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to stimulate their actions to protect environment. So it hasreceived great attention from the public and there is an increasing demand for more researchon the content of pro-environmental PSAs. In this thesis, the author employs a cross-culturalapproach to compare the cultural differences between Chinese pro-environmental PSAs andAmerican ones based on the theories of Hofstede's value dimensions and Hall’s culturecontext model. It also provides some constructive references for designing ChinesePro-environmental PSAs.Hofstede’s value dimensions and Hall’s culture context model are the most prominentdimensions in explaining cross-cultural differences, so they are wonderfully useful frameworkfor analyzing the cultural differences embedded in Chinese pro-environmental PSAs andAmerican ones.By analyzing examples of Chinese pro-environmental PSA and American ones collectedfrom magazines and the internet, we arrive at the following conclusions:(1) Compared with America, China is a country with culture of high collectivism, highuncertainty-avoidance, high power-distance, and high-context. However, America is a countrywith culture of high individualism, low uncertainty-avoidance, low power-distance, andlow-context. All these culture differences are embodied in Chinese and Americanpro-environment PSAs.(2) Masculinity—Femininity is one dimension of Hofstede’s value dimensions. Asshown in Table 1 of section 3.1, China scores 66 in MAS index in contrast with world average50, whereas America ranks 62, just a little bit lower compared with that of China. Masculinityis a cultural dimension which is highly regarded in China, and men are regard as moreassertive. In contrast, Men in America are not expected to be assertive and gender roles aremore equal than China. However, these differences on masculinity dimension are notmanifested in Chinese and American pro-environmental PSAs. Therefore, masculinitydimension isn’t discussed in this thesis.(3) At present, with the rapid development of advertising industry, lots of excellentChinese Pro-environmental PSAs are produced. However, there still exist some problems. Forexample, some are formula written ones which use clichés, vague expressions, and so on,while others are just like propagating tool to educate people with cold, stiff, and abstractwords.(4)On the basis of the findings in chapter 3, we get the idea that cultural congruencebrings about more favorable outcomes. Thus some suggestions for the improvement ofChinese pro-environmental PSA design are put forward by the author, such as adaptation toChinese Collectivism, adaptation to Chinese authority, adaptation to Chinese thought pattern,combining elements of Chinese traditional culture and incorporating innovative elements intoChinese pro-environmental PSAs.Undeniably, the thesis is flawed in many aspects. Firstly, the author is lack of specializedknowledge in advertising and necessary experience of PSA design, which may result in thelacking in-depth analyses in this study. Secondly, due to limited time and resources, there arenot extensive enough data to be analyzed in this thesis. Future research should use more dataso that the research result will be more generalizable. Thirdly, the present thesis is aqualitative research rather than a quantitative research. Hence, the findings presented here areinevitably subjective.

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