Today, with the deepening cooperation between China and South Korea on public service advertising, it is very necessary to conduct a comparative study on public service advertising between China and South Korea. Due to the cultural differences between China and South Korea, there are certain differences in the theme, appeal methods and audience acceptance psychology of public service advertisements. This paper makes a comparative analysis of the two countries’ TV public service advertisements, aiming to explore the different presentation of theme design, creativity, appeal performance and advertising effect in the two countries’ TV public service advertisements and analyze the influencing factors of the difference formation, as well as to analyze and discuss the development strategies of Chinese and Korean public service advertisements.

Ⅰ. Introduction
Ⅱ. Comparative Analysis of Chinese and Korean TV Public Service Advertisements
    1. Comparison of Chinese and Korean Public Service Advertising Themes
    2. Comparison of Public Service Advertisement Appeals between China and South Korea
    3. Comparison of the Creative Performance of Chinese and Korean Public Service
    4. Comparison of the Effect of Public Service Advertisements between China andSouth Korea
Ⅲ. Suggestions
Ⅳ. Conclusion
References
ABSTRACT

• Liu Songjiang(Doctoral Student, Department of Business Adminstration, Woosuk University)