ContentsChinese Abstract.........................................2English Abstract.........................................31. Introduction............................................41.1 Background of the Study..............................................41.2 Structure of the Thesis.................................................42. Literature Review....................................52.1 Studies Abroad.............................................................52.2 Studies at Home...........................................................53. Hofstede’s Cultural Value........................63.1 Power Distance Index...................................................63.2 Individualism V.S. Collectivism.....................................63.3 Uncertainty Avoidance Index........................................63.4 Masculinity vs. Femininity............................................73.5 Long-term Orientation..................................................73.6 Indulgence vs Restraint................................................73.7 Conclusion....................................................................74. Difference of China-UK Public-service Advertisements............................................84.1 Difference in Health Public-service Advertisements.....814.2 Difference in Social Behavior Public-service Advertisements..................................................................94.3 Difference in Social Hotspots Public-service Advertisements................................................................105. Causes of Difference of China-UK Public-service Advertisements................................115.1 Individualism and Collectivism...................................115.2 Uncertainty Avoidance...............................................126. Conclusion............................................13References...............................................142从霍...
