跨文化视角下中西公益广告文化价值观对比.doc

Abstract Values are important parts in national cultures. Recently, communication between countries is increasingly close, so it is necessary for us to study the different Chinese and western cultural values. Although values are abstract concepts, they can be shown through advertisements. Public service advertisements are advertising communication activities which aim to provide service for public action, public welfare and to promote the social moral values, behavior norms and ideology. Due to the characteristics and purposes of public service ads, the sense of responsibility, people-oriented values and moral are all showed in the Chinese and western public service ads. Based on the Kluckhohn and Strodtbeck five cultural value orientations, this thesis selects around 60 piece of public service ads randomly in which Chinese and western covers about 30 pieces. And it intends to discuss the similarities and differences in cultural values and the causes of differences through comparing the Chinese and western cultural values from Chinese and western public service ads. The study found that the cultural values mainly reflect in four aspects including human nature, the relationship between human and nature, activity orientation and time orientation. The sense of responsibility and crisis awareness are the common cultural values in Chinese and western public service ads. While differences are whether humans live in harmony with nature or not, whether past time orientates or future time orientates, whether it is indirect or direct, whether it is collective or individual and whether it is humorous and free. And the reasons of these differences are historical, social and religious factors. Key Words: Kluckhohn and Strodtbeck values; Chinese and western public service advertisements; culture values; contrastive Study 摘 要 价值观是一个民族文化的重要组成部分。当今社会，各国交往日益密切，对中西方不同文化下价值观的研究非常必要。虽然价值观是一个抽象的概念，但它可以通过广告等表现出来。公益广告是为公益行动、公益事业提供服务并以推广社会道德观念、行为规范和思想意识为目的的广告传播活动。由于