从霍夫斯泰德文化价值维度分析中英公益广告的差异-定稿

ContentsTOC\o"2-3"\h\z\t"标题1,1,enh摘要字中间空一格,1,ennAbstract字,1,enr大标题不能再最后一行,1,envReferences字,1"ChineseAbstract 2EnglishAbstract 31.Introduction 41.1BackgroundoftheStudy 41.2StructureoftheThesis 42.LiteratureReview 52.1StudiesAbroad 52.2StudiesatHome 53.Hofstede’sCulturalValue 63.1PowerDistanceIndex 63.2IndividualismV.S.Collectivism 63.3UncertaintyAvoidanceIndex 63.4Masculinityvs.Femininity 73.5Long-termOrientation 73.6IndulgencevsRestraint 73.7Conclusion 74. 84.1DifferenceinHealthPublic-serviceAdvertisements 84.2DifferenceinSocialBehaviorPublic-serviceAdvertisements 94.3DifferenceinSocialHotspotsPublic-serviceAdvertisements 105.ts 115.1IndividualismandCollectivism 115.2UncertaintyAvoidance 126.Conclusion 13References 14

从霍夫斯泰德文化价值维度分析

中英公益广告的差异摘要公益广告作为广告形式的一种，与一个国家的文化价值观存在着内在的紧密联系。不同国家公益广告之间的差异在深层次上是文化价值观之间的差异。分析中英公益广告之间的差异需要剖析其背后文化价值观的不同。文章选用霍夫斯泰德的文化价值观维度为分析工具和基本分析框架，以近年来的10个中国公益广告和6个英国公益广告为分析样本，分析了中英公益广告中的差异。研究发现，中国电视公益广告在集体主义、长期取向和不确定规避等维度特征明显，英国公益广告则在个人主义和短期取向等维度表现突出，但在权利距离和男性／女性倾向维度，中英公益广告中的体现频率较低且没有明显差异。关键词：文化价值观；维度；中英公益广告；差异

AComparativeStudyofChina-UKPublic-serviceAdvertisementsBasedonHofstede’sCulturalValueDimensionsAbstractAsaformofadvertising,PSAsareinherentlycloselyrelatedtotheculturalvaluesofacountry.ThedifferencebetweenPSAsindifferentcountriesindeepisthedifferencebetweenculturalvalues.InordertoanalyzethedifferencebetweenChineseandBritishPSAs,weneedtoanalyzethedifferenceofculturalvaluesbehindthem.Inthispaper,Hofstede’sculturalvaluesdimensionisselectedasthetoolandbasicframework,and10ChinesePSAsand6BritishPSAsinrecentyearsareselectedasthesamplestoanalyzethedifferencebetweenChineseandBritishPSAs.ThestudyhasfoundthatChineseTVPSAshavemoreobviousfeaturesincollectivism,long-termorientation,anduncertaintyavoidance,whileBritishPSAshaveprominentfeaturesinindividualismandshort-termorientation.However,inthedimensionsofrightdistanceandmale/femaleorientation,ChineseandBritishPSAshavelowfrequencyandnosignificantdifference.Keywords:culturalvalue;dimension;ChineseandEnglishpublicserviceadvertisements;difference

1.Introduction1.1BackgroundoftheStudyAsaspecialpropagandamedium,thepublic-serviceadvertisinghasgrownanddevelopedintheWestduringthelastcentury.Ithasplayedanirreplaceableroleinpreservingthepublicattentiononsocialissues,regionalsecurityissues,andpublicissuesallovertheworld.Amongthosewesterncountries,BritishPSAshavealonghistoryandgoodconditions.Sincethe20thcentury,BritishhasabsorbedthedevelopmentexperienceoftheUnitedStatesandgraduallydevelopeditsownadvertisingsystem.Present-dayadvertisingisadevelopingmodelwhichismainlyproducedbythegovernmentandassistedbypubliccharity.Governmentalagenciescooperatewithmediaandcharitableorganizationsindifferentsectorstoachievethegoalofpublicwelfarecommunicationbetweeneachother.InChina,PSAsstartedquitelateandthefirstpublicserviceadvertisementwasbroadcastedbyGuiyangTVStationin1986withthethemeof“savingwater”.Sincethen,PSAshaveappearedinfrontoftheChinesepublic,bringingchangestopeople’sbehaviorsandinstillingpowerintopeople’shearts.Sincethebeginningofthe21stcentury,PSAswerenolongerexclusivebehaviorsofthegovernment.MoreandmoresocialgroupsandcompaniesbegantousePSAs.Theycreatedagoodcorporatesocialreputationforthemselves,establishedahealthycorporateimage,andbroughtricheconomicbenefits.Acompletepublicserviceadvertisingsystemconsistsofforeigngovernments,media,advertisingcompanies,etc.Andtheyshouldjointlyparticipateintheproductionandmanagementofpromotionalactivities.However,Chinastilllacksamatureoperatingmodel,aspecializedmanagementagency,andapublic-serviceadvertisingdevelopmentsystemorasophisticatedsystem.PSAshavethewidestadvertisingaudience.Fromthecontentpointofview,mostofthemaresocialthemes,whichwillleadtothefundamentalproblemsthatwearesolvingandwhicharemorelikelytoarousethepublic’sresonance.1.2StructureoftheThesisThisthesisisdevelopedfromthefollowingfivechapters:Chapter1istheintroductionofthebackgroundinformationandthestructureofthethesis.InChapter2theliteraturereviewisintroduced,generallydiscussingpreviousresearchesonculturalvaluesandpublicserviceadvertisinginotherfieldsathomeandabroad.Chapter3mainlyfocusesonthetheoreticalframeworkwhichbasedontheHofstede’sculturalvaluedimension.ThenthedifferencesonChineseandUKpublic-serviceadvertisementswillbediscussed.ThefollowingistheanalysisofPublic-serviceAdvertisementsonHofstede’sculturalvalue.InthefinalChapter,theconclusionwillbedrawn,andthelimitationsonthestudywillbeshowedaswell.2.LiteratureReview2.1StudiesAbroadFirst,formerscholarshavedonealotresearchonthetypesofPSAs.ThroughthestudyofPark,M.,Turner,BA,andPastore,DL,unlikeothertypesofpublicserviceadvertisingfromhealthtopoliticalpublic-serviceadvertising,public-serviceadvertisinginsociallifefocusneedstorespondtopeoplewithcontentinordertoattractpublicattentionandgetmoregoodcommunicationideas.Tan,ASL,Rees,VW,Rodgers,J.,Agudile,E.,Sokol,NA,Yie,K.andSanders-Jackson,A.holdtheviewthatsmoke-freepublicserviceadvertisingcangreatlyreducethepercapitasmokingrateandsignificantlyreducedrelatedcosts.Second,thereareaplentyofresearchonpublicserviceadvertisingdissemination.Intermsofdisseminationscope,mostpublicserviceadvertisementsonlyaffectsomeareas.StevenW.Lewisfoundthatonlylocalornationaladvertisingcanattracttransnationalcitizens.Takepublicserviceadsforexample,theyhelpsolvepublicissuessuchasglobalwarming,educationandhealth.Countriescanlearnfromeachother’sgoodworkandincreasetheinfluenceofPSAs.TanneJaniceHopkinsbelievesthattherearepointsintheUKforPSAthatareworthstudyingintheUnitedStates,andthatthereareTVstationsandotherorganizationstoassistPSAintheUK(2007).2.2StudiesatHomeFirst,researchonthedevelopmentofpublicserviceadvertising.StudiesbyJiangXinandWuChengjianbelievethatintheeraofrapiddevelopmentofdigitalmedia,variouscompaniesinChinahaveinvestedinpublicwelfareandothercausesthatbenefithumanity.Somelargecompaniesaremakinggreateffortstoproducepublicserviceadvertisementswhilepublishingcommercialadvertisements.Publicserviceadvertisingandpublicserviceactivitiesarebooming,reflectingaverydifferentformfromtraditionalpublicserviceadvertising,Gao,P.