| Public service advertisements help regulate people’s behavior and establish a good social atmosphere.They have an irreplaceable position in modern society.The studies on them were majorly centered around the function,processing,creation,and so on,and research from the theoretical perspective was relatively few.This thesis applies three important concepts of Gadamer’s philosophical hermeneutics,including historicity of understanding,fusion of horizons,effective history to analyze and compare the selected Chinese and American public service advertisements.Based on Kluchhorn and Strodtbeck’s value orientations,including the relationship between human and nature,activity orientation and time orientation,and Hofstede’s cultural dimension of individualism and collectivism,the thesis selects 18 texts in all,of which 11 are Chinese,and7 are American.This thesis analyzes these advertisements texts from historicity of understanding & human-nature relationship,fusion of horizons & activity orientation,effective history & time orientation,and effective history & individualism and collectivism orientation.The research found that: 1.Under the influence of the openness of understanding in hermeneutics,people’s understanding of the public service advertisements is always changing;2.In the process of understanding the public service advertisements,people passively form their own horizons,which will lead to prejudice to things,and this prejudice will achieve fusion of horizons in the dialogue with the text;3.Due to the historicity of experience,Chinese and American public service advertisements are deeply influenced by different cultural values,historical reasons and social factors.In all,people’s understanding of the text is subjective,and the understanding can be changed under the influence of external factors.By exploring these external factors,this thesis will provide certain suggestions and references for the creation of public service advertisement. |
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