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1、. . .AbstractValues are important parts in national cultures. Recently, communication between countries is increasingly close, so it is necessary for us to study the different Chinese and western cultural values. Although values are abstract concepts, they can be shown through advertisements. Public
2、 service advertisements are advertising communication activities which aim to provide service for public action, public welfare and to promote the social moral values, behavior norms and ideology. Due to the characteristics and purposes of public service ads, the sense of responsibility, people-orie
3、nted values and moral are all showed in the Chinese and western public service ads. Based on the Kluckhohn and Strodtbeck five cultural value orientations, this thesis selects around 60 piece of public service ads randomly in which Chinese and western covers about 30 pieces. And it intends to discus
4、s the similarities and differences in cultural values and the causes of differences through comparing the Chinese and western cultural values from Chinese and western public service ads.The study found that the cultural values mainly reflect in four aspects including human nature, the relationship b
5、etween human and nature, activity orientation and time orientation. The sense of responsibility and crisis awareness are the common cultural values in Chinese and western public service ads. While differences are whether humans live in harmony with nature or not, whether past time orientates or futu
6、re time orientates, whether it is indirect or direct, whether it is collective or individual and whether it is humorous and free. And the reasons of these differences are historical, social and religious factors.Key Words: Kluckhohn and Strodtbeck values; Chinese and western public service advertise
7、ments; culture values; contrastive Study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
8、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，人与自然的关系，活动取向，时间取向这四个方面。责任感与危机意识是包含在中西方公益广告中的共同文化价值观，而差异则体现在人与自然和谐相处与人类支配自然、过去时间取向与未来时间取向、含蓄与直接、集体主义与个体主义、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 专业技术资料. . .ContentsAbstractI摘 要IIContentsi1 Introduction11.1 Research B
9、ackground11.2 Purpose21.3 Significance22 Literature Review32.1 Kluckhohn & Strodtbeck Cultural Value Orientations32.2 Related Studies of Public Service Advertisements43 Manifestation of Different Values in Public Service Advertisements53.1 Chinese Cultural Values53.1.1 Human Nature53.1.2 Relationshi
10、p Between Human and Nature63.1.3 Activity Orientation63.1.4 Time Orientation73.2 Western Cultural Values83.2.1 Human Nature83.2.2 Relationship Between Human and Nature83.2.3 Activity Orientation93.2.4 Time Orientation94 Similarities and Differences Between Chinese and Western Cultural Values104.1 Si
11、milarities104.1.1 Sense of Responsibility104.1.2 Crisis Awareness114.2 Differences124.2.1The Relationship of Human and Nature124.2.2 Time Orientation134.2.3 Direct and Indirect134.2.4 Collectivism and Individualism144.2.5 Humor154.2.6 Freedom164.3 Causes of the Differences174.3.1 Historical Factors1
12、74.3.2 Social Factors174.3.3 Religious Factors185 Conclusion18References20专业技术资料1 Introduction1.1 Research BackgroundFlorence Kluckhohn and Fred Strdotbeck, two American anthropologists, set out to operationalize a theoretical approach to the values concept. They analyzed cultural patterns. After ex
13、amining hundreds of cultures, Kluckhohn and Strodtbeck（1961）reached the conclusion that people turn to their culture for answers in Variations in Value Orientations . Florence Kluckhohn and Fred Strodtbeck developed a theory which included human nature, the relationship between human and nature, act
14、ivities orientation, time orientation. Public service ads is an advertising campaign which is not for profit, but for spreading good social ideas, thoughts, behavior, advertising campaign to the public by the technique of expression of art. Since Leech began studying advertising in the late 1960s, a
15、dvertising received widespread attention of western scholars. But there is a handful research on public advertising. Lynn explored the persuasive effect of public service advertising. Hacker reviewed the history of the development of public advertising in Hong Kong. Pearso and Appel studied the nature, origin and effect of public service advertising. It shows that the results of domestic research about advertising are rich. Chen Huixing pointed out that although the public service ads play an important role in the modern society, they did not cause enou
