Notice of RetractionCase comparisons of public service advertising between China and West

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

This paper takes two kinds of public service advertising (PSA), helping others and recruiting soldiers, to do case comparisons between China and West. For PSA of helping others, China appeals to the sense of shame, whereas West appeals to the sense of guilt. For PSA of recruiting soldiers, China appeals to the value of collectivism, whereas West appeals to the value of individualism. Both pairs of cases reflect cultural differences. This paper further explores the origin of these cultural senses and values. By this means, researchers try to analyze the cultural biases in the appeals of Chinese PSA. The results suggest Chinese PSA advertiser should know its target audiences and advertising objectives, and understand the psychology of target audiences through scientific methods, to improve the PSA effectiveness.