| Under the background of globalization,international cultural exchanges are becoming more frequent.Cross cultural advertising communication has become an important way of international communication.In recent years,Thailand advertising,especially public video advertising,has spread widely in social media platforms all over the world,and has won world-class advertising awards.It has become the winner of the Cleo International Advertising Award,the New York advertising award,the London advertising award,the Mobius advertising award,the Cannes advertising award and the U.S.gold pencil award.In contrast,China as the world's second largest economy,far exceeds Thailand in terms of advertising investment,but the international influence of public service advertising is relatively weak.Based on this,this paper mainly uses the persuasion theory and other scholars as the main framework to study how the public video advertising in China and Thailand tries to persuade the audience.Specifically,this paper,from the four levels of communication subjects,communication content,communication skills and the communication of the audience,uses text analysis,case study and so on to analyze the 60 public welfare video ads with higher network click rate from 2012 to 2017.The research found that Chinese public service advertisements are mostly used by celebrities in the main body of communication;the theme of the communication content is more macroscopic and abstract;the way of communication is mostly using implicit language rhetoric,emphasizing rational persuasion,and spreading the audience as the public.In Thailand,the public service advertisements are mostly spoken by civilians on the subject of communication.The theme of the communication is more microscopic and delicate.It uses humorous and lively language in the way of communication,and pays more attention to emotional appeal,and disseminating the audience's position as individual needs. |
PDF Full Text Request