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AbstractValue,ar.importan.part.i.nationa.cultures.Recently,communicatio.betwee.countrie.i.increasing!,close,s.i.i.necessar.fo.u.t.stud.th.differen.Chines,an.wester,cultura.values.Althoug.value,ar.abstrac.concepts,the.ca.b.show.throng,advertisements.Publi.servic.advertisement,ar.advertisin.communicatio.activitie.whic.ai.t.provid.serv ic.fo.publi.action,publi.we1far.an.t.promot.th.socia.mo ra.values,behavio.norm.an.ideology.Du.t.th.characterist ic.an.purpose,o.publi.servic.ads.th.sens.o.responsibili ty.people-oriente.value,an.mora.ar.al.showe.i.th.Chines an.・wester,publi.servic.ads.Base.o.th.Kluckhoh.an.Strod tbec.fiv.cultura.valu.orientations,thi.thesi.select,aro un.
6.piec.o.publi.servic.ad.randoml.i.whic.Chines,an.we ster.cover,abou.
3.pieces.An.i.intend,t.discus,th.simila ritie.an.difference,i.cultura.value,an.th.cause,o.diffe rence.throug.comparin.th.Chines,an.wester,cultura.value fro.Chines,an.・wester,publi.servic.ads.Th.stud.foun.tha.th.cultura.value,mainl.reflec.i.fou.aspect,includin.huma.nature,th.relationshi.betwee.hum a.an.nature,activit.orientatio.an.tim.orientation.Th.se ns.o.responsibilit.an.crisi.awarenes.ar.th.commo,cultur a.value,i.Chines,an.wester,publi.servic.ads.Whil.differ ence.ar.whethe.human,liv.i.harmon.wit.natur.o.not.wheth e.pas.tim.orientate,o.futur.tim.orientates,whethe.i.i.i ndirec.o.direct,whethe.i.i.collectiv.o.individua.an.whe the.i.i.humorou.an.free.An.th.reason,o.thes.difference,ar.historical,socia.an.religiou.factors.Key Words:Kluckhohn andStrodtbcck values;Chinese ultura.value,o.th.tw.countries.Value,o.righ.an.wron.fo.peopl.i..persisten.belief,o..belie.wit.th.orde.i.accordanc.wit.th.importanc.degre.o.th.system.Socia.individual.hav.thei.ow.values,differen.culture,o.th.individual,o..particula.work outloo.an.outloo.o.lif.ha.forme,th.uniq u.nationa.cultura.values.Florenc.Kluckhoh.
1961.o.th.variatio.o.th.Valu.orientatio.Variation,i.Valu.Orientations.
1961.th.autho.pu t.forwar.si.kind.o.Valu.orientatio.i.th.model,namel.th.vie.o.huma.nature,th.relationshi.betwee.huma.an.environ ment.peopl.orientation,spac.concept,tim.orientation,peo pl.vie.o.thei.relationshi.wit.others.Fo.th.firs.tim.i.t h.boo.Kluckhoh.propose,th.def initio,o.valu.orientation.Sh.point,ou.tha.valu.orientatio.refer,t.th.so-calle./zpr incipl.o.comple.bu.sur.modeled,linke.t.solv.commo,huma.problems,play.a.instructio.i.huma.behavio.an.though,an.guidin.role.Kluckhoh.an.Strodtbeck.
1961.Obviously,th.concep.o.th.difference,o.cultur.value,fo.subsequen.rese arc.lai.th.foundation.
1.th.
6.s.Chin.bega.t.researc.o.th.values.Chines,researcher.base.o.differen.theorie.ha.man.exploratio.conten•classificatio.o.values.
2.2Related Studiesof PublicService AdvertisementsPubli.servic.ads.a.th.carrie.o.cultura.values,caus.th.attentio.o.man.scholars.Publi.servic.ad.firs,appeare・i.th.earl.
1940.i.Unite.State,i.America,wartim.advertis in.th.WA.Counci.Wa.Advertisin.Council.aime.t.hel.th.governmen.t.pas.emergenc.message.I.i.considere.a.th.prototyp.o.th.moder,publi.welfar.advertisement.Fo.th.stud,o・publi.advertising,the.als.graduall.ente.th.genera,advertisin.scholar
5.schedule.Th.studie.o.th.def initio,o.publi.servic.ads.characteristics,developmen.statu,an.th.operatio,mechanism,th.rol.an.function,media,creativ.an.performanc.techniques,theme,appears.O Keef.an.Rei.
1990.emphasize,th.importanc.o.integratin.theoretica.model,int.publi.servic.campaigns,annota tin.tha.recen.successfu.PS.campaign,hav.incorporate,the oretica.model,o.communicatio.o.persuasio.i.thei.develop ment.The.als.stresse.th.importanc.o.examinin.ho.individ ua.difference,coul.affec.psychologica.mode.o.informatio.processing.a.PSA.targe,differen.audience,fro.othe.form.o.advertising.Atki.2019revie}te.th.previou.researc.expl orin.effects.Roberta.Elle.Pearso.
