从跨文化角度解读中美艾滋病公益广告中的价值观差异_英语论文

Differences of Values Between Chinese and American AIDS Public Service Advertisements from a Cross-cultural Perspective

摘要

公益广告旨在宣传社会意识，反应社会现状以及大众的需求，因此它在普及公众健康方面扮演着重要的角色。随着全球化趋势的加强，各国所关注的很多问题也出现了全球性的特点。同样艾滋病问题，也成为各国的重要关注点。

公益广告也是一种文化产品，是文化价值观的反应，因此与其他广告相比，公益广告更能体现文化价值观。本文是建立在Kluckhohn and Strodtbeck, Hall, and Hofstede 的文化维度基础上，从跨文化角度来分析中美艾滋病公益广告的价值观差异。本论文从三个文化维度出发，采用文本分析法对中美艾滋病公益广告中的价值观进行了对比分析。本文一共分为四部分。第一部分是对艾滋病公益广告的概述。第二部分是文献综述，包括文化价值观，跨文化理论以及国内外的研究现状。第三部分是从跨文化角度去分析中美艾滋病公益广告的价值观差异，即人与自然的关系，高低语境以及个人主义集体主义。第四部分分析产生价值观差异的原因。本文旨在使读者注意到两国的文化价值观差异，以便能更好地为艾滋病公益广告服务，并促进中美艾滋病防治经验的交流。

关键词：中美艾滋病公益广告；跨文化；价值观差异

Abstract

Public service advertisements aim to publicize social consciousness, reflect the social status and meet the needs of the public. Therefore, it helps to have the concept of health permeated in general public. With the globalization has been gaining its momentum, many concerns have also been emerged globally. Naturally, AIDS will not be the exception.

Public service advertisements are a cultural product and a embodiment of cultural values. Therefore, compared with other types of advertisements, public service advertisements can better reflect cultural values. Based on cultural dimensions proposed by Kluckhohn and Strodtbeck, Hall and Hofstede, this paper analyzes the different values of AIDS public service advertisements between China and the United States. The AIDS public service advertisements are selected to analyze the AIDS advertisements in China and the United States. This paper consists of four parts. The first part gives an overview of public service advertisements. The second part is the literature review, including cultural values, cross-cultural theories and research status at home and abroad. The third part is an analysis of differences of values between Chinese and American AIDS public service advertisements from a cross-cultural perspective, namely, the relationships with nature, high context or low context, individualism or collectivism. The fourth part intends to find the factors leading to the differences between Chinese and American AIDS public service advertising. This paper aims to arouse the readers’ attention to the differences of cultural values between the two countries so as to better serve the AIDS public service and promote the controlling experience of AIDS between China and the United States.

Key words: PSAs on AIDS; Cross-cultural Perspective; Cultural Differences