跨文化视角下的中西公益广告文化价值观对比

Abstract

Value,ar.importan.part.i.nationa.cultures.Recently,

communicatio.betwee.countrie.i.increasing!,close,s.i.i.

necessar.fo.u.t.stud.th.differen.Chines,an.wester,cultu

ra.values.Althoug.value,ar.abstrac.concepts,the.ca.b.sh

ow.Lhroug.ddverlisemeiiLs.Publi.servic.adverlisemeiil.ar.

municatio.activitie.whic.ai.t.provid.serv

ic.fo.publi.action,publi.we1far.an.t.promot.th.socia.mo

ra.values,behavio.norm.an.ideology.Du.t.th.characterist

ic.an.purpose,o.publi.servic.ads.th.sens.o.responsibili

ty.people-oriente.value,an.mora.ar.al.showe.i.th.Chines

.an.wester,publi.servic.ads.Base.o・th.Kluckhoh.an.Slrod

tbec.fiv.cultura.valu.orientations,thi.thesi.select,aro

un.6.piec.o.publi.servic.ad.randoml.i.whic.Chines,an.we

ster.cover,abou.3.pieces.An.i.intend,t.discus,th.simila

ritie.an.difference,i.cultura.value,an.th.cause,o.diffe

rence.throug.comparin.th.Chines,an.wester,cultura.value

.fio.Chines,an.wester,publi.seivic.yds.

Th.stud.foun.tha.th.cultura.value,mainl.reflec.i.fo

u.aspect,includin.huma.nature,th.relationshi.betwee.hum

a.an.nature,activit.orientatio.an.tim.orientation.Th.se

ns.o.responsibilit.an.crisi.awarenes.ar.th.commo.cuRur

a.value,i.Chines,an.wester,publi.servic.ads.Whil.differ

ence.aI',whellie.hunian.liv.i.harnion.wiI.nalur.o.not.whelh

e.pas.tim.orientate,o.futur.tim.orientates,whethe.i.i.i

ndirec.o.direct,whethe.i.i.collectiv.o.individua.an.whe

the.i.i.humorou.an.free.An.th.reason,o.thes.difference,

ar.historical,socia.an.religiou.factors.

KeyWords:KluckhohnandStrodtbeckvalues;Chinese

andwesternpublicserviceadvertisements;culturevalues;

contrastiveStudy

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。由于公益广告本身

的特点及目的，这就决定了中西公益广告中必须体现一定价值

观，比如社会责任性、人文性。本文以Kluckhohn&Strodtbeck

的五大价值取向为理论支撑，从网上随机挑选了60条公益广告,

其中西各占一半，试图对中西公益广告中的文化价值观进行对

比分析，探讨其文化价值观的异同点及其产生差异的原因。

研究发现，中西公益广告中的文化价值观主要体现人的本

性，人及自然的关系，活动取向，时间取向这四个方面。责任感

及危机意识是包含在中西方公益广告中的共同文化价值观，而

差异则体现在人及自然和谐相处及人类支配自然、过去时间取向

及未来时间取向、含蓄及直接、集体主义及个体主义、幽默、自

由这些方面。同时，主要是历史、文化、信仰等因素造成了中西

方之间的差异。

关键词：中西公益广告;跨文化交际;文化价值观；对比研究

Contents

Abstract...................................

摘要.................................................I

Contents.................................................

