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1、论文编号_号:_对外经济贸易大学University of International Business and Economics小初黑体加重 毕业论文二号黑体加重 中美公益广告的跨文化研究三号黑体。后面线上的文字要居中 学号 统一写“英语”，居中姓名 学院 英语学院直接写导师姓名，居中专业 英 语导师 日期都统一写好时间 2016 年 3 月 25 日No._对外经济贸易大学University of International Business and EconomicsTimes New Roman小初。下空一行。Graduation Thesis Times New Roman二号加
2、重重。A Cross-cultural Study of Chinese and American Public Service Advertisements Times New Roman三号加重，后面线上的英文要求“左对齐”Student ID No. Student Name School NameSchool of International StudiesMajor Field English Advisor XXX Date： March 25, 2016 毕业论文（设计）诚信声明书本人声明：我所提交的毕业论文（设计） 是我在指导教师指导下独立研究、写作的成果，论文中所引用他人的无
3、论以何种方式发布的文字、研究成果，均在论文中加以说明；有关教师、同学和其他人员对本文的写作、修订提出过并为我在论文中加以采纳的意见、建议，均已在我的致谢辞中加以说明并深致谢意。论文作者 （签字） 时间： 2016年 月 日指导教师已阅 （签字） 时间： 2016年 月 日毕业论文（设计）版权使用授权书本毕业论文 是本人在校期间所完成学业的组成部分，是在对外经济贸易大学教师的指导下完成的，因此，本人特授权对外经济贸易大学可将本毕业论文的全部或部分内容编入有关书籍、数据库保存，可采用复制、印刷、网页制作等方式将论文文本和经过编辑、批注等处理的论文文本提供给读者查阅、参考，可向有关学术部门和国家有关
4、教育主管部门呈送复印件和电子文档。本毕业论文无论做何种处理，必须尊重本人的著作权，署明本人姓名。论文作者 （签字） 时间： 2016年 月 日指导教师已阅 （签字） 时间： 2016年 月 日对外经济贸易大学毕业论文（设计）指导记录表学生姓名学生学号导师姓名指导方向题 目修改情况修改要求1时间： 指导教师签字：2时间： 指导教师签字：3时间： 指导教师签字：审阅结果时间：指导教师签字：说明：按实际修改情况填写，不足3次，可留空白；修改超过3次，可另加页。对外经济贸易大学毕业论文（设计）指导教师成绩评定表学生学号学生姓名题目评价项目具 体 要 求满分分值与评分ABCDE论文准备能独立查阅文献和从
5、事调研；开题报告申请表填写清晰明确。2020-1615-1110-65-10基础理论与专业知识能运用所学基础理论和专业知识发现与解决实际问题。2020-1615-1110-65-10分析及实践能力理论分析与计算正确；实验数据可靠；设计合理，体现出一定的分析和实践能力。2020-1615-1110-65-10论文（设计）写作质量立论明确，论述充分，结论合理；文字通顺，符合论文写作规范；文献综述简练完整；外语文献翻译准确，内容与论文直接相关。3030-2625-2120-1615-1110-0创 新体现出一定的创新意识。1010-98-76-54-32-0评分合计指导教师评语是否可以提交答辩是否指
6、导教师签字 年 月 日对外经济贸易大学毕业论文（设计）评阅教师成绩评定表学生学号学生姓名题目评价项目具 体 要 求 满分分值与评分ABCDE文献综述文献综述作为论文独立章节简练完整。1010-98-76-54-32-0外语文献翻译准确，内容与论文直接相关。1010-98-76-54-32-0论文（设计）写作质量立论明确，论述充分，结论合理；文字通顺，符合论文写作规范。6060-5150-4140-3130-2120-0工作量及难度工作量饱满，难度较大。1010-98-76-54-32-0创 新体现出一定的创新意识。1010-98-76-54-32-0评分合计评阅教师评语是否可以提交答辩是否评阅
7、教师签字 年 月 日对外经济贸易大学毕业论文（设计）答辩成绩评定表学生学号学生姓名题 目答辩小组成员姓名职称评价项目具 体 要 求满分分值与评分ABCDE陈述内容思路清晰；语言表达准确，概念清楚，论点明确；研究方法科学，分析归纳合理；结论严谨，体现出一定的研究能力。5050-4140-3130-2120-1110-0答 辩回答问题有理论根据，基本概念清楚。主要问题回答准确、有深度。3030-2625-2120-1615-1110-0创 新体现出一定的创新意识。1010-98-76-54-32-0陈述时间符合要求。1010-98-76-54-32-0评分合计答辩小组意见组长签字 年 月 日对外经
8、济贸易大学毕业论文（设计）综合成绩评定表学生学号学生姓名题 目指导教师评定成绩评阅教师评定成绩答辩成绩毕业论文（设计）综合成绩百分制成绩五级记分制成绩毕业论文指导委员会审定意见主任签字 年 月 日说明：毕业论文（设计）综合成绩：分别由指导教师、评阅教师和答辩小组的评分组成，三部分的组成比例分别为60、25、15。Times New Roman 三号（16号）加重。下空一行。AcknowledgementsI owe debts of gratitude to Professor *, my mentor, who guides me to read academic works and urg