2019.i.hi.book..Comprehensiv.Stud.o.th.Nature.Origin,an.th.Effect,o.Televise.Publi.Servic.Advertisin.i.Publi.Servic.ad.i..commercia.skil.t.non-commercia.purposes.Publi.service,ad.focu.o.topic,inc lud.publi.health,resourc.protection,an.safet.an.healt.i ssues.Usual!,b..governmen.agency,nonprofi.organization,an.medi.companie.sue.a.sponsorshi.an.promotion.Ga.Pin.
2019.pu.forwar.i.th.publi.servic.ad.movemen・o.publi.servic.ad.i..non-commercia.advertisin.service,fo.th.publi.interest.Aim.t.sprea.b.advocatin.o.warn in.s om.publi.welfar.concept,promot.socia.spiritua.civilizat io.construction.Zhan.Mingxi.
2019.sai.L th.So-calle.Publi.Servic.Advertisemen.tha.th.Publi.Servic.Advertisemen,intend.t.see,th.artisti.techniqu.o.expression,t.th.publi.sprea.advertisiiL campaig.o.it.beneficia.socia.ideas,t.promot.th.chang.i.attitud.an.behavior.Publi.servic.ad.i.th.for,o•liveL short,techniqu.o.expressio.i.diver,form.easiLa ccepte.b.th.audience.Publi.servic.ad.ar.i.th.fo,o.ad vertising.communicatio.an.promotirk socia.justic.an.morality.an.th.publi.t cultivat.th.publi.consciousnes.an.・humanisti.spirit.•A.thi.point,th.expressio.o.th.them,i•publi.servic.ad.i tw.languages.i larg.par.i similar,・・・a n.therefor,thrr.L•commo,culturo.value.3Manifestation ofDifferent Valuesin PublicServiceAdvertisements
3.1Chinese CulturalValues
3.L1Human NatureI.Kluckhohn’.cultura.valu.orientations,ther.ar.thr e.kind.o.value,o.huma.nature.I.include,basicall.good,basicalL evi.an.mixtur.goo.an.evil.Huma,natur.i.th.essentia.attribute o.huma.being,whic.i.th.fundamenta,attribut.o.ma.an.othe.animals.Z/Huma.natur.good.make.th.basi.theo r.o.huma.natur.i.traditiona.Chines,culture,whic.profoun dl.influence,th.Chines,peopl.valu.orientation,an.behavi ors.A.th.sam.time.i.traditiona.Chines,culture,th.theor.o.’huma.natur.i.good,point,ou.tha.ther.ar.othe.element,b eside.good.Withou.prope.contro.an.discipline,thes.ingredient.ma.tur.int.evil.S.traditiona.Chines,peopl.shoul.pa.mor.attentio.t.th.introspectio.an.improvemen.o.th.character..1人之初，性本善2仁者爱人••Influence,b.Chines,traditio.culture,peopl.believ.t ha.huma.natur.i.basicall.good.Childre.ar.focuse.o.re memberin.“人之初，性本善”.Th.“人之初，性本善.cultura.valu.i..warn in.fo.Chines,peopl.agains.th.corrupt io.outs id.an.i.teache.peopl.t.b.kind-hearte.t.embar.o.everything.
3.L2Relationship betweenHuman and NatureBase.o.th.vie.o.huma.being,an.externa,natura.envir・onment.Chines,emphasiz.o.th.harmon.o.huma.an.nature.The・ar.influence,b.Chines,traditiona.though,o.nature-huma.integration.Chines,alway.wan.t.adap.t.th.natura.environ ment.S.i.derive,th.heave,induction,ma.proposes,go.dispo ses.geographica.an.huma.condition,an.s.on.Chines,harmon iou.philosoph.i.embodie.i.man.environmenta.protectio.pu bli.servic.advertisements...3动物是人类亲密的朋友，人类是动物信赖的伙伴4保护地球环境一人类共有的家园5保护环境就是保护我们自己I.
3.an.4•i.regard,th.animal•a.thei.friends,look,upo•th.eart.a.thei.hom.whic.no.onl.closin.th.relationshi.betwee.mankin.an.nature,bu.als.reveal in.th.them.tha.pe opl.mas.liv.i.harmon.wit.nature.Cas.
5.als.reflecte.th•closel.relationshi.betwee.th.environmen,an.human,expresse.th.Chines,bes.wishe.tha.the.wan.t.liv.i.harmon.wi t.nature.
3.
1.3Activity OrientationTher.ar.thre.kind.o.huma.activit.orientation,doing,bein.an.being-in-becoming.Bein.orientatio.doin.orientat io.i.opposite.Patienc.i.considere.t.b.on.o.th.virtues,r athe.tha.doin.nothing.Kluckhoh.an.Strodtbec.divide,peop le.activitie.b.usin.bein..ma.an.doin.things.Th.countr ie.whic.focu.o.bein..ma.activit.orientatio.emphasiz.t.self-cultivation.Bu.th.countrie.whic.focu.o.d.thing,acti vit.orientatio.emphasiz.t.th.achievement,aggressiv.an.a ctive.Chines,cultur.i.th.bein.orientation,advocatin.copin wit.・al.motion,b.remainin.motionless.L addition,i.peopl wan.t.・kno..person,the.alway.as.he.background,sue.a.fam il.background.educatio.levels,wor.units,socia.relations et.i.・China.Bu.ignorin.wha.the.di.ever.wha.persona,achi evemen.the.owned.6先做人，后做事7诚信方能成人8失去诚信，一文不值Chines,societ.emphasize,bein.•man.Huma,orientatio.refleet,th.traditiona.Chines,value,an.th.value,i.reflecte.i.man.publi.servic.ads.sue.a.case.