1Introduction..........................................0

1.1ResearchBackground..............................0

1.2Purpose...........................................1

1.3Significance.....................................3

2LiteratureReview....................................4

2.1Kluckhohn&StrodtbeckCulturalValueOrientations

.......................................................4

2.2RelatedStudiesofPublicServiceAdvertisements5

3ManifestationofDifferentValuesinPublicService

Advertisements........................................7

3.1ChineseCulturalValues..........................7

3.1.1HumanNature................................7

3.1.2RelationshipBetweenHumanandNature...8

3.1.3ActivityOrientation.......................9

3.1.4TimeOrientation...........................10

3.2WesternCulturalValues.........................11

3.2.1HumanNature...............................11

3.2.2RelationshipBetweenHumanandNature....12

3.2.3ActivityOrientation......................12

3.2.4TimeOrientation..........................13

4SimilaritiesandDifferencesBetweenChineseandWestern

CulturalValues.........................................14

4.1Similarities....................................14

4.1.1SenseofResponsibility...................14

4.1.2CrisisAwareness...........................15

4.2Differences.....................................16

4.2.ITheRelationshipofHumanandNature....16

4.2.2TimeOrientation..........................18

4.2.3DirectandIndirect.......................19

4.2.4CollectivismandIndividualism...........19

4.2.5Humor......................................22

4.2.6Freedom....................................23

4.3CausesoftheDifferences......................25

4.3.1HistoricalFactors........................25

4.3.2SocialFactors............................26

4.3.3ReligiousFactors.........................26

5Conclusion............................................27

References.................................

1Introduction

1.1ResearchBackground

Florenc.Kluckhoh.an.Fre.Strdotbeck.tw.America,an^hr

opologists.se.

ou.t.operationaliz..theoretica.approac.t.th.value.conce

pt.The.analyze,cultura.patterns.Afte.examinin.hundred,o

.cultures.Kluckhoh.an.Strodtbeck(1961)

reache.th.conclusio.tha.peopl.tur.t.thei.cultur.fo.answ

er.i.Variation,i.Valu.Orientation..

Florenc.Kluckhoh.an.Fre.Strodtbec.develope..theor.w

hie.include,huma.nature,th.relationshi.betwee.huma.an.n

ature.activitie.orientation.tim.orientation..

Publi.servic.ad.i.a.advertisin.campaig.whic.i.no.fo.pr

ofit.bu.fo.spreadin.goo.socia.ideas,thoughts,behavior,

advertisin.campaig.t.th.publi.b.th.techniqu.o.expressi

o.o.art.Sine.Leec.bega.studyin.advertisin.i.th.lat.196

Os.advertisin.receive,widesprea.attentio.o.wester.scho

lars.Bu.ther.i..handfu.researc.o.publi.advertising.Lyn

・explore,th.persuasiv.effec.o.publi.servic.advertising

,Hacke.reviewe.th.histor.o.th.developmen.o.publi.adver

tisin.i.Hon.Kong.Pears,an.Appe.studie.th.nature,origi.

an.effec.o.publi.servic.advertising.I.show.tha.th.resu

It.o.domesti.researc.abou.advertisin.ar.rich.Che.Huixi

n.pointe,ou.tha.althoug.th.publi.servic.ad.pla.a.impor

tan.rol.i.th.moder,society,the.di.no.cans,enoug.attent

io.i.Chines,academi.field.Compare,wit.commercia.advert

ising.th.stud.o.publi.advertisin.i.relativel.weak.Fro.

th.perspectiv.o.languag.an.cultur.o.th.stud.o.publi.se

rvic.ad.,th.pape.i.mai.focuse.o.th.characteristic,o.pu

bli.servic.advertisemen.language,rhetori.an.discours,p

attern.Thi.thesi.analyze,th.similaritie.an.difference,

betwee.Chines,an.wester,cultura.value,whic.reflecte.b.

th.publi.servic.ad.base.o.Kluckhoh.an.Strodtbec.cultur

a.valu.orientations.An.i.explain,th.reason,fo.th.simil

aritie.an.differences.

1.2Purpose

Valu.i.a.importan.par.o.nationa.culture.I.moder,societ

y.th.communicatio.betwee.countrie.i.s.clos.tha.th.stud

,o.Chines,an.wester,value,unde,differen.cultur.backgro

un.become,necessary.Althoug.valu.i.a.abstrac.concept,i

,ca.b.show,throug.advertising.Publi.servic.advertiseme

nt.a..kin.o.specia.for.focu.o.people*.though,an.behavi

or.promotin.traditiona.virtues.I.practice,th.quantit.a

n.qualit.o.ou.countr.publi.servic.ad.i.to.ba.an.lack,o

,flexibility.An.it.sustainabilit.i.poor.S.i.canno.giv.

