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本研究通过定量与定性研究结合的方法,对2016年在中国和韩国同时播放过的中韩合作公益广告对两国的受众影响力进行了比较分析。研究结果发现,中国与韩国受众对“孝道”观念和想法不一致,中韩合作公益广告受众度也不一样。同时,两国受众的电视媒体影响力也不同。希望通过本研究,中韩合作公益广告可以达到更好的效果。
Through quantitative and qualitative research methods, this study conducts a comparative analysis of the audience influence between China and South Korea’s cooperative public service announcements broadcast in China and South Korea in 2016. The study found that the audiences in China and South Korea did not agree with the concept of “filial piety”, and that the audiences of China-ROK cooperative public service advertisements were different. At the same time, television audiences in both countries have different influence. Hope that through this study, China and South Korea’s cooperation in public service advertising can achieve better results.