6.an.
7.expresse.tha.bein..ma.i th.premis.o.doin.thing,successful・•Bu.mus.b.fait,first.Cas.
8.warn.tha.ther.wiL b.ho.t h.consequence,o.los.o.integrity.
3.
1.4Time OrientationHuma.tim.orientatio.ca.b.divide,int.thre.types.On.i.th.past-orientatio.whic.emphasize,respectin.histor.an.tradition.Secon.i.th.present-oriente.whic.usuall.pay.attentio.t.short—ter.an.immediate.Th.las.i.th.future-orientatio.whic.th.socia.stres.changin.fo..Ion.time.Past-orientatio mainl.exist,i.th.traditiona.culture・The.worshi.ancestor,respec.th.ol.man.respec,teachers,attache.grea.importanc.t.th.ag.an.experience,becaus.thes・aspect,ar.relate,t.th.〃past〃Th.pas.orientatio.affect,・th.Chines,behavio.an.th.wa.o.thinking.I.Chines,society,peopl.don.car.muc.abou.th.future,unles.i.i.ver.fa.awa.o.idea,future.Befor.doin.on.thing.Peopl.alway.conside.whethe.th.thin.wa.don.i.th.past.wha.lesson,ca.b.draw,fro・successfu.experience,wha.lesson,shoul.b.learne.fro.fai lure.S.th.routin.wor.ha.becom..kin.o.socia.norms.9孩子的成长需要你细心的培养10为儿女们着想!L moder.China,eac.marrie.coupl.usuall.ha.on.child.Therefore.i.turn.ou.tha.f uture-or ient ati o.i.als.manifeste.wit.th.increasin.car.an.lov.fo.th.onl.child.Th.tw.A.al•sho.th.stron.desir.fo.th.childre.future.
3.2Western CulturalValues
3.
2.1Human NatureDifferen.fro.traditiona.Chines,theor.o.huma.nature,wester.Christianit.think,tha.huma.natur.i.evil.Wester,ancien.religiou.prophet,believe,tha.th.perso.onesel.i.gu ilt.i.th.presenc.o.god.Onl.believin.i.god.ma.w.ge..sou.t.save.Onl.showin.repentance,ma.w.liv.i.th.tria.o.th.en.o.th.Chris,established.Fro.thi./zorigina.sin〃i.orde.t.・becom..goo.man.ther.i..serie,o.law.t.gover.th.people.Ev erythin.mus.b.don.withi.th.law.o.i.wil.b.punished.11All humanshave beenborn withoriginal sinduo tothatbehavior..
12.Go.wil.no.sav.you..
13.Goodnes.ca.b.achieve,b.constan.har.work.L wester.Christianity,the.thin.peopL hav.origina.sin1•Go.wil.no.sav.you.bu.yo.sav.yoursel.b.work in.har.an.receivin.othe.goo.influences.
3.
2.2Relationship betweenHuman andNatureWester,emphasi.o.b.changin.th.natura.environmen.t.achiev.thei.goals,peopl.contro.environment.Differen.Cogn itiv.abou.th.relatio.betwee.peopl.an.th.environmen.caus e.huma.treatin.natur.wit.differen.desire,attitud.an.beh avior.14When theSupreme Court handed downits historicdecisionon globalwarming it wasn tjust abunch oflawyers whowon.15Sometime,ther.i.onl.on.thin.tha.ca.stan.u.t.chang.ai.pollution,an.tha.i.th.law.Eart.justic.use.th.la.t f igh.fo.th.environmen.an.w.ar.winning.・Te se.case.
14.an.15•tw.A.base.o.callin.fo.legislatio.t.reduc.th.eart.warmin.an.pollution.Bu.i.rea.seriously.peopl.seem.t.hav-wor.fo.natur.legislation.
3.
2.3Activity OrientationWester,societ.emphasize,action.Peopl.mus.constantl.work,constantl.creat.value.Wester,peopl.wor.har.an.hop.t ge.・promote,becaus.o.thei.achievements,salar.an.othe.f orm.o.recognition.The.als.pa.attentio.t.th.typ.o.activi ty.Activit.usuall.ha.th.externa,for.whic.ca.b.see.an.to uched.16What haveyou donefor yourmarriage today
17.Someon.pu..glas.cove.o.a.extinguishin.candl.wit・th.exhaustio.o.oxyge.th.candl.goe.out.On.th.opposit.sid.someon.bloc.th.win.wit.hand.an.th.candl.blow.u.again.Stayin.awa.fro.AID.patient,i.equa.t.spee.u.thei.dying.G iv.the..han.an.the.you.tim.make..worth,life.L evaluatin..person.American,alway.as.〃wha.he/sh.hav.done An.wha achievement,he/sh.have〃I..perso.・・・si ttin.thinking,h.didn,.d.anythin,becaus.thinkin.canno•quantify,canno.b.measured.Sue.a.case
16.whic.i.urgin.peopl.t.action.The.star.fro.th.mino.matter,maintainin.famil.stability.Thi.sui.fo.th.America,cultura.value.an.behavior.Case17•i.regrade,th.discriminatio.an.alienate,fro.HIV/AID.patient,a..glas.cove.t.pu.ou•th.candle.Th.resul.ca.onl.accelerat.thei.death,bu.h and.ca.hel.the.religh.th.fir.o.thei.lives.Thi.publi.servic.ad.hav.n.morae indoctrination,advise,peopl.rea che.ou.hand.t.hel.them.