,dee.impressio.o.th.publi.mind.Ais.i.i.no.literally.Th

,rol.whic.publi.servic.playe.i.limited.Foreig.publi.se

rvic.ad.star.i.th.earl,years,s.the.ar.relativel.mature

•mor.complet.i.operatin.mechanism.I.lead.t.th.differen

ce.betwee.Chines,an.wester,cultura.values.Medi.usin.an

,government'.operatio.ar.ver.impotan.i.advertising.Th

e.hav.certai.guidin.significance.A.first,th.thesi.anal

yze.th.embodimen.o.th.Chines,an.wester,advertisemen,cu

Itur.values.The.i.give..comparativ.stud.o.Chines,an.we

ster.publi.servic.advertisin.cultura.value..A.last.it.

studie.th.cause,base.o.Kluckhoh.an.Strodtbec.cultura.v

alu.orientations.

1.3Significance

Publi.servic.advertisements,a..conceptual,hav.quit.

,socia.sens.o.responsibility.The.reflec.th.curren.urgen

,significan.socia.problems,an.ca.produc.goo.socia.effec

t.Valu.i.a.importan.performanc.o.Chines,an.wester,publi

.servic.ads.Thi.thesi.look.fo.publi.servic.ad.an.choose

,th.representativ.o.advertisin.fro.th.magazine,an.th.In

ternet.Throug.thi.thesis,i.i.hope.t.mak.peopl.unders二an

.th.differen.mod.o.publi.servic.advertisement,unde.th.c

ros.cultur.betwee.Chines,an.wester,countries.A.th.sam.t

ime.i.ca.als.mak.u.understan.th.difference,o.people'.c

ognitiv.styl.unde,differen.cultur.background.

Throug.knowin.th.cultura.similaritie.an.difference,bet

wee.differen.countries,w.ca.gras.an.appl.knowledg.bett

er.An.w.hop.tha.th.result,o.thi.stud.ca.hel.th.publi.s

ervic.advertisemen,producer,desig.bette.publi.servic.a

d.s.tha.i.ca.improv,th.public，.mora.consciousness,prom

ot.mora.behavior.

2LiteratureReview

2.1Kluckhohn&StrodtbeckCulturalValueOrientations

Becaus.publi.servic.ad.mostl.focu.o.people,th.relat

ionshi.betwee.ma.an.nature,ma.an.society,an.people'・beh

avio.way.s.thi.thesi.studie.Kluckhoh..Strodthec.theor.o

.valu.orientatio.an.th.externa,natura.environment,thei.

relation.wit.other,i.people，.minds,huma.activitie.leadi

n.t.thre.aspects,analyze,th.Chines,an.wester,publi.serv

ic.advertisemen.o.similaritie.an.difference,betwee.th.c

ultura.value,o.th.tw.countries.Value,o.righ.an.wron.fo.

peopl.i..persisten.belief,o..belie.wit.th.orde.i.accord

anc.wit.th.importanc.degre.o.th.system.Socia.individual

.hav.thei.ow.values,differen.culture,o.th.individual,o.

.particula.worl.outloo.an.outloo.o.lif.ha.forme,th.uniq

u・nationa.cultura.values.

Florenc.Kluckhoh.(1961.o.th.variatio.o.th.Valu.orie

ntatio.(Variation,i.Valu.Orientations.1961).th.autho.pu

t.forwar.si.kind.o.Valu.orientatio.i.th.model,namel.二h.

vie.o.huma.nature,th.relationshi.betwee.huma.an.environ

ment.peopl.orientation,spac.concept,tim.orientation,peo

pl.vie.o.thei.relationshi.wit.others.Fo.th.firs.tim.i.t

h.boo.Kluckhoh.propose,th.definitio.o.valu.orientation.

