1、精選文檔論文編號_號:_對外經濟貿易大學University of International Business and Economics小初黑體加重 畢業(yè)論文二號黑體加重 中美公益廣告的跨文化研究三號黑體。后面線上的文字要居中 學號 統(tǒng)一寫“英語”，居中姓名 學院 英語學院直接寫導師姓名，居中專業(yè) 英 語導師 日期都統(tǒng)一寫好時間 2016 年 3 月 25 日No._對外經濟貿易大學University of International Business and EconomicsTimes New Roman小初。下空一行。Graduation Thesis Times New Roma

2、n二號加重重。A Cross-cultural Study of Chinese and American Public Service Advertisements Times New Roman三號加重，后面線上的英文要求“左對齊”Student ID No. Student Name School NameSchool of International StudiesMajor Field English Advisor XXX Date： March 25, 2016 精選文檔畢業(yè)論文（設計）誠信聲明書本人聲明：我所提交的畢業(yè)論文（設計） 是我在指導教師指導下獨立研究、寫作的成果，論文

3、中所引用他人的無論以何種方式發(fā)布的文字、研究成果，均在論文中加以說明；有關教師、同學和其他人員對本文的寫作、修訂提出過并為我在論文中加以采納的意見、建議，均已在我的致謝辭中加以說明并深致謝意。論文作者 （簽字） 時間： 2016年 月 日指導教師已閱 （簽字） 時間： 2016年 月 日畢業(yè)論文（設計）版權使用授權書本畢業(yè)論文 是本人在校期間所完成學業(yè)的組成部分，是在對外經濟貿易大學教師的指導下完成的，因此，本人特授權對外經濟貿易大學可將本畢業(yè)論文的全部或部分內容編入有關書籍、數據庫保存，可采用復制、印刷、網頁制作等方式將論文文本和經過編輯、批注等處理的論文文本提供給讀者查閱、參考，可向有關學

4、術部門和國家有關教育主管部門呈送復印件和電子文檔。本畢業(yè)論文無論做何種處理，必須尊重本人的著作權，署明本人姓名。論文作者 （簽字） 時間： 2016年 月 日指導教師已閱 （簽字） 時間： 2016年 月 日對外經濟貿易大學畢業(yè)論文（設計）指導記錄表學生姓名學生學號導師姓名指導方向題 目修改情況修改要求1時間： 指導教師簽字：2時間： 指導教師簽字：3時間： 指導教師簽字：審閱結果時間：指導教師簽字：說明：按實際修改情況填寫，不足3次，可留空白；修改超過3次，可另加頁。對外經濟貿易大學畢業(yè)論文（設計）指導教師成績評定表學生學號學生姓名題目評價項目具 體 要 求滿分分值與評分ABCDE論文準備能

5、獨立查閱文獻和從事調研；開題報告申請表填寫清晰明確。2020-1615-1110-65-10基礎理論與專業(yè)知識能運用所學基礎理論和專業(yè)知識發(fā)現與解決實際問題。2020-1615-1110-65-10分析及實踐能力理論分析與計算正確；實驗數據可靠；設計合理，體現出一定的分析和實踐能力。2020-1615-1110-65-10論文（設計）寫作質量立論明確，論述充分，結論合理；文字通順，符合論文寫作規(guī)范；文獻綜述簡練完整；外語文獻翻譯準確，內容與論文直接相關。3030-2625-2120-1615-1110-0創(chuàng) 新體現出一定的創(chuàng)新意識。1010-98-76-54-32-0評分合計指導教師評語是否可

6、以提交答辯是否指導教師簽字 年 月 日對外經濟貿易大學畢業(yè)論文（設計）評閱教師成績評定表學生學號學生姓名題目評價項目具 體 要 求 滿分分值與評分ABCDE文獻綜述文獻綜述作為論文獨立章節(jié)簡練完整。1010-98-76-54-32-0外語文獻翻譯準確，內容與論文直接相關。1010-98-76-54-32-0論文（設計）寫作質量立論明確，論述充分，結論合理；文字通順，符合論文寫作規(guī)范。6060-5150-4140-3130-2120-0工作量及難度工作量飽滿，難度較大。1010-98-76-54-32-0創(chuàng) 新體現出一定的創(chuàng)新意識。1010-98-76-54-32-0評分合計評閱教師評語是否可以

7、提交答辯是否評閱教師簽字 年 月 日對外經濟貿易大學畢業(yè)論文（設計）答辯成績評定表學生學號學生姓名題 目答辯小組成員姓名職稱評價項目具 體 要 求滿分分值與評分ABCDE陳述內容思路清晰；語言表達準確，概念清楚，論點明確；研究方法科學，分析歸納合理；結論嚴謹，體現出一定的研究能力。5050-4140-3130-2120-1110-0答 辯回答問題有理論根據，基本概念清楚。主要問題回答準確、有深度。3030-2625-2120-1615-1110-0創(chuàng) 新體現出一定的創(chuàng)新意識。1010-98-76-54-32-0陳述時間符合要求。1010-98-76-54-32-0評分合計答辯小組意見組長簽字

