发布时间 : 星期三 文章英文毕业论文格式更新完毕开始阅读
页边距:上3厘米，下3.4厘米，左3.5厘米，右3.2厘米 Chapter 1 Introduction
标题为Times New Roman三号加重。 Public service advertisements have been playing an important role in shaping people’s behaviors and transforming people’s notions of certain public issues. They are for non-commercial purposes, produced and distributed by government or nonprofit organizations. Public service advertisements in China differ from that in the USdue to their different cultural features.
In terms of cultural features, Hall and Hofstede provided theoretical perspectives to observe the differences. Hall (1976) proposed the concept of cultural context which can be further divided into high-context culture and low-context culture. This theory laid a foundation for cross-cultural studies in the field of cross-cultural communication. Generally, high-context cultures tend to use indirect, non-confrontational and vague expressions, relying on the receiver’s ability to apprehend the meaning from the context; whereas low-context cultures tend to utilize direct, confrontational and unambiguous language, ensuring that the receives obtain the information exactly as it was provided (Usunier&Lee, 2005).
Besides Hall’s theory of cultural context, another influential theory is Hofstede’s five cultural dimensions. According to Hofstede (2008),…
This thesis consists of six chapters.… …
正文为Times New Roman小四号倍。每段齐头，段落之间空1行
Chapter2 Literature Review
Cross-cultural theories are often employed to study the cultural differences between two or more countries when people are involved in different social activities. A wide range of advertisements have been analyzed from different perspectives. In the field of public service advertisements, cross-cultural comparisons are also made to illustrated the similarities and differences in advertisement design.
2.1 Cross-cultural theories
2.1.1 High-context and low-context cultures
Hall identified high-context (HC) communication as involving “more of the information in the physical context or internalised in the person” (Hall, 1976, p.79). He also identified communication in low-context (LC) culture as “just the opposite of high-context communication; i.e. the mass of information is vested in the explicit code” (Hall, 1976, p.79). It has been observed that in conversations, people in LC cultures will shift from information already stated to information about to be given, while HC communication will jump back and forth and leave out detail, assuming this to be implicit between the two interlocutors (Würtz, 2005).
2.1.2 Cultural dimensions
Hofstede (2008) proposed five cultural dimensions including power distance, uncertainty avoidance, individualism and collectivism, masculinity and femininity, as well as long- versus short-term orientation. Power distance is defined as “the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally” (Hofstede&Hofstede, as cited in Migliore, 2011). Uncertainty avoidance is defined as “the extent to which members of a culture feel threatened by ambiguous or unknown situations” (Hofstede &Hofstede, as cited in Migliore, 2011).
Chapter 3Research Methodology
3.1 Theoretical framework
This research is conducted in the framework of Hall’s high- and low- context cultural theory and Hofstede’s cultural dimensions.
Hall (1976)defined that a high-context (HC) communication or message is one in which most of theinformation is either in the physical context or is internalized in the person, whilevery little is in the coded, explicit, transmitted part of the message. A low-context(LC) communication is just the opposite; i.e., the mass of information is vested in theexplicit code.
Chapter 4 Results and Discussion
4.1 Features of Chinese and American PSAs
All PSAs collected are divided into three control groups according to their theme. Features of Chinese and American PSAs are observed and summarized in this chapter.
4.1 .1 Visual features of Chinese PSAs