Sh.point,ou.tha.valu.orientatio.refer,t.th.so-calle./zpr

incipl.o.comple.bu.sur.modeled,linke.t.solv.commo,huma.

problems,play.a.instructio.i.huma.behavio.an.though,an.

guidin.role.(Kluckhoh.an.Strodtbeck.1961).Obviously.二h.

concep.o.th.difference,o.cultur.value,fo.subsequen.rese

arc.lai.th.foundation.

I.th.J6.s.Chin.bega.t.researc.o.th.values.Chines,resea

rcher.base.o.differen.theorie.ha.man.exploratio.conten

,classificatio.o.values.

2.2RelatedStudiesofPublicServiceAdvertisements

Publi.servic.ads.a.th.carrie.o.cultura.values,caus.

th.attentio.o.man.scholars.Publi.servic.ad.firs,appeare

.i.th.earl.1940.i.Unite.State,i.America,wartim.advertis

in.th.WA.Counci.(Wa.Advertisin.Council).aime.t.hel.th.g

overnmen.t.pas.emergenc.message.I.i.considere.a.th.prot

otyp.o.th.moder,publi.we1far.advertisement.Fo.th.stud,o

.publi.advertising,the.als.gradual1.ente.th.genera,adve

rtisin.scholar'•schedule.Th.studie.o.th.definitio.o.pub

li.servic.ads.characteristics,developmen.statu,an.th.op

eratio,mechanism,th.rol.an.function,media,creativ.an.pe

rformanc.techniques,theme,appears.

0,Keef.an.Rei.(1990.emphasize,th.importanc.o.integr

atin.theoretica.model,int.publi.servic.campaigns,annota

tin.tha.recen.successfu.PS.campaign.hav.incorporate,the

oretica.model,o.communicatio.o.persuasio.i.thei.develop

ment.The.als.stresse.th.importanc.o.examinin.ho.individ

ua.

difference,coul.affec.psychologica.mode.o.informatio.pr

ocessing.a.PSA.targe,differen.audience,fro.othe.form.o.

advertising.Atki.(2019)revie}te.th.previou.researc.expl

orin.effects.

Roberta.Elle.Pearso.(2019.i.hi.book..Comprehensiv.S

tud.o.th.Nature.Origin,an.th.Effect,o.Televise.Publi.Se

rvic.Advertisin.i.Publi.Servic.ad.i..commercia.skil.t.n

on-commercia.purposes.Publi.service,ad.focu.o.topic,inc

lud.publi.health,resourc.protection,an.safet.an.healt.i

ssues.Usuall.b..governmen.agency,nonprofi.organization,

an.medi.companie.sue.a.sponsorshi.an.promotion.

Ga.Pin.(2019.pu.forwar.i.th.publi.servic.ad.movemen

,o.publi.servic.ad.i..non-commercia.advertisin.service,

fo.th.publi.interest.Aim.t.sprea.b.advocatin.o.warnin.s

om.publi.we1far.concept,promot.socia.spiritua.civilizat

io.construction.

Zhan.Mingxi.(2019.sai.i.th.So-calle・Publi.Servic.Adver

tisemen.tha.th.Publi.Servic.Advertisemen,intend.t,see,

th.artisti.techniqu.o.expression.t,th,publi.sprea.adve

rtisin.campaig.o.it.beneficia.socia.ideas.t,promot.th.

chang.i,attitud.an.behavior.Publi.servic.ad,i,th.for,o

.livel.short,techniqu.o.expressio.i.diver,form,easil.a

ccepte.b,th.audience."Publi.servic.ad,ar.i,th.for.o・ad

vertising.communicatio.an.promotin.socia.justic.an.mor

ality.an.th.publi.t.cultivat.th.publi.consciousnes.an.

humanisti,spirit..A.thi.point,th.expressio.o・th,them,i

,publi.servic.ad・i,tw.languages,i.larg.par.i,similar,a

ri,therefor,ther.i・,commo,cultura.value.