(2001).ForthecurrentChinesemediamodel,therearemanydifferenttypesofmedia,andthenumberisamazing.Theyhaveformedacompetitivestateofexistenceandcomplement.Theadvantagesandcharacteristicsofvariousmediacompaniesarebothcompetitions.Especiallyafterthenewmediawasadded,theoperationmodeandthinkingmodeshowedcharacteristicsthatwerecompletelydifferentfromthetraditionalmediaZOUYan（2015）.Second,researchontherelationshipbetweenPSAsandcommercialcompanies.ZhengLinglibelievesthatalthoughlargecompaniesarekeentoseethatpublic-serviceadsdonotdirectlypromotetheirproducts,theycanhighlightthecompany’ssocialresponsibilityawarenessandestablishagoodandnoblesocialimageofthecompany.Thesecompaniesperfectlycombinecommercialadvertisingandpublicserviceadvertising.Theyhaveatwo-prongedapproachandfirmlyoccupytheleadingpositionintheworld’sadvertising.PSAswithdifferenttopicsplaydifferentroles.3.Hofstede’sCulturalValueGeertHofstedeisaDutchsocialpsychologist.Heproposedaframeworkformeasuringculturaldifferencesindifferentcountries,whichiscalledtheculturaldimensiontheory.Hebelievesthatcultureisamentalprogramthatpeopleshareinanenvironment.Throughalargeamountofdataresearch,heattributedthedifferencesbetweendifferentnationalculturestosixculturaldimensions.3.1PowerDistanceIndexPowerdistanceindexmeanstotheacceptanceofunequaldistributionofpowerinasocietyororganizationbypeopleoflowstatus.Becauseofthedifferentunderstandingofpower,therearegreatdifferencesinthisdimension.EuropeanandAmericanpeopledon’tvaluepowerverymuch.Theypaymoreattentiontopersonalability.However,Asiancountriespayattentiontothebindingforceofpowerduetotheinstitutionalrelationship.Obviously,ChinapossessahigherpowerdistancethanEnglish.3.2IndividualismV.S.CollectivismIndividualismandcollectivismmeasuretheclosenessofrelationshipsbetweenindividualsandgroupsinaculture.Individualismdividesboundariesbyindividuals,whilecollectivismdividesboundariesbygroups.Basedonthisstandard,BritainbelongstoindividualismandChinabelongstocollectivism.3.3UncertaintyAvoidanceIndexSociety’stoleranceforuncertaintyandambiguityreferstouncertaintyavoidanceindex.Thehighertheindex,thelowerthetoleranceforuncertainty.Ifmostpeopleinthiscountrymakeplans,itsindexwillbehigher.Throughhistoricalresearch,itshowsthatChinaandtheUKalikeweakeruncertaintyavoidancecountries.Therefore,BritainwasabletocompletethefirstindustrialrevolutionevenestablishedasunlessEmpireandChinesebusinessmenareallovertheworld.3.4Masculinityvs.FemininityBorrowingpeople’sgeneralconceptsofmenandwomentomeasuretheoveralltendencyofaculture,wecanseeahighlymasculineculturalsocietyemphasizescompetition,enterprising,careersuccess,materialism,whileahighlyfeminizedculturalsocietypaysmoreattentiontointerpersonalrelationships,family,andqualityoflife.Inthisdimension,Britainisacountrythatismoremasculinethanapersonwhosimplyenjoyslife.Intheordinarylife,itisstillunabletohidetheBritishpeople’sinnercompetitiveness.Theyalwaystrytheirbesttoperfectthedetailsoflife.Evenactasagentleman,theyhaveahighdesireforsuccess.ThesameoccurrencehappensinChina.ManyChinesepeopletendtosacrificetheirtimeincompanywiththeirfamiliesandinentertainment,preferringtodevotemoretimeandenergytowork.3.5Long-termOrientationLong-termorientationreferstofocusingonfosteringlong-termbenefits,promotingfrugalityandreserves,andabandoningimmediatebenefitsinexchangeforlonger-termbenefits.Short-termorientationistheopposite,focusingoncurrentgains.ThedifferenceofChinaandEnglishcanbeeasilyfoundinbuyingahouse.Britain,likeotherwesterncountries,ismorefocusedontheshortterm,whichmeanstheywouldratherloantobuyahouse,evenifittakesalifetimetopayoffaloan.ButinChina,thereverseistrue:theagedsavethewholelifetobuyahousewiththefullamountforthereasonofmoney-saving.Besides,theChineseareverykeenonsavingandinvesting.3.6IndulgencevsRestraintIndulgencetendstoallowpeopletoenjoynatureandthejoyofliferelativelyfreely,whilerestraintthinksthathumannatureandenjoymentoflifemustberestrainedwithstrictersocialnormsandcannotbeindulged.ThisdimensionisonlyfoundintheneweditionofCultureandOrganization(2010).SomeresearchshowsthatChinaisatalowlevelandBritainisthemiddleclass.3.7ConclusionAccordingtothepreviousresearchresultsbyHofstede,otherinterculturalcommunicationscholarsagreedthatChinesecultureisatypicalorientalculturewhichfeaturesculturalvaluesofHighCollectivism,HighUncertaintyAvoidance,HighPowerDistance,MasculinityandLong-TermOrientationwhileBritainCultureisarepresentativeofwesterncultureswhichfeaturesculturalvaluesofHighIndividualism,LowUncertaintyAvoidance,LowPowerDistance,Masculinity,andShort-TermOrientation.4.Inordertostudythedifferencesinadvertisingbetweenthetwocountries,threeresearchquestionsareposedasfollows:ResearchQuestion1:WhataretheculturalperformancesinChineseandBritishPSAs?ResearchQuestion2:Whatarethedifferencesofpublicserviceadvertisementsinculturaldimensionsbetweenthetwocountries?ResearchQuestion3:WhatarethechangesofculturalvaluesreflectedinChineseandBritishPSAscomparedwithHofstede’sresearchrespectively?Andwhy?Basedontheseresearchquestions,thedataofsixculturalvaluedimensionsmanifestedinChineseandBritishPSAsarecollectedandcodedthroughthemethodofcontentanalysis.4.1DifferenceinHealthPublic-serviceAdvertisementsExample1StopSmokingforChildrenAfatherissmokinginthelivingroom.Thechildisholdingthetoystationanddarenotgoinatthedoor.Thefatherseesitandhugsthechild.Thechildstartscoughing.Thenthefatherthrowsthecigaretteaway.Finally,thesubtitleappears,sayingstopsmokingforthechild.Example2SmokingDamagesYourHealthTheDepartmentofHealthrecentlylaunchedanewsetofnon-smokingadvertisementsonTV,billboardsandtheInternet.Intheadvertisement,thecigaretteonthesideofthesmoker’smouthgraduallyturnsintoaratherdisgustingtumorintheprocessofburning.Thesceneisunforgettableandhaunting.Whenthethemeoftheadvertisementistoresistbadbehaviorsandideas,andsomekindofhealth-relatedbehaviors,theyusuallyadopttheexpressionmethodofsettingexaggeratedplots.Thispartofpublicserviceadvertisingusesexaggeratedandsuspensefulexpressionssimilartoliterarycreationtoreflectthedirectandfatalharmcausedbybadbehaviors,soastodeepentheconcernofthisbehaviorandbevigilantagainsttheconsequencesofitsimplementationinordertoachievethesocialeffectsexpectedfromhealthPSAs.Thecolorsofthescreenarebright.Thismaybedeterminedbytheeducationalfunctionofpublicserviceadvertisementstocreateacheerfuladvertisingatmosphere.Brightandvividpicturebackgroundsettingsareoneoftheeffectivewaystomakepublicserviceadvertisements.NowturntotheUK,afterwatchingthisadvertisement,Britishpeoplesaythatitisthe"mostdisgustingNoSmokingAdvertisement"theyhaveseen.ThroughthecomparisonwecanseethetotallydifferentculturalvalueorientationbetweenChinaandtheUK.China’spublicserviceadvertisementsuseemotionalappealtoattractaudiences,whileBritishpublicserviceadsembodyrationalappealandpersuadetheaudiencebyemphasizingrealinterests.4.2DifferenceinSocialBehaviorPublic-serviceAdvertisementsIntheabovediscussion,ithasbeenmentionedthatChinatakestheoverallinterestsasthevalueorientationandhighlightstheimportanceoffamilyharmonyandkinship.Underthedominationofindividualism,westernculturehasadeepbeliefinnatureandscience,anditsthinkingtendstobepractical.Itadvocatesusinginductiveandrationalmethodstosortoutperceptualmaterials.Thisdifferencehasbeenfullyreflectedinsocialbehaviorpublic-serviceadvertisements.Forexample,"Wateristhesourceoflife,pleasesaveeverydropofwater."ThisChinesePSAfullyembodiesstrongemotionalfactorsaboutenvironmentalprotection.Itcallsonpeopletosavewaterthroughtheirdemandsforlife,whichisinsharpcontrasttotheEnglishadvertisementbelow."Bewaterwise.Itmakescenters.""makecenters"embodythematerialismthatBritisheradvocate,andthisworshipofmaterialismisjusttheexpressionofwesternrationalismtradition.Theotherclassicexampleisenvironmentalprotectionpublicserviceadvertisements.Chinausesbrightcolorandvariousscenariosaresupplementedbydigitalexplanationstotellustheimportanceofenvironmentalprotection.IntherecentenvironmentalPSAs,thepublisherschosetheauthoritativedatareleasedbythegovernment.Forexample,theannualemissionofcarbondioxideintheworldis23billion,17millionhectaresofforestsdisappeareveryyear,and140speciesdisappearonaverageeveryday,towarnpeopletoprotecttheenvironmentandnature.ThistakesadvantageoftheChinesepeople’sbeliefinauthority.TheBritishpeopledonotfullyobeyandbelieveinhigh-levelauthority.Onthecontrary,theyacceptthedifferenceofstatusandrankproperly.Butwhattheyloveindeedisinnovation.ThenewestenvironmentalprotectionpublicserviceadvertisementintheUnitedKingdomisconveyedbyasalespersonintheformofstreetactivities.Thenoveltyisthecurrencyofthetransactionisnolongermoney,butsomethingthatmakespeoplehealthy,soastotelleveryonetocarryoutmorehealthyactivities.Forexample,anarratorinapublicserviceadtoldeveryonetowalkinexchangeformineralwater.Thefirstbottleofwateronlyneedstowalk2kilometers,thesecondbottleofwater5kilometers,andsoon.Withthepassageoftime,weneedtogofarthertoobtainwaterresources,tellingusstepbystepthatthewaterresourcesarelimitedandnotinexhaustible.4.3DifferenceinSocialHotspotsPublic-serviceAdvertisementsThesponsorsofsocialhotspotsPSAsaregenerallygovernmentagencies.Mostofthesepublicserviceadvertisementslastabouttwominutesinordertocallonpeopletopaymoreattentiontothingsthatdoharmforsociety,suchasdrugsandgambling.Somealsomaintainthenormaloperationofrelevantlawsandregulations,likecounterfeiting.Thereisalsoanappealtoeveryonetopayattentiontotheflourishofeducation,sayingthateducationrejuvenatesthecountry,andpublicserviceadvertisingalsoassumesthemissionofmakingthecountryabetter.Owingtothebuzzofstress,itbecametheprimaryprospectofsocialfocusadvertisements.Asisexplainedinculture,thequalitiesofdeductiveprocessingofinformationareautomaticandunconscious,andthekeypointofhuman’sautomaticinferentialcapabilitydoesn’tconsiderthesemanticfeatureoftheassumptionexceptbeingreflectedinforms.TheeditionofPSAsmustbeaccordedwiththeculturalhabitoftheiraudience,soastogaintheoptimaleffects.Therefore,fromtheexpressivewaysofPSAs,wecaninfertheiraudience’sculturalhabit.Nowlet’sseetwopiecesofPSAsindifferentlanguages:Sample1:Thoughtheideaofusingprotectionduringsexisgenerallyapprehended,peopletendtothinkunprotectedoralsexisok,andrarelyusecondomswhenitcomestogoingdownonsomeone.ThechallengewastogenerateanawarenessemphasizingthefactthatSTIsarealsotransmittedduringoralsex.Especiallysyphilis!