中日公益广告中文化价值观的比较——以5.18汶川地震和3.11日本大地震中的公益广告为例  

Comparative study of culture value in Chinese and Japanese public service advertisements:Case study of public service advertisements in Wenchuan 5.18 earthquake and Japan 3.11 earthquake

作　　者：孙美玲[1] 周宇博[2] 

机构地区：[1]北京大学新闻与传播学院 [2]中央人民广播电台总编室

出　　处：《广告大观（理论版）》2013年第2期75-83,共9页Journal of Advertising Study

摘　　要：随着社会发展的需求,公益广告越来越受到人们的关注。公益广告除了关注社会问题,服务公共利益,还是一种文化叙述,作为一种独特的文化现象与社会系统产生互动关系。因此,本文从文化的角度出发,以地震后的公益广告为案例,试图分析中日公益广告中所体现出的价值观念的差异。Along with the need of social development, pub!.ic-serviceadvertisement is getting more and more attention n addition to concern about social problems and serve public interest, public-serviceadvertisement is a kind of cultural narrative, which as a special cultural phenomenon interacts with social system. Therefore, taking public-serviceadvertisements of post-earthquake for examples, this article analyzes the differences of values mp!.ied in public-serviceadvertisements between Chinese and Japanese from the point of culture

关 键 词：中日公益广告 文化价值观 

分 类 号：F713.8[经济管理—广告]