3ManifestationofDifferentValuesinPublicService

Advertisements

3.1ChineseCulturalValues

3.1.1HumanNature

I.Kluckhohn'.cultura.valu.orientations,ther.ar.thr

e.kind.o.value,o.huma.nature.I.include,basicall.good,ba

sicall.evi.an.mixtur.goo.an.evil.Huma,natur.i.th.essent

ia.attribut.o.huma.being,whic.i.th.fundamenta,attribut.

o.ma.an.othe.animals.z，Huma.natur.good.make.th.basi.theo

r.o.huma.natur.i.traditiona.Chines,culture,whic.profoun

dl.influence,th.Chines,peopl.valu.orientation,an.behavi

ors.A.th.sam.time.i.traditiona.Chines,culture,th.theor.

o.

'huma.natur.i.good,point,ou.tha.ther.ar.othe.element,b

eside.good.Withou.prope.contro.an.discipline,thes.ingre

dient.ma.tur.int.evil.S.traditiona.Chines,peopl.shoul.p

a.mor.attentio.t.th.introspectio.an.improvemen.o.th.cha

racter..

(1)人之初，性本善

(2)仁者爱人

.,Influence,b.Chines,traditio.culture,peopl.believ.t

ha.huma.natur.i.basicall.good.Childre.ar.focuse.o.re

memberin.“人之初，性本善”.Th.“人之初，性本

善・cultura.valu.i..warnin.fo.Chines,peopl.agains.th.

corruptio.outsid.an.i.teache.peopl.t.b.kind-hearte.t

・embar.o.everything.

3.1.2RelationshipbetweenHumanandNature

.Base.o.th.vie.o.huma.being,an.externa,natura.envir

onment.Chines,emphasiz.o.th.harmon.o.huma.an.nature.The

,ar.influence,b.Chines,traditiona.though,o.nature-huma.

integration.Chines,alway.wan.t.adap.t.th.natura.environ

ment.S.i.derive,th.heave,induction,ma.proposes,go.dispo

ses.geographica.an.huma.condition,an.s.on.Chines,harmon

iou.philosoph.i.embodie.i.man.environmcnta.protectio.pu

bli.servic.advertisements...

(3)动物是人类亲密的朋友，人类是动物信赖的伙伴。

⑷保护地球环境一人类共有的家园。

⑸保护环境就是保护我们自己。

I.(3.an.(4).i.regard,th.animal,a.thei.friends,look,upo

.th.eart.a.thei.hom.whic.no.onl.closin.th.relationshi.

betwee.mankin.an.nature,bu.als.revealin.th.them.tha.pe

opl.mus.liv.i.harmon.wit.nature.Cas.(5.als.reflecte.th

•closel.relationshi.betwee.th.environmen,an.human,expr

esse.th.Chines,bes.wishe.tha.the.wan.t.liv.i.harmon.wi

t.nature.

3.1.3ActivityOrientation

Ther.ar.thre.kind.o.huma.activit.orientation,doing,

bein.an.being-in-becoming.Bein.orientatio.doin.orien^at

io.i.opposite.Patienc.i.considere.t.b.on.o.th.virtues,r

athe.tha.doin.nothing.Kluckhoh.an.Strodtbec.divide,peop

le'.activitie.b.usin.bein..ma.an.doin.things.Th.countr

ie.whic.focu.o.bein..ma.activit.orientatio.emphasiz.t.s

elf-cultivation.Bu.th.countrie.whic.focu.o.d.thing,acti

vit.orientatio.emphasiz.t.th.achievement,aggressiv.an.a

ctive.

