Case Comparisons of Public Service Advertising between China and West
This paper takes two kinds of public service advertising (PSA), helping others and recruiting soldiers, to do case comparisons between China and West. For PSA of helping others, China appeals to the sense of shame, whereas West appeals to the sense of guilt. For PSA of recruiting soldiers, China appeals to the value of collectivism, whereas West appeals to the value of individualism. Both pairs of cases reflect cultural differences. This paper further explores the origin of these cultural senses and values. By this means, researchers try to analyze the cultural biases in the appeals of Chinese PSA. The results suggest Chinese PSA advertiser should know its target audiences and advertising objectives, and understand the psychology of target audiences through scientific methods, to improve the PSA effectiveness.
PSA helpingothers recruitingsoldiers China West
Lin Shengdong Sun Xiaoyun Du Lingxiao
Department of AdvertisingXiamen UniversityXiamen, China Journalism and Communication School Xiamen University Xiamen, China Journalism and Communication SchoolXiamen UniversityXiamen, China
国际会议
广州
英文
1-5
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）