跨文化交际下中西公益广告之异与同

摘要

The author aims to appreciate the differences in modern public service ads (PSAs) from the perspective of Hofstede’s cross-cultural organizational value dimensions. It’s found that because of difference cultures, Chinese and western PSAs are different. In the PSAs Chinese focus on the interests collective and group, while the westerners focus on individual rights. Chinese power distance is relative large and people admire seniority and superior, while westerners are not but focus on equality between people. Chinese avoid facing uncertainty, so they express indirectly. But the westerners are not afraid of uncertainty, they express directly. The two sides also have different views on gender. Meanwhile the similarities are analyzed in the PSAs. Based on the ifndings the author concludes that the theme and atmosphere are similar, the similarities and differences co-exist, and the same cognitive aspects can be relfected even though in different expressions. Suggestion is given that these ifndings should be beneifcial to the success of cross-cultural communication.%以Hofstede的文化四维度理论对现代中西方公益广告进行分析为基础，从而发现中西方由于文化差异，在公益广告上也有所差异，主要表现为：公益广告中，中国人注重集体和团体的利益，而西方比较重视个人的权利；中国人权利距离相对大，对有辈分有声望的人比较敬仰，而西方人权利距离相对小，比较重视人与人之间的平等；中国人对不确定的因素比较规避，所以表达比较间接，而西方人不规避不确定因素，表达方式较直接；中国和西方在男女性别观念上也有所差别。另外，对公益广告中相似的内容进行分析研究后，发现双方在主题与氛围方面比较相似，因此跨文化交际下中西方相似与相异的文化可以共存，不同的表达方式下也有共同的认知方面。明白中西文化异同有利于国际跨文化交际中对障碍的预防与克服。