Chines,cultur.i.th.bein.orientation,advocatin.copin

.wit.al.motion,b.remainin.motionless.I.addition,i.peopl

.wan.t.kno..person,the.alway.as.he.background,sue.a.fam

il.background,educatio.levels,wor.units,socia.relations

.et.i.China.Bu.ignorin.wha.the.di.ever.wha.persona,achi

evemen.the.owned.

(6)先做人，后做事。

⑺诚信方能成人。

⑻失去诚信，一文不值。

Chines,societ.emphasize,bein..man.Huma,orientatio.re

fleet,th.traditiona.Chines,value,an.th.value,i.refle

cte.i.man.publi.servic.ads.sue.a.case.(6.an.(7.expre

sse.tha.bein..ma.i.th.premis.o.doin.thing,successful

,Bu.mus.b.fait,first.Cas.(8.warn.tha.ther.wil.b.ho.t

h.consequence,o.los.o.integrity.

3.1.4TimeOrientation

Huma.tim.orientatio.ca.b.divide,int.thre.types.On.i

.th.past-orientatio,whic.emphasize,respectin.histor.an.

tradition.Secon.i.th.present-oriente.whic.usuall.pay.at

tentio.t.short-ter.an.immediate.Th.las.i.th.future-orie

ntatio.whic.th.socia.stres.changin.fo..Ion.time.

Past-orientatio,mainl.exist,i.th.traditiona.culture

.The.worshi.ancestor,respec.th.ol.man.respec,teachers,a

ttache.grea.importanc.t.th.ag.an.experience,becaus.thes

.aspect,ar.relate,t.th・〃past〃,Th.pas.orientatio.affect,

th.Chines,behavio.an.th.wa.o.thinking.I.Chines,society,

peopl.don，.car.muc.abou.th.future,unles.i.i.ver.fa.awa.

o.idea,future.Befor.doin.on.thing.Peopl.alway.conside.w

hethe.th.thin.wa.don.i.th.past.wha.lesson,ca.b.draw,fro

.successfu.experience,wha.lesson,shoul.b.learne.fro.fai

lure.S.th.routin.wor.ha.becom..kin.o.socia.norms.

(9)孩子的成长需要你细心的培养

(10)为儿女们着想!

I.moder.China,eac.marrie.coupl.usuall.ha.on.child.Ther

efore.i.turn.ou.tha.future-orientatio.i.als.manifeste.

wit.th.increasin.car.an.lov.fo.th.onl.child.Th.tw.A.al

,sho.th.stron.desir.fo.th.childre.future.

3.2WesternCulturalValues

3.2.1HumanNature

Differen.fro.traditiona.Chines,theor.o.huma.nature,

wester.Christianit.think,tha.huma.natur.i.evil.Wester,a

ncien.religiou.prophet,believe,tha.th.perso.onesel.i.gu

ilt.i.th.presenc.o.god.Onl.believin.i.god.ma.w.ge..sou.

t.save.Onl.showin.repentance,ma.w.liv.i.th.tria.o.th.en

.o.th.Chris,established.Fro.thi.z，origina.sin〃・i.orde.t.

becom..goo.man.ther.i..serie,o.law.t.gover.th.people.Ev

erythin.mus.b.don.withi.th.law.o.i.wil.b.punished.

(11)Allhumanshavebeenbornwithoriginalsinduoto

thatbehavior..

(12.Go.wil.no.sav.you..

(13.Goodnes.ca.b.achieve,b.constan.har.work.

I.wester.Christianity,the.thin,peopl.hav.origina.sin

(1).Go.wil.no.sav.you.bu.yo.sav.yoursel.b.workin.har

,an.receivin.othe.goo.influences.

3.2.2RelationshipbetweenHumanandNature

Wester,emphasi.o.b.changin.th.natura.environmen.t.a

chiev.thei.goals,peopl.contro.environment.Differen.Cogn

itiv.abou.th.relatio.betwee.peopl.an.th.environmen.caus

e.huma.treatin.natur.wit.differen.desire,attitud.an.beh

avior.

