2. Literature Review源Y自Z751W.论~文'网·www.751com.cn

According to the "primary investigation of public service ads" written by Xu Junji, Ding Junjie and Heng Xiaoyang, public service ads are defined as: it is created for the social interests rather than for the purpose of making profits, so it is also called advertisement serving for society and all the members of our society participate in it. In China, public service ads have a late start. However, it quickly held its place in the history of mass media. They hold the opinion that public service ads should follow eight principles: thoughtful principle, artistic principle, human touch principle, pertinence principle, social principle, advocacy principle, encouraging principle, advised and criticism principle.

     The article written by Hua Zhang “From the perspective service advertisement to see the difference between Chinese and Western culture” gives a detailed introduction to this topic. He holds the view that the root causes of the differences are the cultural differences between the West and China. Culture in China is a kind of a sole culture that it pays more attention to the whole and family. Besides, culture in the West focuses on the cultural persities so it pays more attention to the freedom and inpiduals. The development of public service ads needs to pay attention to promote the characteristics of ourselves and learn from other's strong points. Only in this way can the public service ads live better.

     Chui Pengfei gives his opinions about the differences of pubic service ads between the West and China in his writing. He holds the opinion that advertisement and culture is complementary. He analyzes the differences of orientation in the public service ads between the West and China. Inpidualism is favored by the western culture while in China collectivism is stressed. The art form in the West is literature, classical music, rock music, movies, sports, etc. 

3. Comparison and Contrast of the Techniques for the Public Smoking Cessation Ads between the West and China

3.1 Presentation of Eight Episodes in the West and China

     This chapter will respectively introduce four typical video clips of the public smoking cessation ads in China and four in the West.

Episode 1:

It happens in a hospital with a lot of people in it. They are busy with their own things. A nurse is making a phone call, a mother is appeasing her crying child and other patients are sitting on the chair for the medical treatment. There is a lovely girl sitting there with a lovely bear in her hand. Her father asks his daughter to sit on the chair on her own. He quickly walks to the corner of the door in the corridor then he takes out a cigarette from his pocket and begins to smoke. Soon the black poisonous gas flies to every people in this hospital. The babies begin to cry more severely, the patients begin to feel dizzy and his daughter begins to cough and has difficulty in breathing. (Please refer to the appendix