广告presentation(更改后)(必威体育精装版整理版).pptVIP

Group2CharityOthernotforProfitusers-AnalysisofaBritishnon-profitadvertGroupmembers:JiangJiamin,CaoBuyue,XuHongfei,LiChuang,ShiTianjie

IntroductionNameoftheadvert“StoptheLanguageViolence”UserChildline,acharityintheUnitedKingdomThemePreventchildrenfromemotionalabuseAimToraisethechildrensawarenessofemotionalabuseToencouragethemtoturntotheChildlineforhelp2

Contents2134ThemeOrientationEffectsExecution3

1.Theme4Imagesofhurtchildrencangarnerpublicsympathywhereimagesofhomelessmenorsickwomenwillnot.(Rutherford2000,p.132)CaringforChildrenisacommonthemeofnon-profitadvertisements

1.Theme51.1EconomicSocialComparison1.2CulturalComparison

1.1EconomicSocialComparison6JapanUKChin47335,3313,74943,11836,2334,44846,13538,9615,44246,72038,5146,188GDPPerCapita(CurrentUS$)(TheWorldBank2013)LiteracyRateUK,Japan→99%China→97%(Wikipedia2013)

1.1EconomicSocialComparisonUKJapan→Moredevelopedineconomyandeducation

7AccordingtoMaslow’shierarchyofneedstheory,aseachlevelofneedsissubstantiallysatisfied,thenextneedbecomesdominant.(RobbinsDecenzo2006,p.281)Basicneeds→InnerproblemsDeeperunderstandingofchildren’sissues,especiallyinmentalaspectsE.g.UK:thechosenadvertfocusesonemotionalabuse

1.1EconomicSocialComparisonChina→LessdevelopedineconomyandeducationMorefocusonbasicproblems:poverty,lackofeducation,etc.E.g.Name:“ProjectHope”Producer:ChinaYouthDevelopment

Foundation(CYDF)Theme:Helppoorchildrenreceive

education8(CYDF2013)

1.1EconomicSocialComparisonE.g.Japan:Name:“Whale”Producer:Dentsu,Inc.Theme:Respectchildren’simagination9(Whale2006)

1.2CulturalComparison1089ChinaJapanUKHongKong:25Taiwan:1746IndividualismCollectivism(Hofstede2001,p.215)IndividualismIndexValues

1.2CulturalCo