8、年 月 日對外經濟貿易大學畢業(yè)論文（設計）綜合成績評定表學生學號學生姓名題 目指導教師評定成績評閱教師評定成績答辯成績畢業(yè)論文（設計）綜合成績百分制成績五級記分制成績畢業(yè)論文指導委員會審定意見主任簽字 年 月 日說明：畢業(yè)論文（設計）綜合成績：分別由指導教師、評閱教師和答辯小組的評分組成，三部分的組成比例分別為60、25、15。Times New Roman 三號（16號）加重。下空一行。AcknowledgementsI owe debts of gratitude to Professor *, my mentor, who guides me to read academic works

9、 and urges me to clarify my thoughts. Without her support and encouragement, this thesis would not have taken the shape as it is now. Besides, the teaching of many teachers including * in the School of International Studies, the help to refine the language from my dear American friends * and *, and

10、the resources of schools library are all indispensable for the completion of the thesis and the author would like to extend the heartfelt thanks here.Times New Roman小四號（12號）。行距1.5。論文題目，小二號黑體加重，居中中美公益廣告的跨文化研究小三號宋體，上下各空一行。姓名標題三號黑體，與論文題目隔一行標題與摘要正文隔行。摘要公益廣告在中國和美國的社會生活中都發(fā)揮著重要作用。公益廣告設計受兩國不同的文化特征的影響，而未考慮本國

11、的文化特征的公益廣告會導致宣傳效果大打折扣。本文旨在總結中美公益廣告各自的特點，并進行跨文化比較。研究結果將為廣告設計提供參考，從而使公益廣告更有效地發(fā)揮作用。本研究采用內容分析法，在霍爾和霍夫斯泰德的跨文化理論框架下分析和比較中美公益廣告的特征。共收集329篇公益廣告，包括168篇中國公益廣告和161篇美國公益廣告。論文中文摘要正文一般不超過300字。宋體小四，行距1.5行。研究結果表明，中美公益廣告都以直接的方式傳達信息。中國公益廣告體現出集體主義的特征，而美國公益廣告則表現出個人主義的特點。文中總結的廣告特征大多都與該國文化特征相符，但也有小部分的廣告特征與該國文化特征有所偏離。關鍵詞：

12、 跨文化 公益廣告 對比分析關鍵詞不多于三個，與論文題目對應。A Cross-cultural Study of Chinese and American Public Service Advertisements小二號（18號）加重論文外文摘要，一般為200-300字。標題為Times New Roman三號（16號）加重，行距1倍。小三號（15號）Name論文外文摘要正文為Times New Roman 12號，行距1.5倍。ABSTRACTIn China and the US, public service advertisements have been serving both s

13、ocieties concerning different issues. Meanwhile, cultural features play an important role in shaping the pattern of the public service advertisements in China and the US. The purpose of this thesis is to find out the features of Chinese and American public service advertisements and compare them fro

14、m a cross-cultural perspective. The final results are supposed to be implied to advertisement design in order to better fulfill their service function.The study employs content analysis to analyze and compare characteristics of public service advertisements in China and the US based on Hall and Hofs

15、tedes cultural theories. In total, 329 pieces of advertisements were collected including 168 Chinese advertisements and 161 American advertisements. The results suggest both Chinese and American public service advertisements convey the message through a direct way. Collectivism and individualism are

16、 found in Chinese and American public service advertisement respectively. Although most features of advertisements in both countries are consistent with their cultural features, some features are inconsistent with cultural features.Key words: cross-cultural study public service advertisementscontras

17、tive analysis中英文摘要均不能超過一頁Times New Roman 三號加重。下空一行。ContentsAcknowledgementsIAbstract(Chinese)II與下面目錄正文間空一行。AbstractIIITimes New Roman小四（12號）、行距1.5，僅列兩級標題Chapter 1 Introduction1本節(jié)寫主要概念和理論的介紹Chapter 2 Literature Review這兩節(jié)寫國內外相關研究的綜述，可按不同主題分小標題，特別注意回顧相關的實證研究成果2.1 Cross-cultural theories2.2 Features of

18、advertisements in high-context and low-context cultures2.3 Comparison of Chinese and American public service advertisements2.4 SummaryChapter 3 Research Methodology5第三章主要寫研究方法、重點及假設，研究方法有分析文章、數據、問卷調查等3.1 Theoretical framework3.2 The data3.3 Research questions/Hypotheses第四章主要寫分析及結果，可采用定性、定量分析、用圖或表作出報

