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During the rapid globalization process, multi-national corporations need to obtain a better understanding of a country s culture before developing their advertising strategies in order to solicit more responses from audience. Among diverse formats of advertising, video advertising storytelling is becoming increasingly prevalent and influential owing to its sophisticated design of plots and great appeal. Therefore, this thesis aims to analyze the different techniques and contents of video advertising storytelling under various cultural backgrounds and to provide insights for global companies to launch effective video advertising storytelling in different societies. N0ebfv;N eW[O(u\VSbNSW[SO 1.5 PLݍ L)ۏ2*N-NeW[&{ This thesis attempts to analyze and compare video advertising storytelling in different cultural contexts. Specific methods are to examine the characters, appeal and important elements in the selected video advertising examples in different countries. Hofstede s Five Dimensions of National Culture, Schwartz s Seven Value Types, Kluckhohn s and Frederic s activity orientation as well as Hall s context culture are utilized to analyze cultural traits in different societies. The conclusion is that in order to elicit resonance among audience, the storytelling in video advertisements should be closely linked with a country s unique cultural background. N0ec~N~hkN~h)ۏ 1. Introduction Background: the globalization and the increasing importance of understanding cross-cultural communication in advertisements; the research method; introduction to three parts of video advertising storytelling: characters0appeal and important elements; analysis of the three parts in various video advertisements in different cultural contexts 2. Characters in video advertising storytelling 2.1 Female roles in different cultural contexts 2.2 Different physical space among characters 3. Appeal of video advertising storytelling 3.1 Uniqueness VS conformity 3.2 Intuitive expression VS logical reasoning 3.3Sex appeal 4. Important elements in video advertising storytelling 4.1 Different use of humor 4.2 Use of suspense: resolved ending VS unresolved ending 4.3 Nostalgia and tradition VS vision and future 5. Conclusion The thesis concludes that the storytelling of video advertising is closely related to the unique cultural background of a country or region, which affects the characters, appeal and typical elements in the advertisements. Therefore, before launching advertisements in different counties, global companies need to take cultural differences into account and tailor the design of plots in order to maximize appeal in their video advertisements. V0e]\Oۏ^[c ^SeT6kQ[ep1First meeting with the supervisor18/10/20192Choice of topic25/10/20193Outline and thesis proposal22/11/20194First draft of thesis27/12/20195Second draft of thesis17/01/20206Third draft of thesis07/02/20207Finalized version of thesis06/03/2020 N0;NSe.sSvsQDe [1] Bartlett, F 1932, Remembering: a study in experimental and social psychology, Cambridge University Press, Cambridge. [2] Bolinger, D 1981, Aspects of language, Harcourt Brace Jovanovich Inc., New York. [3] Brown, C 2000, Discourse analysis, Cambridge University Press, London. [4] Eysenck, M & Keane, M 1995, Cognitive psychology, Lawrence Erlbaum Associateds Ltd., Hillsdale. [5] Fauconnier, G 1997, Mapping in thought and language, Cambridge University Press, Cambridge. [6] Giglioli, P 1972, Language and social context, Penguin Books, England. [7] Goodenough, M 1957, Cultural anthropology and linguistics, Georgetown University Press, Washington. [8] Kluckhohn, C 1951,  Values and value orientations in the theory of action: toward a general theory of action , T.parsons E.shills, vol.70, no.3, pp.388-432. [9] Kluckhohn, F & Strodtbeck, F 1961, Variations in value orientations, Row & Peterson, Evanston. [10] Kramsch, C 2000, Language and culture, Shanghai Foreign Education Press, Shanghai. [11] Leech, G 1981, The study of meaning, Longman Group Ltd., London. [12] Malinowski, B 1923, The problem of meaning in primitive language, the meaning of meaning, Harcourt Brace Jovanovich Inc., New York. [13] Neaman, J & Silver, C 1990, Kind words: a thesaurus of euphemisms, Facts on File Inc., New York. [14] Rawson, H 1981, A dictionary of euphemisms and other doubletalk, Crown Publishers Inc., New York. [15] Samovar, L 2000, Communication between cultures, Foreign Language Teaching and Research Press, Beijing. [16] Simpson, J & Weniner E 1989, The Oxford English dictionary, 7th edn, Oxford University Press, Oxford. [17] Tiersky, E 1990, The U.S.A.: customs and institutions: a survey of American cultures and traditions, World Publishing Corporation, Beijing. [18] Triandis, H 1990, Cross-cultural studies of individualism and collectivism, University of Nebraska Press, Lincoln. [19] Trudgill, P 1974, Sociolinguistics: an introduction to language and society, Penguin Books Ltd., Middlesex. [20] Ulmann, S 1962, Semantics: an introduction to the science of meaning, Basil Blackwell Press, Oxford. [21] ]yr\_. _EN[I{ы.wmlnm#c1ASt^imRv-NV.V]ezQHr>y 2010t^ [22] RwZ.sNؚ!hYe^v荇eSYe.)Y%m] z^f[bf[b 2010t^,{5g -NeSe.sNN~he(WrzvNu NSe.s:N\VS[SO 1.5 PLݍ ][P{|Se.sy QHre laNy t$S_ gY T\Oe \OY TKN(uS  _0 u$S_ gY Tыe ыY TKN(uS  _0 v$ QHr>y T QHre KN(u(uS  _ ddkKNY(uWp . _0-NeSe.s-NWp . W[SO:N[SOeSe.s-NWp . 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