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从公益广告看中美文化差异


全文字数:6000字左右  原创时间:<=2022年

【内容摘要】

从公益广告看中美文化差异
作为一种特殊的广告形式,公益广告不以推销产品或服务为宗旨,它关注的对象是社会大众及其态度和行为,并以社会热点问题为切入点,采用艺术性的表现形式,传播某种公益观念。随着公益广告越来越多地进入人们的生活并引起了人们的广泛关注,对公益广告的探究络绎不绝,而从文化视角对中外公益广告进行对比研究的少有触及。本文试图从选题,表现形式和文化价值观这三方面入手,对中美两国公益广告(以平面广告为主)进行全面的比较分析,致力于探索其中所蕴含的文化差异。研究结果显示,在选题方面,两国既有交叉融合之处,又各有其独特的地方。在表现形式上,普遍渗透于中国公益广告的正面情感诉求与反映在美国公益广告中的负面情感诉求形成鲜明对比。而在文化价值观比较中,明显可以发现中国带有浓重的集体主义色彩,而美国公益广告则表现出显著的个人主义特征;美国倾向于低语境文化价值,相反的,中国公益广告凸显出高语境特征。除此之外,美国也经常巧妙地将幽默元素融入到公益广告创造中。
本文通过比较中美公益广告的文化差异,旨在促进中美两国的交流,加深对两国文化的理解并总结分析我国在公益广告发展道路上存在的不足,为促进我国公益广告的进一步发展提供建设性意见。
关键词:公益广告;文化差异;主题;表现形式;文化价值观
Abstract: As a special form of advertising, public service advertising (hereafter PSA) is not aimed at promoting products or services. Instead, it is designed to communicate pro bono ideas to the public so as to affect and change their attitudes as well as behaviors to social issues. As more and more PSAs are getting their way into people’s life, scholars have conducted researches on PSA from different perspectives. However, few studies have been done on the content of PSA from the cross-cultural perspective. In this thesis, the author compares the cultural differences between China and America PSAs from the aspects of theme, manifestation and cultural values. The research has found that themes of PSA in China have similarities with those in America; nevertheless, differences still exist. In terms of manifestation, positive emotional appeal in Chinese PSA forms a stark contrast to American negative emotional appeal. And, Chinese PSAs are found to be more high-context and collectivistic, whereas, American ones are more low-context and individualistic. Besides, humor manifests itself more often in American public service advertising.
By comparing the cultural differences in Chinese and American public service advertising, it is expected to lead to more cultural exchanges between China and America and deeper mutual understanding between the two peoples, providing some useful suggestions to promote the further development of PSA in China. 
Keywords: Public Service Advertising; Cultural Differences; Theme; Manifestation; Cultural Value

 

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