3.
2.4Time OrientationPresen.orientatio.d.no.pa.to.attentio.o.concconin.nbou.wha.th.pas,happene.an.wha.migh happe.i.th.future.Pe・opl.thin,tha.onl.presen.i.th.mos.importan.thing.The,ten.t.us.ever,minute,bu.don.pla.fo.tomorrow.Present-orientatio.onl.focu.o.short—ter,an.present.Traditiona.Islam i・cultur.belong.t.present-oriented.An.attempt.t.predic.th.futur.ar.stupid,becaus.onl.Go.know,th.future.Therefo re.th.Arab,ar.present—oriented.The,ar.no.willin.t.forec as.th.future.Future-orientatio.pay.attentio.t.th.change.L thi.socie ty.chang.i.usual
1.considere.necessar.an.useful.An.th.p as.ie ou.o.dat.whic.shoul.b.abandoned.Kluckhoh.an.Strod bee.an.Hal.al.though,tha.thi.kin.o.tim.orientatio.exis t.i.America,society.I.th.Unite.States,al.kind.o.ne.product.an.packagin.emerg.i.endlessly,becaus.the.thin,onl•i.thi.wa.ca.attrac.customers.I.past-orientatio.o.Chines.society,peopl.general
1.believ.ol.bran.an.a.ol.an.fa mou.shop.4Similarities andDifferences BetweenChinese andWesternCultural Values
4.1Similarities
4.
1.1Sense ofResponsibilityEveryon.carrie.variou.responsibilit.i.lif.includin.th.perso.yo.loved,family,work.eve.fo.th.countr.an.th.wo rid.A..socia.person,n.on.ca.releas.bearin.th.responsibi lity.becaus.everyon.ha..responsibilit.t.promot.th.devel opmen.o.th.society.Ther.ar.man.socia.problem,i.moder,so andwesternpublic service advertisements;culture values;contrastiveStudy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，人及自然的关系，活动取向，时间取向这四个方面责任感及危机意识是包含在中西方公益广告中的共同文化价值观，而差异则体现在人及自然和谐相处及人类支配自然、过去时间取向及未来时间取向、含蓄及直接、集体主义及个体主义、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ciety.Publi.servic.ad.ca.arous.th.sens.o.responsibilit.o.thei.hear..I.i.helpfu.t.solv.th.problem.Th.followin.a dvertisement.embod.th.sens.o.responsibility.18比献出的血更宝贵的是你的真情19地球是我家，绿化靠大家.20Crocodil.no.evi.i.crocodil.skin.n.sal.n.kill.・These advertisement,hav-commo,characteristic.The.ai.t.advocat.peopl.t.donatin.bloo.o.protectin.th.animal
5.tha.peopl.shoul.d.themselves.AL o.thre.PS.sho.u..f act.A.th.member,o.th.society,i.i.th.dut.o.everyon.t.promot.socia.development.
4.L2Crisis AwarenessWit.th.developmen.o.socia.economy,peopl.pa.mor.attentio.t.environmen.crisi.an.publi.awarenes.crisis.T.alleviat.an.solv.th.increasin.socia.problem,publi.servic.ad・cam.int.being.A.th.developin.countries,publi.servic.advertisemen.no.onl.hel.th.publi.kno.socia.problems,bu.als.use.a.a.effectiv.mean.o.spiritua.civilizatio.construetio.o.th.government.Wit.th.developmen.o.th.society,huma.being,explore,natur.t.pursu.economi.interest,whic.lead.t.th.deterioratio.o.th.ecologica.environmen.an.socia.consciousness.Mod er.publi.servic.ad.com.int.being.Publi.servic.advertise ment.firs,appeare.t.improv,th.genera,publi.understandin.o.th.prominen.socia.problems,affec.thei.opinion,an.att itude.abou.thes.issues.No.i.ca.als.chang.thei.behavio.a n.practices,thereb.promotin.alleviat.o.solv.socia.probl ems.L China.Guiyan.televisio.firs.use.〃sav.water,a.th.t hem.o.publi.servic.ad.i.
198..I.Octobe.
1987.publi.servic.ad.whic.ar.dominate,b.th.governmen.an.know.a.th.publi.servic.ads.advertisin.bega.t.wal.int.th.lif.o.th.commo.people.An.the.al.kind.o.publi.servic.advertisement,i.T V.radio,prin.medi.t.sprea.widely.W.ca.dra.lesson,fro.foreig.successfu.experienc.o.publi•servic.ads.an.se.u.specialize,agencie.t.manag.production.advertisemen,planning,creative,etc.L wil.hav..programmati.targe,t.carre th.publi.servic.advertisementsOIL•industrialization.W.wil.improv,th.mechanis.o.th.operatio.o.th.publi.servic.ads.
4.2Differences
4.
