中美环保公益广告文化差异对比研究_英语论文  

A Comparative Study on Cultural Differences between Chinese and American Environmental Protection Public-service Advertisements

摘要

近年来,由于经济的快速发展，环境问题越来越受到人们的重视。中美出现了大量相似环保公益广告。环保公益广告的主要目的是为了宣传生态环境破坏问题，为了唤醒公众环保意识,开始环保行为。受不同文化的影响，两国环保公益广告的表现形式各有不同。

本文通过比较中美环保公益广告风格，语言，运行方式和时间取向的不同的差异，    基于霍夫斯泰德的文化理论中个人与集体主义的对比和中美两国国民性格的对比，及克拉克洪和斯乔贝克提出五大价值取向中人与自然的关系、时间取向的文化价值观，分析形成差异背后的文化因素，提出了发展中国环保公益广告发展建议，以推动我国环保公益广告乃至整个公益广告事业的发展，促进两国文化交流。

关键词：中国；美国；环保公益广告；文化

Abstract

In recent years, due to the rapid economic development, more and more people pay close attention to environmental problems. Both China and America have made a large number of environmental protection public-service advertisements (PA). Environmental protection PAs are used to disseminate ecological and environmental problem, to awaken public awareness of environmental protection and to urge the public to take environmental actions. Due to different cultures, Chinese and American environmental protection PAs is different. 

By comparing and analyzing the differences of style, language, and operation mode and time orientation between Chinese and American environmental protection PAs. Close analysis was carried out under the guidance of Hofstede's Cultural Value Dimension and Kluckhohn and Strodtbeck's Cultural Value Orientations, on the aspects including social relationship, relationship of humankind to nature, sense of time. This paper has explored the cultural causes behind the differences, proposed suggestions on the development of Chinese environmental protection PAs, thereby promoting the development of the Chinese environmental protection PAs and even all the public service advertising industry, and enhancing cultural exchange between the two countries. 

Key words: China; America; environmental protection public-service advertisements; culture

Contents

Abstract i

摘  要 ii

1. Introduction 1

1.1 Chinese Environmental Protection PA 1

1.2 American Environmental Protection PA 2

2. Differences in Chinese and American Environmental Protection PA 3

  2.1 Humor 3

  2.2 Imagination 4

2.3 Language Feature 6

  2.3.1 Vocabulary 6

  2.3.2 Sentence Pattern 6

  2.3.3 Rhetorical Device 7

2.4 Operation Mode 8

2.5 Time Orientation 9

3. Causes of Differences in Chinese and American Culture 11

  3.1 National Character 11

  3.2 Implication and Directness 11

3.3 American Individualism and Chinese Collectivism 13

3.4 Philosophy of Value 14

3.5 Past Orientation and Future Orientation 15

4. Suggestions for the Development of Chinese Environmental Protection PA 17

4.1 Increase Attraction 17

4.2 Improve Operating Mechanism 17

4.3 Strengthen the Cooperation between Government, Media and Enterprises 18

4.4 Increase Public Participation 19

 5. Conclusion 20

 Bibliography 21

 Acknowledgements 22