9、es 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 the reso
10、urces 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小四号（12号）。行距1.5。论文题目，小二号黑体加重，居中中美公益广告的跨文化研究小三号宋体，上下各空一行。姓名标题三号黑体，与论文题目隔一行标题与摘要正文隔行。摘要公益广告在中国和美国的社会生活中都发挥着重要作用。公益广告设计受两国不同的文化特征的影响，而未考虑本国的文化特征的公益
11、广告会导致宣传效果大打折扣。本文旨在总结中美公益广告各自的特点，并进行跨文化比较。研究结果将为广告设计提供参考，从而使公益广告更有效地发挥作用。本研究采用内容分析法，在霍尔和霍夫斯泰德的跨文化理论框架下分析和比较中美公益广告的特征。共收集329篇公益广告，包括168篇中国公益广告和161篇美国公益广告。论文中文摘要正文一般不超过300字。宋体小四，行距1.5行。研究结果表明，中美公益广告都以直接的方式传达信息。中国公益广告体现出集体主义的特征，而美国公益广告则表现出个人主义的特点。文中总结的广告特征大多都与该国文化特征相符，但也有小部分的广告特征与该国文化特征有所偏离。关键词： 跨文化 公益广
12、告 对比分析关键词不多于三个，与论文题目对应。A Cross-cultural Study of Chinese and American Public Service Advertisements小二号（18号）加重论文外文摘要，一般为200-300字。标题为Times New Roman三号（16号）加重，行距1倍。小三号（15号）Name论文外文摘要正文为Times New Roman 12号，行距1.5倍。ABSTRACTIn China and the US, public service advertisements have been serving both societies
13、 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 from a cros
14、s-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 Hofstedes cu
15、ltural 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 found i
16、n 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 advertisementscontrastive ana
17、lysis中英文摘要均不能超过一页Times New Roman 三号加重。下空一行。ContentsAcknowledgementsIAbstract(Chinese)II与下面目录正文间空一行。AbstractIIITimes New Roman小四（12号）、行距1.5，仅列两级标题Chapter 1 Introduction1本节写主要概念和理论的介绍Chapter 2 Literature Review这两节写国内外相关研究的综述，可按不同主题分小标题，特别注意回顾相关的实证研究成果2.1 Cross-cultural theories2.2 Features of advertis
18、ements in high-context and low-context cultures2.3 Comparison of Chinese and American public service advertisements2.4 SummaryChapter 3 Research Methodology5第三章主要写研究方法、重点及假设，研究方法有分析文章、数据、问卷调查等3.1 Theoretical framework3.2 The data3.3 Research questions/Hypotheses第四章主要写分析及结果，可采用定性、定量分析、用图或表作出报告结果，结果是文
19、字描述的需解释原因并作分析Chapter 4 Results and Dicussion154.1 Features of Chinese and American PSAs4.2 Cross-cultural Comparison of Chinese and American PSAsChapter 5 Conclusion 21最后一章写主要研究发现及结论，指出现有研究的不足之处，及对未来研究的展望，还可以加上研究的现实意义及实际应用References22Appendix 1 Two English Texts23Appendix 2 Translated Texts (Chinese
20、)33页边距:上3厘米，下3.4厘米，左3.5厘米，右3.2厘米标题为Times New Roman三号加重。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 distributed by gov
21、ernment 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 of cultural
22、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, relying on
