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 individualism, 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.

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

Contents

Abstract

摘要

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 Individualism-8

5. Conclusion-9

Works Cited-11