2.1The Relationshipof Human and NatureTh.traditiona.Chines,vie.o.th.univers.an.th.attitud.toward,natur.i.tha.ma.i.a.integra.par.o.nature.I.make.Chines,naturall.thin.tha.peopl.ar.par.o.nature.Humanit.i.heaven.I.wester,culture,th.relationshi.betwee.huma.an.natur.i.divided.Th.though,tha.ma.i.a.integra.par.o.nat ur.wa.pu.forwar.b.Zhuan.Zi.An.thi.ide.wa.eventuall.deve lope.int..syste.o.philosoph.b.Don.Zhongshu.an.becam.th.mai.bod.o.th.Chines,traditiona.culture.Sine,ancien.time peopl.followe.th.cultura.value,o.th.mai.lin.・i.al.aspec t.o.life.
0.th.contrary,westerner,hav.opposit.view.The.thin.tha.everythin.i.th.work i.antithesis.Therefor,th.relationshi・betwee.huma.an.natur.i.opposite.An.wha.the.hav.t.d.i.t.conque.th.natural.S.the.hav.bee.i.th.positio.o.th.domi nanc.an.remakin.nature.Relativ.t.th〃keep attitud.・・o.th.Chinese,westerne.prefe attack”.・21为母亲河再披绿装22动物是人类亲密的朋友，人类是动物信赖的伙伴23保护地球环境一人类共有的家园Thes.PS.regar.rive.a.mothe.river,animal,a.friends,t h.eart.a.huma.home.whic.i.close,t.th.relationshi.betwee.natur.an.people.An.i.reveal,th.them.tha.peopl.mus.liv.i.harmon.wit.nature.I.recen.years,becaus.o.environmenta.crisis,th.wester,countrie.a.th.maste.o.th.natur.concep.ha.changed.The.emphasize.tha.whil.explorin.natur.,w.shoul.protec.th.environment..growin.numbe.o.publi.servic.ad.reflecte.th.change.24When theSupreme Court handed downits historicdecisionon globalwarming itwasn tjust abunch oflawyers whowon...25Sometime,ther.i.onl.on.thin.tha.ca.stan.u.t.c hang.ai.pollution,an.tha.i.th.law.Eart.justic.use.th.la.t.figh.fo.th.environmen.an.w.ar.winning.Th.above tw.A.ar.expresse.wit.legislatio.t.reduc.globa.warmin.an.ai.pollution.Peopl.fee.ver.seriou.eve..bi.overbearin.whil.rea.ing.Bu.t.som.extent,thi.ha.hin te.a.thei.discretio.o.nature.
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2.2Time OrientationFlorenc.Kluckhoh.an.Fre.Strodtbec.se.ou.tim.orientation.whic.i.categorize,int.past,presen.an.futur.orientations.W.ca.fin.tha.Chin.i.past-oriente.an.Americ.future-oriented.26今天我们自强不息27翻开新的一章28勿忘历史Al.th.thre.PS.tel.u.tha.w.shoul.tak.th.histor.a.th.mirro.t.th.present.Rememberin.histor.wil.benifi.fo.th.s ocialis.construction.Eithe.th.gloriou.histor.o.th.insultin.histor.ha.th.functio.o.teachin,lesson,t.th.nex.generation.L show.u.tha.th.mor.w.remembe.th.pas..th.les.sam mistak.w.wil.make.・However,Americ.ha.differen.idea.wit.abov.idea.I.i..p resent-oriente.nation.The.focu.o.th.presen.matter,ra the.tha.th.pas.an.future.The.prefe.t.mak.presen.thin g.success..
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2.3Direct andIndirectWesterner,ten.t.us.direc.expressio.an.specifi.guidanc.whe.reveale.som.socia.problems.I.contrast.China’pub・li.servic.advertisemen,use.abstrac.languag.t.promot.cer tai.ideas.I.hop.tha.throug.contras..positiv.imag.t.chan g.unhealth,practices.29风雨同舟，心系灾区，一分钱一分力！30一车车的关爱，一声声的感谢！
31.It.amazin.th.effec..cyclon.ca.have.Th.peopl.o Oriss.ar.dyin.i.hundreds.Th.res.o.th.countr.ha.gon.・bli nd.whe..disaste.occurs,th.Chines,publi.servic.ad.medi.w oul.describ.a.fa.a.possibl.t.avoi.disaster,an.focu.o•th.huma.an.th.natur.harmonious.L i.typicall.reflect•th.value,o.th.Chines,harmony”.Whil.wester,advertis in.i.generail.no.afrai.o.suffering,sometime,a.pe.an.in.t.rende.hardship,rhetori.i.mor.intense.
