文化视角下中英公益广告的对比研究

A Contrastive Study of Chinese and English Public Service Advertisements from the Cultural Perspective

摘要

公益广告以其巨大的社会性以及诉求对象的广泛性，越来越受到社会大众的关注。同时，在学术界也越来越受到专家学者的重视。在文化多元化的时代背景之下，对比探究中西方公益广告的差异性，能够具体地体现出不同文化体系下，具有不同的文化诉求和表现形式。本文主要从文化的角度，包括价值观 、思维模式、伦理道德等方面，分析在对待人与人、人与社会、人与自然等关系上，中英公益广告所体现出来的文化差异。目的是提高英语学习者的跨文化意识，同时，在深入了解中英文化差异的基础上，对创新我国公益广告事业提供帮助。

关键词：公益广告；文化诉求；表现形式；价值观；文化意识

Abstract

The public service advertisement has increasingly attracted great attention by the public because of its huge sociality and the universal object. At the same time, it has become more and more valued among the experts and scholar. In the era of cultural diversity, the contrastive study of Chinese and western public service advertisements can concretely reflect different cultural demands and forms of expression. This paper mainly analyses the cultural differences between English and Chinese public service advertisements, in dealing with the relationship between man and man, man and society, man and nature from the perspective of culture, including cultural values, mode of thinking, moral ethics and other aspects. The purpose of this thesis is to improve the intercultural awareness of English learners, and to provide a reference for the innovation of Chinese public service advertising on the basis of in-depth understanding of the cultural differences between Chinese and English. 

Key words: public service advertisement; cultural appeal; form of expression; value; cultural awareness