23、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 cultural context,
24、 another influential theory is Hofstedes five cultural dimensions. According to Hofstede (2008), 正文为Times New Roman小四号。行距1.5倍。每段齐头，段落之间空1行。This thesis consists of six chapters. Chapter 2 Literature ReviewCross-cultural theories are often employed to study the cultural differences between two or more
25、 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 advertisement
26、design本章开头一段可简要介绍文献综述的范围和内容。.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)原文引用的括号夹注格式. He also identified communicat
27、ion 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 information about to b
28、e 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 and collect
29、ivism, 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, as cited in M
30、igliore, 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间接引用的括号夹注格式).Chapter 3 Research Methodology3.1 Theoretical frameworkThis research is conducted in the fram
31、ework 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 the coded,
32、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 according to
33、 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 that findings i
34、n 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 features of Chines
35、e 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 features. It is
36、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 possible in
37、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 adopting such adver
38、tising strategies.注意事项：1. 一级标题字数一般不超过18字（英文）和12个字（中文）；如有副标题，副标题字数一般不超过12字（英文）和10个字（中文）；2. 外文论文，字数一般为50006000词（不含目录、论文摘要、注释、参考文献、附录等）。超此范围，由指导教师根据实际情况决定。3. 注释鼓励采用文中注（括号夹注），如有特殊说明性文字，请一律采用脚注；正文中脚注用序号，用阿拉伯数字括圆圈右上标注，在脚注中序号回复正常位置。4. 每一自然段空行，开头左对齐。项目编号用阿拉伯数字。5. 图表按章节编号,表的标题在表上方居中，如：Table 3.1 xxxxx；图的标题在图下
39、方居中，如：Figure 4.1 xxxxxx。6. 必须要有Introduction。7. 必须要有英文撰写的文献综述（Literature Review），一般应包括文章由来（Origin of Research）、基本概念和理论阐释、所研究课题国内外现状分析，相关实证研究成果等。8. 文学类及国别研究类的论文采用MLA格式行文；须严格按照相应的格式规范进行。9. 其他如语言类、翻译类的论文亦可采用最新的APA的格式进行论文撰写工作，具体可网络查询相关最新格式规范。References 标题文献顺序：中文在前，英文在后；按作者姓氏字母顺序排列五号宋体，行距1.25倍。Chen, Y. C.
40、 陈永超，2006，汉语会话中的修正过程。博士学位论文。北京语言大学。 中文硕博论文Hu, Z. L. 胡壮麟，2004，认知隐喻学。北京：北京大学出版社。 中文专著Lv, S. X., & Zhu, D. X. 吕叔湘、朱德熙，1952，语法修辞讲话。北京：中国青年出版社。 中文专著，两位作者Wang, C. M. 王初明，2000，以写促学：一项英语写作教学改革的试验，外语教学与研究（3）：230-236。 中文期刊论文Wen, Q. F. 文秋芳，2003，英语学习者动机、观念、策略的变化规律与特点。载文秋芳、王立非（编），英语学习策略实证研究。西安：陕西师范大学出版社。255-259。
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