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2.4Collectivism andIndividualismDu.t differen.cultura.background,o.Chines,an.wester n.・als.reflect,th.difference,betwee.Chines,an.wester,publi.servic.ad.values.First,i.term.o.huma.relations,th.bi gges.differenc.betwee.Chines,an.wester.collectivis.an.i ndividualism.Chin.ha..typica.collectivis.cultura.tradit ion.emphasize,th.cohesio.an.grou.identity.collectiv.sen se.everyon.mus.b.loya.t.th.interest,o.th.collectiv.an.th.group,collectiv.interest,an.eve.highe.tha.th.persona,interests,sue.a.hom.protec.everybody.S.China’.publi.wel far.advertisemen.i.als.mor.emphasi.o.collectiv.idea,try in.t.mak.th.advertisemen.audienc.produce,stron.sens.o.r esponsibilit.an.sens.o.belonging,an.pu.i.int.practice.32节约身边的一点一滴，爱护我们共同的家园33万众一心，众志成城战胜汉川大地震灾害Wit.environmenta.protectio.a.th.theme,th.Chines,advertisemen.emphasize.th〃we〃calle,o.everyon.t.unite,dis・・aste.relief,cohesiv.force,ca.overcom.th.disaster,her.emphasize.th.importanc.o.collectiv.strength.An.domesti.collectivis.thought,lea.t.appea.point,o.differen.i.HIV/AID.publi.servic.ads.mor.domesti.i.positiv.publicity,emphasi.o.peopl.a..whole,complete,th.interaction.Cal.togethe.agains.AIDS.mor.emphasi.o.humanisti.care,agains.discrimination.require,peopl.t.trea.AID.patient,correctly,ha n.i.han.t.tak.car.o.AID.patients.Se.o.slogans,lik.you.an.〃I.〃we〃th.firs.an.secon.perso.appellatio.i.on.o.th.m os.frequentl.used.Th.wes.ar.mor.liberal,emphasiz.th.rol.o.th.individual.th.pursui.o.independenc.an.th.realizatio.o.persona,value.Therefor,reflecte.i.th.us.o.persona,pronouns,th.wes.emphasize./zyour.yours.34Th.Eart.i.yours.Sav.it.
35.Yo.ca.b.someone’.supe.hero..
36.Th.blin.shoul.lear.self-ai.an.mutua.aid.Th.blin・ca.hav.thei.specia.life.Case.
35.
36.cal.fo.th.publi.t.donat.blood.Amon,them,th.sentenc.”b.someone•supe.hero,emphasize,th.powe.o.th.individual.Thi.concep.i.deepl.roote.i.th.heart,o.th.peopl.wi t.eas.becaus.America•earl,settler,face.toug.natura.environment,th.loca.aborigina.resistanc.an.late.th.colonists.squeeze,perseverance,finall.establishe.th.n e.country,therefor,wester,individualis.orientatio.of te.manifeste.b.heroism.Thi.an.Chines,traditiona.cult ure.th.pursui.o.collectiv.solidarit.value,ar.comp letel.different.I.show.th.individualis.cultur.tha.every on.i.independent,equal,free.Dependen.relationshi.i.w eaker.Therefore.36eve.th.blin.ar.suggeste.t.improv•it.abilit.t.liv.independently,becaus.relyin.o.other.i.temporary,althoug.th.bl in.lif.ma.b.affected.Thie ma.see.cruel,bu.i.i.a.extensio.o.individualism.L th.U nite.States,everyon.i.equal,an.everyon.ha.th.righ.t.th.pursui.o.independence an.th.realizatio.o.persona,v alue.includin.th.blind.
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2.5HumorHumo.i..kin.o.ar.form.I.expresse..poin.o.view..vie.o.lif.wit.humorou.style,whic.ca.mak.peopl.fee.pleasant.Humo.als.show.i.Chines,an.wester,publi.servic.ads.Wester,ar.alway.humorou.,becaus.i.i.sai.tha.the,bor.wit,humo.cells.Wester,languag.i.incisiv.an.vivid.Peopl・expres.themselve.wit..relaxe.way.I.i.tha.yo.ca.no.b.・h umorou.man,bu.yo.mus.understan.humor.Compare.t.western.Chines,humo.i.publi.servic.advertisement.i.influence.b.traditiona.Confucia.thought,deeply.Sometimes,th.audienc・canno.hel.laughin.o.readin.som.publi.servic.advertisin・slogans.37我的石油，注定我们不能相爱一吸烟者禁入38别忘了我饥饿的大嘴一果皮箱39课桌:武术家松动了我的骨头，艺术家拧紧了我的眉头L th.us.o.humor,peopl.i.th.wes.ten.t.appea.mor.frequently.Th.Chines,hav.mor.an.mor.contac.wit.th.wester.whic.als.extend,ou.worldvie.an.gradual
1.unshackl.certai.traditions.Fo.example,som.publi.servic.advertisemerit,o.publi.occasio.sho.th.tendenc.o.humor.L use..h umo.languag.callin.fo.peopl.no.throwin.litter.
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73.
73.
1.2Relationship BetweenHuman andNature.......
83.
94.
113.
114.
2.2Relationship BetweenHumanandNature....12AL th.publi.servic.advertisement,ar.attribute,t.th.government，.propagand.fo.freedom.The.al.manifes.th.valu.wester,pu.o.freedom.However,fo.Chinese,ther.i.seldo.callin.fo.persona,freedo.du.t.thei.differen.histor.an.politica.backgrounds.
4.3Causes ofthe DifferencesTh.compariso.betwee.Chines,an.America,publi.servic.advertisin.ha.bee.mad.i.detai.i.th.previou.chapte.fro•th.perspectiv.o.cultura.value..Fo..dee.understandin•i.it.i.i.necessar.t.discus,wha.lea.t.th.difference,betwee.Chines,an.America,cultura.values.
