A Comparative Study On The Performance Elements Of TV Public Service Advertising In China And Korea

Since 1986,China launched the first TV public service ads "water conservation",China's TV public service advertising has gone through more than thirty years of history,and the production capacity and broadcast level of public service advertising is rising.In 2016 Spring Festival,when China and South Korea announced their first co-operation,they launched the first TV public service ads.Based on swift development of the industry cooperation,different thoughts and culture collide and mix with each other.Under this circumstances,a comparative analysis of the performance elements of TV public service ads and to explore the emergence of new cultural values has important theoretical and practical significance.And,unlike earlier studies on the heterogeneity of the East and West countries,this is based on a comparative study of China and South Korea in the East Asian cultural circle.This paper discusses the comparison and analysis of TV public service ads produced by CCTV network and KOBACO network from 2006 to 2016.Holland psychologist Geert Hofstede's cultural dimensions theory(Hofstede)and the United States of intercultural communication founder Edward Hall(Hall)the context culture theory as the theoretical basis,using content analysis,case analysis document literature and other research methods,this paper is discuss the differences in the theme design,creative strategy and cultural value of the TV public service advertisements and discuss the causes of inequality in the two countries.Throughing the analysis of the sample of China and South Korea TV public service advertisements,it is found that the public service advertisements of China and Korea coexist in similarities and differences in subject selection,creative strategy and cultural dimension.In the themeset.In addition to the common topic of public service advertising concern,the choice of China and South Korea has significant differences in the theme,especially in ideology,festivals,public devotion and other topics on the focus of different.Affected by social factors,the theme of China-South Korea TV public service advertising is often associated with social hot topics and major events are closely related.The similarity between China and South Korea's creative strategy is influenced by high context culture,and it is more inclined to use the creative strategy of emotional appeal to express the content of advertising,and verify the high and low context theory of Edward Hall.The two countries have similarities and differences in cultural values.They are similar in terms of collectivism,power distance and uncertainty avoidance.There are differences in masculine temperament and long-term orientation,especially in China's TV public service To avoid the cultural characteristics,both long-term and short-term oriented cultural characteristics,and Hofstede's cultural dimension of the existence of inconsistencies.The difference in cultural values between the two countries shows that the materialist form of China and South Korea has quietly risen under the catalysis of the modernization process.