(14)WhentheSupremeCourthandeddownitshistoric

decisiononglobalwarmingitwasn,tjustabunchof

lawyerswhowon.

(15)Sometime,ther.i.onl.on.thin.tha.ca.stan.u.t.cha

ng.ai.pollution,an.tha.i.th.law.Eart.justic.use.th.la.t

.figh.fo.th.environmen.an.w.ar.winning.

T.se.case.(14.an.(15).tw.A.base.o.callin.fo.legislat

io.t.reduc.th.eart.warmin.an.pollution.Bu.i.rea.seri

ously.peopl.seem.t.hav..wor.fo.natur.legislation.

3.2.3ActivityOrientation

Wester,societ.emphasize,action.Peopl.mus.constantl.

work,constantl.creat.value.Wester,peopl.wor.har.an.hop.

t.ge.promote,becaus.o.thei.achievements,salar.an.othe.f

orm.o.recognition.The.als.pa.attentio.t.th.typ.o.activi

ty.Activit.usuall.ha.th.externa,for.whic.ca.b.see.an.to

uched.

(16)Whathaveyoudoneforyourmarriagetoday?

(17.Someon.pu..glas.cove.o.a.extinguishin.candl.wit

.th.exhaustio.o.oxyge.th.candl.goe.out.On.th.opposit.si

d.someon.bloc.th.win.wit.hand.an.th.candl.blow.u.again.

Stayin.awa.fro.AID.patient,i.equa.t.spee.u.thei.dying.G

iv.the..han.an.the.you.tim.make..worth,life.

I.evaluatin..person.American,alway.as.”wha・he/sh.hav

・done?*.An.”wha・achievement,he/sh.have?”・I..perso.si

ttin.thinking,h.didn'・d.anythin,becaus.thinkin.canno

・quantify,canno.b.measured.Sue.a.case(16.whic.i.urgi

n.peopl.t.action.The.star.fro.th.mino.matter,maintai

nin.famil.stability.Thi.sui.fo.th.America,cultura.va

lue.an.behavior.Case(17).i.regrade,th.discriminatio.

an.alienate,fro.HIV/AID.patient,a..glas.cove.t.pu.ou

・th.candle.Th.resul.ca.onl.accelerat.thei.death,bu.h

and.ca.hel.the.religh.th.fir.o.thei.lives.Thi.publi.

servic.ad.hav.n.mora.indoctrination,advise,peopl.rea

che.ou.hand.t.hel.them.

3.2.4TimeOrientation

Presen.orientatio.d.no,pa,to.attentio,o.concernin.a

bou.wha.th.pas,happene.an.wha.migh.happe.i.th.future.Pe

opl.thin.tha.onl.presen.i.th.mos.importan.thing.The.ten

.t.us.ever,minute,bu.don’.pla.fo.tomorrow.Present-orie

ntatio.onl.focu.o.short—ter,an.present.Traditiona.Islam

i,cultur.belong,t.present-oriented.An.attempt,t.predic.

th.futur.ar.stupid,becaus.onl.Go.know。th,future.Therefo

re.th.Arab,ar.present-oriented.The,ar.no.willin.t.forec

as.th.future.

Future-orientatio.pay.attentio.t.th.change.I.thi.socie

ty.chang.i.usual1.considere.necessar.an.useful.An.th.p

as.i.ou.o.dat.whic.shoul.b.abandoned.Kluckhoh.an.Strod

bee.an.Hal.al.though,tha.thi.kin.o.tim.orientatio.exis

t.i.America,society.I.th.Unite.States,al.kind.o.ne.pro

duct.an.packagin.emerg.i.endlessly,becaus.the.thin,onl

.i.thi.wa.ca.attrac.customers.I.past-orientatio.o.Chin

es.society,peopl.generail,believ.ol.bran.an.a.ol.an.fa

mou.shop.

