between big five personality traits and Hofstede’s cultural dimensions.

Cross Cultural Management: An International Journal, 18(1), 38-54.

附原文

Relation between Big Five Personality Traits and

Hofstede’s Cultural Dimensions

Laura Ann Migliore

Hofstede’s work forms the framework for five cultural dimensions of work-related values at the national level:

(1) individualism-collectivism;

(2) power distance;

(3) masculinity-femininity;

(4) uncertainty avoidance; and

(5) time orientation, i.e. long term and short term.

Individualism

Individualismis the opposite of collectivismand represents the degree towhich individuals are supposed to look after themselves or remain integrated into groups (Hofstede and Hofstede, 2005). Individualistic societies tend to have a self-focused viewthat only extends to his or her immediate family; whereas societies high in collectivismhave a people-group view from cradle to grave of lifetime protection in exchange for unquestioning loyalty.

…

译文二跨文化研究：平面广告中视觉形式的决定因素①

Kyunghee Bu, Donghoon Kim and Seung-yon Lee

XXX 译

本文主要是想验证运用与文化相一致的视觉形式，是否真的能影响消费者对广告和品牌的态度，尽管此前有大量研究验证了这一点。在第一部分研究中，我们首先对韩国和美国的广告所使用的视觉形式分别进行跨文化内容分析。进行第一部分的研究是为了看在全球化和文化融合的大背景下，与文化相一致的视觉形式是否依然被大量使用。研究发现，两国广告中的视觉形式与该国文化保持一致。相对而言，韩国广告会更多地采用间接的视觉形式，但是从总体上看，无论是韩国还是美国，使用间接形式的广告总体占比都少于使用直接形式的广告。也就是说，韩国和美国都更多地采用直接形式而非间接形式。卡特勒等人发现东西方文化在视觉形式上的差异正在减少，原因可能是东方文化在发展中常以西方文化为榜样。

①来源于Bu, K. H., Kim, D. H., & Lee, S. Y. (2009). Determinants of visual forms used in print advertising: A

cross-cultural comparison. International Journal of Advertising, 28(1), 13-47.

附原文

Determinants of Visual Forms Used in Print

Advertising: A Cross-cultural Comparison

Kyunghee Bu, Donghoon Kim and Seung-yon Lee

The main question of this study lies in whether the culture-congruent visual forms, which have repeatedly been found in many prior studies, would actually be effective on consumers’ attitude towards the ads and the brand advertised. As a first step, we started with a cross-cultural content analysis of visual forms between Korea and the US in Study 1. The purpose of Study 1 was to see if the culture-congruent visual forms are still prevalent, in spite of all the recent changes in the market and media – globalization and cultural convergence. Indeed, we found culture-congruent visual forms in ads from both cultures, but only in relative terms. That is, while the proportion of indirect visual forms was higher in Korea than in the US, the proportion was still smaller than that of direct visual forms in both countries. In other words, we found that both cultures adopt significantly more direct visual forms than indirect. As suggested in Cutler et al . (1992), the gap between Western and Eastern cultures in visual forms seems to be narrowing, and the direction of convergence seems more from Western to Eastern. This may be because Western culture is often admired by developing Eastern culture (Batraet al. 2000).