A Comparative Study On Cultural Values Embodied In Chinese And American Public Service Advertising

Public service advertising is a special sort of advertising for marketing public awareness other than for ordinary commercial purposes. The same as the commercial advertising, public service advertising also informs people of cultural valuesFor the special features and purpose of PSA, responsibility, human-centeredness and virtues embodied in Chinese public service advertising can also be found in American public service advertising. However, differences do exist between Chinese and American public service advertising. Chinese collectivism, past orientation, being orientation, patriotism embodied in Chinese PSA form a clear contrast to American individualism, future-orientation, doing orientation and heroism. Americans used to hold an attitude of conquest in dealing with relationship between man and nature. Due to the deterioration of the environment and the overexploitation of resources, they start to approach it in a way that is more or less the same as the Chinese one that stresses harmony between them. Imagination, humor and freedom manifest themselves more frequently in American public service advertising whereas filial piety is greatly emphasized in Chinese public service advertising and rare or none in American's.By comparing cultural values embodied in Chinese and American public services advertising, it is expected to enrich the study of public service advertising from the angle of cultural values, providing some constructive references for Chinese public service advertisers and promote intercultural communication.