1. 研究目的与意义（文献综述）

public service advertising, a vital means of expressing public interests and encouraging individuals to take part in public benefit activities, has gradually been a mirror of a country and its culture. namely, public service advertisement is an influential and ubiquitous form of culture, which will draw the attention of the general public and shape their opinions upon morality, the world and so on so forth. according to prof. shi xiumei ,culture, in the broad sense, is the sum of a society’s material wealth and spiritual wealth gained in the process of molding and changing nature and society，while in the narrow sense, is concerned with intangible and spiritual things like ideology and theory, morality and values, literature and arts, etc. in our lives, standing aside by economy and politics.^[16] furthermore, prof li yanwei illustrates culture connotation in public service advertisements in his thesis, and points out that every kind of public service ads are deeply influenced by native culture and their intangible but strong power in turn gradually benefits a society and its culture, let it be chinese or american ads.^[13]

public service ads can be divided into 8 categories according to prof. lewis s. w.: health (mainly disease prevention, keeping public spaces sanitary), volunteer and donation (mainly asking people to donate money, time or blood for a public good), spirit and religion (asking people to behave morally because of religious beliefs and celebrating public holidays); politics (asking people to do something for the locality or the nation, or celebrating anniversaries of political events), civil behavior (asking people to be civilized modest); security (asking people to prevent from harmful goods such as crime and terrorism); environmental protection (mainly asking people to conserve natural resources as well as protect environment and endangered species), and cosmopolitan (asking people to have good relations with people of other nations).^[5] the wide use of public service ads therefore enhances us to study it and present more practical advice on it, as it is a significant driving force to improve the soft power of china's culture.

the society of economic expansion has witnessed commercial ad and its cross-cultural researches huge development and success. however, according to prof. yin baiyan, compared with commercial ads, the research on public service advertising language is rare.^[17] furthermore, prof li yanwei claimed that public service advertisement is one form of culture that is worthy of researching, as it is a key to explore the values of this society.^[13] and there are similarities and differences reflected in chinese and american culture. for example, both chinese and american ads show femininity and gentle side for favoring “her”. according to the chinese values survey (cvs) by hall and bond, americans tend to look at the present while chinese tend to look to future.^[2] moreover, prof yin baiyan argues that western public service ads tend to appeal to ration, individualism and explicitness while the chinese ones tend to appeal to emotion, collectivism and implicitness under the influence of traditional thoughts, especially confucianism.^[17] thus more research should be done on it, especially from the perspective of cross-culture, as we can innovate and refresh public service ads with new research results on the basis of traditional culture.

2. 研究的基本内容与方案

public service advertisement is conducive to the image of china as it can shape the general public’s opinion and motivate them to do good deeds in long term. the ultimate goal of this paper is to arouse culture awareness among ads producers and present practical advice on ads producing. therefore, the author will review and comprehend plenty of existed sources about public service advertisements and their inner cultural traits, based on many chinese and american public service ads according to the categories mentioned above in recent 3 years, by analyzing some typical ads in each category from the lens of culture, it will compare chinese and american public service advertising language, and conclude the paper with practical advice on producing public service ads in china.

correspondingly, the paper will demonstrate typical features of both chinese and american public service advertising language based on hall’s context of culture and hofstede’s theory of culture dimensions. furthermore, from the perspective of chinese and american culture, the paper will illustrate the similarities and differences between chinese and american public service advertising language with some typical examples, ranging from environmental protection to core values. finally the paper will conclude the significant characteristics and function of public service advertisements, thus inspiring advertisement producers to improve culture awareness while designing public advertising, especially those for drawing attention of foreigners.

3. 研究计划与安排

before 20^th january: settlement of the title

before 20^th march: submission of the outline

before 25^th april: submission of the first draft

4. 参考文献（12篇以上）

[1] esarey, a., stockman, d. amp; zhang, j. support for propaganda: chinese perceptions of public service advertising[j]. journal of contemporary china, 2017, 26(103): 101-117.

[2] hofstede, g. dimensionalizing cultures: the hofstede model in context. online reading in psychology and culture.[db/ol]. 2011,12/2018,2. https://scholarworks.gvsu.edu/orpc/vol2/iss1/8.

[3] https://scholarworks.gvsu.edu/orpc/vol2/iss1/8