4SimilaritiesandDifferencesBetweenChineseandWestern

CulturalValues

4.1Similarities

4.1.1SenseofResponsibility

Everyon.carrie.variou.responsibilit.i.lif.includin.

th.perso.yo.loved,family,work.eve.fo.th.countr.an.th.wo

rid.A..socia.person,n.on.ca.releas.bearin.th.responsibi

lity.becaus.everyon.ha..responsibilit.t.promot.th.devel

opmen.o.th.society.Ther.ar.man.socia.problem,i.moder,so

ciety.Publi.servic.ad.ca.arous.th.sens.o.responsibilit.

o.thei.hear..I.i.helpfu.t.solv.th.problem.Th.followin.a

dvertisement.embod.th.sens.o.responsibility.

(18)比献出的血更宝贵的是你的真情。

(19)地球是我家，绿化靠大家。

,.(20)Crocodil.no.evi.i.crocodil.skin.n.sal.n.kill.

Thes.advertisement,hav..commo,characteristic.The.ai.

t.advocat.peopl.t.donatin.bloo.o.protectin.th.animal

s.tha.peopl.shoul.d.themselves.Al.o.thre.PS.sho.u..f

act.A.th.member,o.th.society,i.i.th.dut.o.everyon.t.

promot.socia.development.

4.1.2CrisisAwareness

Wit.th.developmen.o.socia.economy,peopl.pa.mor.arte

ntio.t.environmen.crisi.an.publi.awarenes.crisis.T.alle

viat.an.solv.th.increasin.socia.problem,publi.servic.ad

.cam.int.being.A.th.developin.countries,publi.servic.ad

vertisemen,no.onl.hel.th.publi.kno.socia.problems,bu.al

s.use.a.a.effectiv.mean.o.spiritua.civilizatio.construe

tio.o.th.government.

Wit.th.developmen.o.th.society,huma.being,explore,n

atur.t.pursu.economi.interest,whic.lead.t.th.deteriorat

io.o.th.ecologica.environmen.an.socia.consciousness.Mod

er.publi.servic.ad.com.int.being.Publi.servic.advertise

ment.firs,appeare.t.improv,th.genera,publi.understandin

.o.th.prominen.socia.problems,affec.thei.opinion,an.att

itude.abou.thes.issues.No.i.ca.als.chang.thei.behavio.a

n.practices,thereb.promotin.alleviat.o.solv.socia.probl

ems.I.China.Guiyan.televisio.firs.use.z/sav.water,a.th.t

hem.o.publi.servic.ad.i.198..I.Octobe.1987.publi.servic

,ad.whic.ar.dominate,b.th.governmen.an.know.a.th."publi

.servic.ads.advertisin.bega.t.wal.int.th.lif.o.th.commo

.people.An.the.al.kind.o.publi.servic.advertisement,i.T

V.radio,prin.medi.t.sprea.widely.

W.ca.dra.lesson,fro.foreig.successfu.experienc.o.publi

.servic.ads.an.se.u.specialize,agencie.t.manag.product

ion.advertisemen,planning,creative.etc.I.wil.hav..prog

rammati.targe,t.carr.ou.th.publi.servic.advertisements

,industrialization.W.wil.improv,th.mechanis.o.th.opera

tio.o.th.publi.servic.ads.

4.2Differences

4.2.ITheRelationshipofHumanandNature

Th.traditiona.Chines,vie.o.th.univers.an.th.atti3ud

.toward,natur.i.tha.ma.i.a.integra.par.o.nature.I.make.

Chines,natural1.thin.tha.peopl.ar.par.o.nature.Humanit.

i.heaven.I.wester.culture,th.relationshi.betwee.huma.an

.natur.i.divided.Th.though,tha.ma.i.a.integra.par.o.nat

ur.wa.pu.forwar.b.Zhuan.Zi.An.thi.ide.wa.eventuall.dove

lope.int..syste.o.philosoph.b.Don.Zhongshu.an.becam.二h.

mai.bod.o.th.Chines,traditiona.culture.Sine,ancicn.time

,peopl.fol