(Net1)Sample2:“艾”与被爱，连着红丝带。(Net2)Sample1expressesthewholecontentsinexplicitterms.Withouteuphemisticwords,theaudiencecanunderstanditdirectlyandimmediately.FromitwecaninferthattheEnglishPSAsaretendtopersuadetheiraudiencefromthepointsoftheindividual’spersonalinterest,thatis,theaspectofrationalappeal.Therefore,wecanconcludethattheaudienceofEnglishPSAstendtoreasonundermoredirectandconcreteguidance.Sample2statesthefactinvirtueoftherhetoricofpartialtonewhichisauniquefeatureofChinesecharacters,fromwhichwecanseethatChinesePSAsaretendtopersuadetheiraudiencefromtheaspectofperceptualappeal.TheaudiencemustinfertheimplicitmeaningbehindthewordsbeforetheymasterthecontentofthispieceofPSA.Therefore,theideationofChinesePSAsisassumingtheirtargetaudiencebeingusedtoreflectingundermoreabstractguidance.FromtheexpressionsinthesetwopiecesofPSAs,wecanseethattheEnglishPSAsassumethattheiraudiencesareusedtoponderingflat-footedly,whereastheChineseonesassumetheiraudiencespreferauger-stylemodeofthinking.Inaddition,thedifferenceofethicsandmoralityissodeep-rootedinChinesetraditionalthoughtsthatitformsarelativelyconservativeideologyinChinesesociety.However,duetotheindustrialcivilization,Renaissanceandotherhistoricalfactors,Britishpublicserviceadvertisementsshowtheiropenideas.InChina,therewillbenodirectuseofcondomstofightagainstHIVinpublic,whileinBritain,sexycovergirlsaredirectlyusedasnationalrecruitmentadvertisements.5.CausesofDifferenceofChina-UKPublic-serviceAdvertisementsAsaculturalproduct,PSAcontainsvariousculturalbeliefsinitscontentandformofexpressioninterestsuchasbeliefinvalues.Throughshapingacertainvalueidealandprovidingacertainvaluestandard,PSAprovidesthecorrespondingvalueguidanceforthedevelopmentofsocialculture,thusbearingtheculturalfunction.Duetotheinfluenceofdifferentsocialandculturalbackgroundandsocialdevelopmentprocess,publicserviceadsshowdifferentdevelopmentpathsindifferentsocietiesandcountries,andthedevelopmentlevelofpublicserviceadsindifferentcountriesisalsodifferent.Therefore,itisnecessarytoexplorethereasonsforthedifferencesbetweenChineseandforeignpublicserviceadvertisements.5.1IndividualismandCollectivismIntermsofwomen’simage,Chinesecultureemphasizesthetraditionalimageofhardworkingandvirtuoushousewives,whichemphasizewomen’spositioninthefamily,whileBritaincultureemphasizesindividualrights.ChinesePSAs,whichmanifestthecollectivismculturalvalue,arethereflectionoftheintegrityoforbelongtoafamilyorsocialgroup.Theyputemphasisonthegroupmembersrelationsandemotionsandthebenefitstofamiliesorothersofgroupmembers.FamilyandgroupmembersareregularlymentionedinChinesePSAssamplesaswellasinChinesesociety.Nevertheless,BritishPSAs,whichdemonstratetheindividualism,putemphasisonthebenefitsorrightstoanindividual.Thefrequentemergenceof“we”revealsthatChinesepublicserviceadvertisementsaremoreembodiedincollectivismthanintheUnitedKingdom,andintheUnitedKingdom,therearemoreindividualism.ManyoftheadsintheselectedsampleofChinesePSAsuse“we”,whereastheBritishPSAsuse“I”,indicatingthatBritishPSAstendtobeindividualistic.Inaddition,manypeoplewhoappearinPSAswithdifferentidentitiesofallagesalsoimplyBritishindividualism.5.2UncertaintyAvoidanceBytheanalysis,ChinesesamplesexhibitmoreLowerUncertaintyAvoidancethanBritishonesandasregardsHighUncertaintyAvoidance,ChinesePSAsshowlessappearancethanBritishsamples.AlargenumberofChinesesamplesshowthatChinesepeopletendtofollowthenotificationofapplicablerules,traditionalvaluesandseniorpeopleduetotheirlonghistory,whichisalsolearnedfromtheirformergeneration.Onthecontrary,afarmanyBritishsamplesshowobediencetopractice.Incontrast,Britishadslooseobediencetothehighdegreeofuncertaintyavoidance.ALowerUncertaintyAvoidancemanifestedinthisexampleindicatesthecountrydoesnotemphasizetheconceptofnotificationandfavorofavoidancefortherules.ChinesePSAsfeaturestrongembodimentofLong-termorientation.ItiswellknownthatinatraditionalChinesefamilyspiritisrigidlyobservedandlongtraditionisnationallyappreciated.AhigherLong-termOrientationbelongstotheculturalvalueofsomecountriessuchasChinaindicatesthesecountriesstressobediencerelationshipsamongtheelderly,indicatingdifferentiationbetweenelderandyoungerrelatives.ALowerLong-termOrientationmanifestedinthisexampleindicatesthecountrydoesnotemphasizetheconceptoflong-term,traditionalorientation.Bycomparison,ChinesesamplesshowmoreLong-termOrientationthanBritishonesandasregardsShort-termOrientation,ChinesePSAsshowlessthanBritishsamples.AlargequantityofChinesesamplesshowthatChinesepeoplerespectthepastexperiences,traditionalvaluesandseniorpeopleduetotheirlonghistorywhicharealsothevaluesadvocatedbyConfucianism.Onthecontrary,afarmanyBritishsamplesshowconcernforchildren’shealthandshowcareforyounggeneration.6.ConclusionOriginatedfromsociallifeandservedasthevividreflectionoflife,PSAscanbetheguidanceofsocialbehaviornorms.Inthisthesis,onthebasisofHofstede’sculturalvaluedimension,thecomparativecontentanalysisisconductedon10Chinesesamplesand6Britishsamplesinrecentyears.Throughdiscussingtheresearchdataofthesixselectedculturalvalues,theresearchquestionsareansweredandthereasonsofresearchresultsareanalyzed.Theresearchresultsandthediscussionofpublic-serviceadvertisementsrevealthatChinesesamplesreflectsomeculturalvaluesmorefrequentlythanBritishsamples.Theyare(1)Collectivismvaluedimension,and(2)Long-TermOrientationvaluedimension.Ontheotherhand,BritainsamplesmanifestthefollowingculturalvaluesmoreoftenthantheChinesesamples:(1)Individualismvaluedimension,and(2)Short-termOrientationvaluedimension.TheconclusioncanbedrawnthatamajorityoftraditionalculturalvaluesbelongingtoeachcountryshowtheirappearancestoalargeextentintheChineseandBritishPSAsamplesrespectively.Giventheirculturaldifferences,therearestilldifferencesinPSAsbetweenthetwocountries.Inaddition,theresearchresultsreflectthattwoculturalvaluedimensionsarenotgreatdifferentiatedintermsofthefrequencywithwhichitisemployedineithersampleofthetwocountries’samples.ThatisHigh/LowPowerdistanceandMasculinity/Femininity.ThechangesmanifestedinPSAsofbothcountriesmaybeduetothespecialcontentofPSAswhichmustbepublicservice,non-profitandpersuasion.Therefore,someculturalvaluesareunlikelytoappearinthiscontext,suchasPowerDistanceandMasculinity/FemininitywhichareoppositetothefeaturesofPSAs.Inaddition,theculturalchangesinbothcountriesunderglobalinfluencesuchaspopulationgrowth,largemovementsofimmigrantsallovertheworld,globalizationandtheconstantimprovementandproliferationofinformationtechnologysystemsworldwideaccountforthechanges.

ReferencesHofstede,G.Cultura