| Summary: | 碩士 === 世新大學 === 行政管理學研究所(含博、碩專班) === 99 === The purpose of this study is to analyze Cross-cultural comparison of Public Service Advertisements in newspaper between Taiwan and Japan. Quantitative content analysis is applied in this study. This study also aims to explore the comparison of Public Service Advertisements theme, comparison of year and the source of Public Service Advertisements, and appearance of content. Hofstede's cultural dimensions are applied in this study as supporting theories, to analyze appearance levels of culture value.
To observing the newspaper of Chinese Times, Free Times United and Daily News in Taiwan, and Yomiuri Shimbun, Asahi Shimbun and Mainichi Shimbun in Japan, during 2002-2003 and 2007-2010 June. The quantitative research 61 Taiwan advertisements and 204 Japan advertisements were chosen for constructed weeks sampling.
The results of statistic analysis, there is comparison of Public Service Advertisements theme, comparison of year and the source of Public Service Advertisements, and appearance of content. Hofstede Culture Theory of results of statistic analysis, the level of“Uncertainty Avoidance”and“Individualism”and“Long-term Orientation”appears comparison in evidence between Taiwan and Japan. The level of “Power Distance”and“Masculinity” didn’t appears comparison between Taiwan and Japan.
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