Comparative Study On Themes Of China’s And American’s PSA

As a special form of advertising,public service advertisement occupies an important position in the advertising campaign.Different from commercials,PSA is created for the purpose of promoting public awareness. It is also a symbol to measure the maturity of the country’s advertising industry. PSA’s theme is the embodiment of the social situation and public demand.Behind it,is the common effect of specific historical and cultural background, operation system and many other factors.As the birthplace of modern public service ads,America’s PSA industry has accumulated rich experience in long-term advertising activities, formed a complete system of works.Besides,the subjects also have its’ own style.PSA activities started late in China until the broadcasting of a PSA program "Saving water" on Guizhou TV station in1987.After26years of exploration and development,China’s PSA industry has made great progress.At the same time,there are also many shortages.Based on the sample analysis and literature review,author compared the subject of PSA in China’s and the U.S. through two dimensions,lateral social and cultural aspects and longitudinal historical development vein.Through a comprehensive analysis of samples,this study emphasize on summarizing the commonness and characteristics of PSA’ subject of both countries.Besides,author intends to figure out what causes the differences and similarities of the subject based on its’ establishment system and social backgroud.Supported by Advertising and Communication theory, this essay uses content analysis method to research.The comparision results show that China’s PSA has its own characteristic subject,such as traditional culture, national policy response,etc.Meanwhile there exit the lack of palnning and persistence in ads activities, the subject is also not clear and specific enough.According to the theory and practice of PSA’s selection of a subject in the U.S., it brings some inspiration and ideas that may help the healthy and rapid development of China’s PSA industry.