DSpace DSpace 日本語

長崎県立大学学術リポジトリ >
国際社会学部研究紀要 >
第4号 >

Please use this identifier to cite or link to this item: http://hdl.handle.net/10561/1573

Title: A Comparative Study of The Environmental Advertising in China and U.S : A Cross-cultural Perspective
Other Titles: 環境広告における米中の比較研究~異文化の角度から
Author: 賈, 曦
Author's alias: JIA, Xi
Issue Date: 22-Dec-2019
Publisher: 長崎県立大学
Shimei: 研究紀要
Issue: 4
Start page: 17
End page: 24
ISSN: 2432616x
Abstract: This study analyzes environmental advertising in the United States and China within a cultural value dimension framework. A detailed content analysis shows that U.S. environmental advertising uses images of harmony or humor to appease a deep fear aroused by radical environmental rhetoric. Culture values reflected in the environmental advertising of the United States are of high individualism, anxiety-free, and are less emotional. In contrast, Chinese environmental advertising tends to arouse public anxiety so that due action can be taken. Culture values reflected in the environmental advertising of China are of high collectivism, arousing anxiety and aggressiveness, and are emotional.
Keywords: environmental advertising
cultural dimension
content analysis
URI: http://hdl.handle.net/10561/1573
Appears in Collections:第4号

Files in This Item:

File Description SizeFormat
v4p17_jia.pdf752.02 kBAdobe PDFView/Open

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


Nagasaki Prefectural University attached library