Abstract Smoking has become an urgent social problem in the West and China. This thesis mainly analyzes eight typical video clips of the public smoking cessation ads in the West and China. It can be seen from the analysis that the smoking cessation ads in the West are outspoken, straightforward and humorous while the ads in China are tactful, serious and pay attention to the kinship. The differences of the techniques for the public smoking cessation ads are caused by the cultural differences between the West and China. This thesis mainly analyzes two pairs of the collision: collectivism and inpidualism, Confucianism and Colonialism. However, it can not be ignored that all the public smoking cessation ads in the West and China are for no profit but for the public welfare which differ a lot from the commercial ads.57063

Keywords: techniques; public smoking cessation ads; cross-cultural; cultural differences

摘要吸烟问题已经成为中西方极为紧迫的社会问题。本文主要分析了中西方公益性戒烟广告中典型的八个视频小片段。我们可以从中看出西方的公益性戒烟广告是外向型的、直白的、幽默的，而中国的公益性戒烟广告是委婉的、严肃的、强调亲情的。公益性戒烟广告呈现手法的差异是由中西方之间的文化差异造成的。本文主要分析了中西方文化中的两对冲突：集体主义和个人主义，儒家思想和殖民主义思想。但不可忽视的是中西方公益性戒烟广告不同于商业性广告，它们都是为公众服务的而不是为了追求利润。

毕业论文关键词：呈现手法；公益性戒烟广告；跨文化；文化差异

Contents

1. Introduction 1

2. Literature Review 1

3. Comparison and Contrast of the Techniques for the Public Smoking Cessation Ads between the West and China 2

3.1 Presentation of Eight Episodes in the West and China 2

3.2 Similarities of the Episodes between the West and China 4

3.3 Differences of the Episodes between the West and China 5

4. Cultural Causes of the Differences of the Techniques for the Public Smoking Cessation Ads in the West and China 6

4.1 Collision of Confucianism and Colonialism 7

4.2 Collision of Collectivism and Inpidualism 8

5. Conclusion 9

Works Cited 11

1. Introduction

With the rapid development of economy and society, more and more social problems arise. Among these problems, smoking is one of the most serious problems which can not be ignored. As we all know, smoking does harm to our health and even damages the people around us in the form of the secondhand smoking. It also brings great economical loss to the Chinese and Western countries because the spending of the disease caused by smoking is a huge number. It is urgent to stop smoking for the sake of the health of people and the development of our society. And the most effective way to encourage smokers to quit smoking is through the public service ads because public service ads can be seen everywhere in modern society. The purpose of them is to bring benefits to our society rather than to pursue the economic interests of the market which is different from the commercial ads. It has a strong social function so it is a way of transmitting the information to the social public. Public service advertisement is such an advertising form that benefits the formation of public order and essential public ethnics. It does benefits to the society not only directly the public interests but also the long-term interests for the development of the society.