19、告結果，結果是文字描述的需解釋原因并作分析Chapter 4 Results and Dicussion154.1 Features of Chinese and American PSAs4.2 Cross-cultural Comparison of Chinese and American PSAsChapter 5 Conclusion 21最后一章寫主要研究發(fā)現及結論，指出現有研究的不足之處，及對未來研究的展望，還可以加上研究的現實意義及實際應用References22Appendix 1 Two English Texts23Appendix 2 Translated Texts

20、(Chinese)33精選文檔頁邊距:上3厘米，下3.4厘米，左3.5厘米，右3.2厘米標題為Times New Roman三號加重。Chapter 1 IntroductionPublic service advertisements have been playing an important role in shaping peoples behaviors and transforming peoples notions of certain public issues. They are for non-commercial purposes, produced and distri

21、buted by government or nonprofit organizations. Public service advertisements in China differ from that in the US due 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

22、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,

23、 relying on the receivers 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 Halls theory of cultu

24、ral context, another influential theory is Hofstedes five cultural dimensions. According to Hofstede (2008), 正文為Times New Roman小四號。行距1.5倍。每段齊頭，段落之間空1行。This thesis consists of six chapters. Chapter 2 Literature ReviewCross-cultural theories are often employed to study the cultural differences between

25、 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 ad

26、vertisement design本章開頭一段可簡要介紹文獻綜述的范圍和內容。.2.1 Cross-cultural theories2.1.1 High-context and low-context culturesHall identified high-context (HC) communication as involving “more of the information in the physical context or internalised in the person” (Hall, 1976, p.79)原文引用的括號夾注格式. He also identifie

27、d 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 informatio

28、n 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 (Wrtz, 2005).2.1.2 Cultural dimensionsHofstede (2008) proposed five cultural dimensions including power distance, uncertainty avoidance, individualism

29、 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, a

30、s 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間接引用的括號夾注格式).Chapter 3 Research Methodology3.1 Theoretical frameworkThis research is conducted

31、 in the framework of Halls high- and low- context cultural theory and Hofstedes cultural dimensions.Hall (1976)defined that a high-context (HC) communication or message is one in which most of the information is either in the physical context or is internalized in the person, while very little is in

32、 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 the explicit code.Chapter 4 Results and Discussion4.1 Features of Chinese and American PSAsAll PSAs collected are divided into three control groups

33、according to their theme. Features of Chinese and American PSAs are observed and summarized in this chapter.4.1 .1 Visual features of Chinese PSAsChapter 5 ConclusionThe purpose of this research is to compare features of Chinese and American PSAs from a cross-cultural perspective. It is supposed tha

34、t findings in this research will be beneficial for public service advertisers to adopt proper and effective advertising strategies which are in accordance with cultural traditions in the country, so that PSAs help change public behaviors in a more efficient way.This research compares cultural featur

35、es of Chinese and American PSAs.The findings are expected to help PSA producers find out more proper advertising strategies to maximize the advertising influence. The findings suggest that it is not necessary to adopt public service advertising strategies in accordance with traditional cultural feat

36、ures. It is feasible and beneficial to learn from the advantages of public service advertising strategies in other cultures.However, this research merely studied anti-smoking, anti-drug and anti-HIV/AIDS PSAs because of the limitation of time. It is better to collect PSAs of other themes as many as

37、possible in the future. Also, we only paid attention to the features of PSAs in China and the US from a cross-cultural perspective. It is worthwhile to compare them from a non-cultural angle in future studies. Whats more, a further research is needed to evaluate how effective the PSAs are by adoptin

38、g such advertising strategies.注意事項：1. 一級標題字數一般不超過18字（英文）和12個字（中文）；如有副標題，副標題字數一般不超過12字（英文）和10個字（中文）；2. 外文論文，字數一般為50006000詞（不含目錄、論文摘要、注釋、參考文獻、附錄等）。超此范圍，由指導教師根據實際情況決定。3. 注釋鼓勵采用文中注（括號夾注），如有特殊說明性文字，請一律采用腳注；正文中腳注用序號，用阿拉伯數字括圓圈右上標注，在腳注中序號回復正常位置。4. 每一自然段空行，開頭左對齊。項目編號用阿拉伯數字。5. 圖表按章節(jié)編號,表的標題在表上方居中，如：Table 3.1 x

