摘  要：广告作为人们生活中的一部分，已经被越来越多的人所接受。公益广告是广告的一种，是为服务社会的一种重要广告形式，其中故事型公益广告也正逐渐作为正能量输出的一个重要表现形式。近些来，世界各地不同文化背景的人们之间的交流日益密切，在当今世界如此密切的跨文化交流的过程中，泰国作为公益广告的后起之秀，其公益广告发展日渐繁荣。泰国的公益广告最大的优势就是能让受众主动的接受广告，自发的参与到公益广告之中。因此，在公益广告中将“责任感”元素的体现尤为重要。广告作为吸引广告受众的一种方式，所以需要与人的紧密相连，公益广告也是广告的一种，因此也符合这一要点。  

公益广告是为公益行动、公益事业提供服务，最重要的目的是能够进一步推广社会道德观念、行为规范和思想意识，它是一种文化传播活动。公益广告的发展是否及健全，是社会文明进步的标志之一，也是国家经济发达、社会精神风貌健康积极的体现。本论文从表达方式层面从对泰国故事型公益广告的广告主题、创意文案设计、人物形象塑造以及广告整体效果的角度对泰国故事型公益广告进行分析，对中国同类公益广告提出对策和借鉴意义。

以文化价值为核心的公益广告，需要感情的积淀和人文的情怀，想要的到广大受众的一致共鸣，就必须要通过适当的诉求表达方式。一部优秀的故事型公益广告的成败与否，靠的不仅仅是运用适当的拍摄技巧，更重要的是要想引起受众的共鸣，就必须要合理运用情感诉求的表达和文案创意，正确的把握社会热点问题，把握受众关注的重心。优秀的公益广告能够带动全社会的进步和发展，能够带动社会的良好的核心价值观的形成。目前，各个国家对于公益广告的关注度远超于商业广告，公益广告的研究已然成为全世界共同探索的问题。

关键字：跨文化；公益；故事广告；文化融合    

Abstract：Advertising as a part of people's life, has been accepted by more and more people. Public service advertising is a kind of advertising, is an important form of advertising and society, the story public service advertising is also gradually as an important form of positive energy output. In recent years, people around the world. Different cultural backgrounds communicate more closely, in such a close intercultural communication process in the world today, Thailand as a public service advertisement advertisement development is the bright younger generation, its prosperity. Thailand is the biggest advantage of public service advertising can let the audience accept advertising, spontaneous participate in public welfare advertisements. Therefore, in Commonweal advertisement "responsibility" element is particularly important. Advertising as a way to attract the audience, so closely connected with people, a kind of public advertising is advertising, so it complies with this point.

   Public service advertising is for public action, public welfare services and promoting social morality, behavior norm and ideology for the purpose of advertising communication activities. It is a mark of social civilization and progress, is the national economy developed, the spirit of social healthy body. Such as commercial advertising, advertising is also a carrier of public cultural value this paper from the view of communication. The expression level of Thailand from the story of public service advertising advertising theme, creative design, carries on the analysis to the Thailand story type advertisement characters and advertising effect overall point of view, put forward countermeasures and reference to the similar China public service ads.

Public service ads to the cultural values as the core, to the feelings of the accumulation and human feelings, want to the majority of the audience must be consistent with the demands through appropriate expression. A story type advertisement of outstanding success or failure, not just by using proper shooting skills, more important is to arouse the audience's sympathy, it must be reasonable use