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3.1Historical FactorsChin.ha.experience,th.rul.o.th.feuda.mora.mor.tha.tw.thousan.years.Peopl.shoul.obe.th.authorit.an.respec,f o.elders.Becaus.o.th.traditiona.cultur.o.Chin,belong,t.th.farmin,culture,s.cultura.value,stres.th.harmoniou.de velopmen.o.ma.an.nature.An.cultura.value,focu.o.group,r egardles.o.th.developmen.o.individuals.Mos.wester,countrie.buil.i.conflict,competitio.an.war.S.the.advocat.persona,ability,wit.infinit.desir.i.thei.heart.What’.more.i.th.wester,capitalis.society•th.direc.motiv.o.th.developmen.o.capitalis.i.th.pur sui.o.money.S.i.i..matte,o.cours.tha.th.utilitarian!s.i.popula.i.wester,countries.
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3.2Social FactorsChines,cultur.belong,t.th.ladde.typ.o.socia.structure.bu.th.wester,cultur.belong,t.paralle.socia.structure.Th.tw.differen.socia.structure,lea.t.th.Chines,pe opl.regardin.family,collective,national,stat.a.th.co r.t.achiev.thei.goals.Westerner,regar.themselve.a.th.cor.t.pursui.th.survivaL th.righ.o.freedoe an.happiness.What•more,i•ask.peopl.tak.car.o.thei.parent,an.elder,car.fo.th.children.L wester,countries,w.se.th.ol.ma.livin.inde pendently.an.childre.nee.lear.independen.whe.the.wer.child.Th.tw.differen.socia.structur.make.th.Chines,mor.toward,collectivism,whil.th.westerner,pa.mor.attentio.t.th.developmen.o.individualism.
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3.33Religious FactorsConfucianism.Buddhism.Taois.ar.Chines,thre.bi.traditiona.cultur.,whic.profoundl.influenc.th.Chines,understandin.o.th.work an.affec.th.Chines,cultura.values..hav.th.sam.belie,wit.th.peopl.wh.believ.i.Buddhis.an.Taois.・r.nonexclusive..thin.al.thing,hav.th.Confucianis.indu ctio.natur..Me.arguabl.reveal,th.though,o.natur.an.humanity,extend,ou.o.th.collective.An.Confucianism,benevolence,th.ritua.an.virtu,ica.promot.mora.supremacy.Th.prevalenc.o.wester.Christia.regard.peopL a.suprem.angl.b.God.S.the.thin.ma.i.th.maste.o.al.things,an.ha…stron.desir.t.conque.th.natural.5ConclusionPubli.servic.advertisement,ar.commo,languag.phenome no.i.today’.world.N.matte,wher.yo.are.yo.ca.se.,hea.an・fee.it.existence.Base.o.th.differen.cultura.values,the r.i.differenc.betwee.wester,an.Chines,publi.servic.ads.languag..Bot.similaritie.an.differenc.ar.reflecte.i.Chines.an.wester,publi.servic.advertisements.Th.natur.an.purpos.o.publi.servic.ad.caus.th.similarities.An.th.differen.countrie.historical,socia.an.religion,difference,c aus.th.differences.L th.Ion.run.religious,socia.an.historica.factor,ha v.accompanie.b.th.developmen.o.th.work an.affecte.th.Ch ines.an.wester,cultura.values.Apar.fro.th.difference,o.th.orientatio.o.huma.an.natur..interpersona,relationshi・orientation,thre.directions,materia,an.spiritua.civili zatio.o.cultura.value..Chines,an.wester,countrie.stil.hav.differen.level,o.cultura.value,i.man.aspects.An.al.th.difference,d.no.tel.whic.country.cultur.i.inferio.t.othe.country.culture.Becaus.thes.cultur.mak.grea.contributio.t.th.developmen.o.huma.culture,especia.fo.th.inhabitant,o.th.globa.village.Publi.servic.ad.importan.scale.o.socia.civilizatio.1evel.
0.ever,occasio.ca.w.se.al.kind,o.publi.servic.advertisement.showin.th.featur.o.spiritua.civilization.Comparativ.stud,o.th.publi.servic.advertisement,betwee.Chin es.an.wester,cultura.value,no.onl.help.Englis.learner,t,understan.th.difference,betwee.Chines,an.wester,cultur e.provide..referenc.fo.relate,researc.i.th.fiel.o.cross一cultural.bu i.als.goo,fo.studyin.th.beneficia.ingredie n.・o.wester,culture.I ca.hel.innovat.publi.servic.ad.i ou.・・country,promot.internationa.publicity.So.whe.w.rea.th publi.・servic.ads,w.shoul.furthe.gras,th.difference,bet wee.Chines,an.wester,cultura.values,overcom.cultura.bar riers.Thus,w.ca.translat.ou.elegan.an.decen.publi.servi c.ad.an.achiev.it.propagand.effect.ReferencesArens.Willia.
