Abstract:
The present thesis analyzes the development and transmission of the Chinese concept of civilization (wenming) in Chinese public service advertising (gongyi guanggao). This work intends to underline how the concept of civilization is conveyed and employed in modern China, and how its meaning and implications aim to improve its citizens behavior. The first chapter consists in a general overview on the public service advertising category where its boundaries, history and definitions are presented in a global perspective. In the second chapter the focus shifts to Chinese public service advertising, providing an insight into its evolution and employment, and its involvement with the political scene of the country through the years. Following these considerations, in the third chapter a discussion on the roots of the concept of civilization, its implications, and the use of the term “wenming” in the political discourse will be held. In the last chapter a brief survey of the approach that will be employed for the analysis of the case studies will be presented. The campaigns that are taken into consideration were launched by the cities of Ningbo, in Zhejiang province, and Deyang, in Sichuan province.