39、xxxx；圖的標題在圖下方居中，如：Figure 4.1 xxxxxx。6. 必須要有Introduction。7. 必須要有英文撰寫的文獻綜述（Literature Review），一般應包括文章由來（Origin of Research）、基本概念和理論闡釋、所研究課題國內外現狀分析，相關實證研究成果等。8. 文學類及國別研究類的論文采用MLA格式行文；須嚴格按照相應的格式規(guī)范進行。9. 其他如語言類、翻譯類的論文亦可采用最新的APA的格式進行論文撰寫工作，具體可網絡查詢相關最新格式規(guī)范。References 標題文獻順序：中文在前，英文在后；按作者姓氏字母順序排列五號宋體，行距1.25倍

40、。Chen, Y. C. 陳永超，2006，漢語會話中的修正過程。博士學位論文。北京語言大學。 中文碩博論文Hu, Z. L. 胡壯麟，2004，認知隱喻學。北京：北京大學出版社。 中文專著Lv, S. X., & Zhu, D. X. 呂叔湘、朱德熙，1952，語法修辭講話。北京：中國青年出版社。 中文專著，兩位作者Wang, C. M. 王初明，2000，以寫促學：一項英語寫作教學改革的試驗，外語教學與研究（3）：230-236。 中文期刊論文Wen, Q. F. 文秋芳，2003，英語學習者動機、觀念、策略的變化規(guī)律與特點。載文秋芳、王立非（編），英語學習策略實證研究。西安：陜西師范大學

41、出版社。255-259。 中文論文集論文Arndt, V. (1987). Six writers in search of texts: A protocol-based study of L1 and L2 writing. ELT Journal, 41 (4), 257-266. 期刊論文Cigarette sales fall 30% as California tax rises. (1999, September 14). New York Times, p. A17. 無作者報紙文章Connor, U., & Kaplan, R. (Eds.). (1987). Writing

42、 across languages: Analysis of L2 text. Reading, MA: Addison-Wesley. 編著Klein, J. (1998, October 5). Dizzy days. The New Yorker, pp. 40-45. 雜志文章Martin, J. R. (1997). Analyzing genre: Functional parameters. In F. Christie & J. R. Martin (Eds.), Genre and institutions: Social processes in the workplace

43、 and school (pp. 3-39). London, England: Cassell. 論文集文章Poland, D. (1998, October 26). The hot button. Roughcut. Retrieved October 28, 1998, from 網絡期刊文章Shay, J. (1994). Achilles in Vietnam: Combat trauma and the undoing of character. New York: Touchstone. 專著Standards for educat

44、ional and psychological tests. (1985). Washington, DC: American Psychological Association. 無作者專著Tommasini, A. (1998, October 27). Master teachers whose artistry glows in private. New York Times, p. B2. 報紙文章Thompson, L. (1988). Social perception in negotiation. Unpublished doctoral dissertation, Nort

45、hwestern University, Evanston, IL. 碩博論文Tulving, E., & Schacter, D. L. (1990). Priming and human memory systems. Science, 247, 301-305. 期刊論文，總卷號Appendix Translation（兩篇譯文應是與本論文相關的文獻材料） 譯文一 五大個性特征與霍夫斯泰德的文化維度之間的關系來源于Migliore, L. A. (2011).Relation between big five personality traits and Hofstedes cultur

46、al dimensions. Cross Cultural Management: An International Journal, 18(1), 38-54.Laura Ann MiglioreXXX譯霍夫斯泰德的理論框架由五個文化維度構成，從國家層面概括文化價值：（1） 個人主義和集體主義（2） 權力距離（3） 陽剛氣質和陰柔氣質（4） 不確定性規(guī)避（5） 時間導向：長期導向和短期導向個人主義個人主義與集體主義相對，體現個體獨立或融入集體的程度。個人主義社會中，人們傾向于關注自我和親近的家人。在集體主義程度高的社會中，人們強調通過對群體的忠誠來得到這個群體的長期保護。 附原文Relati

47、on between Big Five Personality Traits and Hofstedes Cultural DimensionsLaura Ann MiglioreHofstedes work forms the framework for five cultural dimensions of work-related values at the national level:(1) individualism-collectivism;(2) power distance;(3) masculinity-femininity;(4) uncertainty avoidanc

48、e; and(5) time orientation, i.e. long term and short term.IndividualismIndividualismis the opposite of collectivismand represents the degree towhich individuals are supposed to look after themselves or remain integrated into groups (Hofstede and Hofstede, 2005). Individualistic societies tend to hav

49、e a self-focused viewthat only extends to his or her immediate family; whereas societies high in collectivismhave a people-group view from cradle to grave of lifetime protection in exchange for unquestioning loyalty. 譯文二 跨文化研究：平面廣告中視覺形式的決定因素來源于Bu, K. H., Kim, D. H., & Lee, S. Y. (2009). Determinants of visual forms used in print advertising: A cross-cultural comparison. International Journal of Advertising, 28(1), 13-47.Kyunghee Bu, Donghoon Kim and Seung-yon LeeXXX譯本文主要是想驗證運用與文化相