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1.1Research BackgroundFlorenc.Kluckhoh.an.Fre.Strdotbeck.tw.America,anthropologists.se.ou.t.operationaliz..theoretica.approac.t.th.value,concept.The.analyze,cultura.patterns.Afte.examinin.hundred,o・cultures.Kluckhoh.an.Strodtbeck1961reache.th.conclusio.tha.peopl.tur.t.thei.cultur.fo.answer.i.Variation,i.Valu.Orientation..Florenc.Kluckhoh.an.Fre.Strodtbec.develope..theor.w hie.include,huma.nature,th.relationshi.betwee.huma.an.n ature.activitie.orientation,tim.orientation..Publi.servicead.i.a.advert isin.campaig.whic.i.no.fo.pr ofit.bu.fo.spreadin.goo.socia.ideas,thoughts,behavior,advert isin.campaig.t.th.publi.b.th.techniqu.o.expressio.o.art.Sine.Leec.bega.studyin.advert isin.i.th.lat.196Os.advertisin.receive,widesprea.attentio.o.wester,scho lars.Bu.ther.i…handfu.researc.o.publi.advertising.Lyn•explore,th.persuasiv.effec.o.publi.servic.advertising•Hacke.reviewe.th.histor.o.th.developmen.o.publi.adver tisin.i.Hon.Kong.Pears,an.Appe.studie.th.nature,origi.an.effec.o.publi.servic.advertising.I.show.tha.th.resu It.o.domesti.researc.abou.advert isin.ar.rich.Che.Huixi n.pointe,ou.tha.althoug.th.publi.servic.ad.pla.a.impor tan.rol.i.th.moder,society,the.di.no.cans,enoug.attent io.i.Chines,academi.field.Compare,wit.commercia.advert ising.th.stud.o.publi.advert isin.i.relativel.weak.Fro.th.perspectiv.o.languag.an.cultur.o.th.stud.o.publi.se rvic.ad.,th.pape.i.mai.focuse.o.th.characteristic,o.pu bli.servic.advertisemen,language,rhetori.an.discours,p attern.Thi.thesi.analyze,th.similaritie.an.difference,betwee.Chines,an.wester,cultura.value,whic.reflecte.b.th.publi.servic.ad.base.o.Kluckhoh.an.Strodtbec.cultura.valu.orientations.An.i.explain,th.reason,fo.th.similaritie.an.differences.
1.2PurposeValu.i.a.importan.par.o.nationa.culture.I.moder,society.th.communicatio.betwee.countrie.i.s.clos.tha.th.stud•o.Chines,an.wester,value,unde,differen.cultur.backgroun.become,necessary.Althoug.valu.i.a.abstrac.concept,i•ca.b.show,throug.advertising.Publi.servic.advertisement.a..kin.o.specia.for.focu.o.people•though,an.behavior.promotin.traditiona.virtues.L practice,th.quantit.a n.qualit.o.ou.countr.publi.servic.ad.i.to.ba.an.lack,o•flexibility.An.it.sustainabilit.i.poor.S.i.canno.giv.•dee.impressio.o.th.publi.mind.Ais.i.i.no.literally.Th•rol.whic.publi.servic.playe.i.limited.Foreig.publi.se rvic.ad.star.i.th.earl,years,s.the.ar.relativel.mature.mor.complet.i.operatin.mechanism.I.lead.t.th.differen ce.betwee.Chines,an.wester,cultura.values.Medi.usin.an.government.operatio.ar.ver.impotan.i.advertising.Th e.hav.certai.guidin.significance.A.first,th.thesi.anal yze.th.embodimen.o.th.Chines,an.wester,advertisemen,cu Itur.values.The.i.give..comparative stud.o.Chines,an.we ster.publi.servic.advert isin.cultura.value..A.last.it.studie.th.cause,base.o.Kluckhoh.an.Strodtbec.cultura.v alu.orientations.
1.3SignificancePubli.servic.advertisements,a..conceptual,hav.quit.・socia.sens.o.responsibility.The.reflec.th.curren.urgen・significan.socia.problems,an.ca.produc.goo.socia.effec t.Valu.i.a.importan.performanc.o.Chines,an.wester,publi.servic.ads.Thi.thesi.look.fo.publi.servic.ad.an.choose.th.representative o.advertisin.fro.th.magazine,an.th.In ternet.Throug.thi.thesis,i.i.hope.t.mak.peopl.understan th.differen.mod.o.publi.servic.advertisement,unde.・th.c ros.cultur.betwee.Chines,an.wester,countries.A.th.sam.t ime.i.ca.als.mak.u.understan.th.difference,o.people.c ognitiv.styl.unde,differen.cultur.background.Throug.knowin.th.cultura.similaritie.an.difference,bet wee.differen.countries,w.ca.gras.an.appl.knowledge better.An.w.hop.tha.th.result,o.thi.stud.ca.hel.th.publi.s ervic.advertisemen,producer,desig.bette.publi.servic.ad.s.tha.i.ca.improv,th.public•mora.consciousness,promot.mora.behavior.2Literature Review
2.1KluckhohnStrodtbeck CulturalValue OrientationsBecaus.publi.servic.ad.mostl.focu.o.people,th.relationshi.betwee.ma.an.nature,ma.an.society,an.people
5.behavio.way.s.thi.thesi.studie.Kluckhoh..Strodthec.theor.o.valu.orientatio.an.th.externa,natura.environment.thei.relation,wit.other.i.people’.minds,huma.activitie.leadin.t.thre.aspects,analyze,th.Chines,an.wester,publi.servic.advertisemen.o.similaritie.an.difference,betwee.th.c。
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