What Is Public Service Advertising?

Public service advertising is an advertising campaign that provides free services to the society, not for profit. Since the founding of the People's Republic of China, public welfare advertising activities have been increasing, which have played an important role in moral and ideological education for the whole society, such as fire prevention and theft prevention, forest protection, birth control, maintenance of public order, and no spitting. , Are the nature of public service advertising. In 1979, media agencies across the United States actively donated $ 600 million worth of pages and time to the American Advertising Association for public interest advertising. "Love me China, build my Great Wall" is a creative advertising slogan. On July 8, 1984, the Xiu Wo Great Wall sponsored promotional activities jointly organized by Beijing Evening News, Badaling Special Economic Zone Office, Beijing Daily, Economic Daily, and Workers Daily also had the nature of public service advertising. The advertising circles of countries all over the world carry out public service advertising activities to varying degrees. The advertising business serves the economy, but it also serves the society, consumers, and the promotion of the construction of two civilizations. The development of public service advertising activities is the embodiment of the above four service perspectives. ^[1]

PSAs

Public service advertising is an advertising campaign that provides free services to the society, not for profit. After the founding of the People's Republic of China, public welfare advertising activities have increased, which has played an important role in moral and ideological education of the entire society, such as fire prevention and theft prevention by the relevant departments, protection of forests, birth control, public order, and spitting. , Are the nature of public service advertising. In 1979, media agencies across the United States actively donated $ 600 million worth of pages and time to the American Advertising Association for public interest advertising. "Love me China, build my Great Wall" is a creative advertising slogan. On July 8, 1984, the Xiu Wo Great Wall sponsored promotional activities jointly organized by Beijing Evening News, Badaling Special Economic Zone Office, Beijing Daily, Economic Daily, and Workers Daily also had the nature of public service advertising. The advertising circles of countries all over the world carry out public service advertising activities to varying degrees. The advertising business serves the economy, but it also serves the society, consumers, and the promotion of the construction of two civilizations. The development of public service advertising activities is the embodiment of the above four service perspectives. ^[1]

Public service advertising is usually done by relevant government departments, and advertising companies and some enterprises have also participated in the funding of public service advertising or handled them entirely. While doing public service advertising, they have also improved the image of the enterprise and demonstrated the corporate philosophy to the society. These are determined by the social nature of public service advertising, so that public service advertising can become one of the communication channels between enterprises and the public.

PSAs belong to

1. Public service advertising : Advertising that serves the vital interests of the public. Advertisements such as fire prevention, anti-theft, sanitary transportation, and environmental protection are all advertisements for the benefit of the public. ^[4]

According to the identity of the publisher, PSAs can be divided into three types.

The first is the direct production and release of public service advertisements by the media, such as television stations and newspapers. For example, CCTV often publishes such advertisements. This is the political and social responsibility of the media.

The second is public service advertisements issued by specialized social organizations. For example, UNESCO, UNICEF, the World Health Organization, and the International Wildlife Conservation Organization have respectively issued "protect cultural heritage", "children have the right to education", "don't discriminate against AIDS", "protect rare animals" Such as PSAs, most of these PSAs are related to the functions of the publisher.

The third type is public service advertisements produced and produced by enterprises. For example, Boeing has released "bring people together" Ericsson has released public interest ads such as "care from communication". Enterprises have not only done good deeds, but also established their own social public welfare image.

From the perspective of advertising carriers, it can be divided into media public service advertisements, such as advertisements broadcast on television, newspapers, and outdoor advertisements, such as public service advertisements on stations, buses, and street signs. According to the theme of public service advertising, it can be divided into political policy topics, such as 20 years of reform and opening up, the 50th anniversary of the founding of the People s Republic, science and technology, the promotion of democracy and the rule of law, poverty alleviation, etc .; festivals, such as May Day, and Teachers Day "," Chongyang Festival "," Tree Planting Festival ", etc .; social civilization categories, such as protecting the environment, water conservation, energy conservation and emission reduction, caring for the disabled, etc .; health categories, such as anti-smoking, national fitness, love eyes, etc .; social focus categories , Such as post, anti-counterfeiting, anti-vice, anti-drug, hope project, etc.

CCTV's 2011 Excellent Advertising Agency Awards Ceremony was held in Beijing on the 23rd. For the first time, CCTV set up two special awards for public service advertising and issued a public service advertising proposal to the whole society. Public service advertising opens up new spaces.

According to Hu Zhanfan, director of China Central Television, setting up public service advertising awards on the one hand is to encourage institutions and individuals who have made outstanding contributions in public service advertising, and to encourage a wider range of forces to participate in public service advertising. The strong cooperation mechanism will form more excellent works for the public interest advertising in the future, and fully realize the effect of public welfare communication. This is another practice of CCTV in the development path of both public welfare advertising and commercial advertising.

In order to promote public service advertising, on December 22, 2011, CCTV held a public service advertising project launching ceremony with the theme of gathering power and spreading civilization, announcing 2012 as CCTV's public service advertising year, and launched 7 specific measures Promote the continuous development of public welfare projects. At this awards ceremony, CCTV set up for the first time two special public service advertising awards-CCTV's 2011 Excellent Public Service Advertising Production Company and Excellent Public Service Advertising Creative Award. Among them, Hezhong International Advertising Co., Ltd. and Beijing Kwai You Advertising Co., Ltd. won the outstanding public service advertising company award, and Zhang Deyuan won the excellent public service advertising creative award.

"We know that advertising is also oriented. Public service advertising is more oriented and social. It is a banner of social civilization and a benchmark of national ideal." Huang Shengmin, dean of the School of Advertising at Communication University of China, analyzed it from Guiyang Television in 1986. Since the "Water Conservation" was broadcast, China's public service advertising has gone through 25 years and has made significant progress. But on the whole, China's public service advertising volume is still low, and the operating mechanism of public service advertising still needs to be improved. At present, we should advocate more media and advertising industry people to pay attention to and develop public service advertisements. Through public service advertisements, we show the public interest ideals of our country, show the temperament and spiritual pursuit of our country, guide social trends, and promote socialist core values.

PSAs originated earlier in foreign countries. In developed countries in Europe and the United States, PSAs have become quite popular, especially TV PSAs. TV PSAs first appeared in major national television networks such as the United States and France, such as American ABC and French CANAL +. After that, some multinational companies and institutions in Europe and the United States also joined in the production and release of public service advertisements. Most of the public service advertisements broadcast by European and American television stations are issued by some international or national organizations and institutions, such as the International Red Cross, World Health Organization, National Health Association, and UNICEF. And some big companies spare no effort in making public service advertisements while publishing commercial advertisements.

Such as IBM's "one family around the world", GE's "illuminate life" and so on. These big companies are keenly aware that although public service advertisements do not directly promote their own products, they can highlight the corporate social responsibility awareness and love, establish a good and noble social image of the company, and strengthen the company's trademark impression through frequent broadcasts. In fact, it also played a role in publicizing itself. These companies perfectly combine commercial advertising and public service advertising. They have a two-pronged approach and firmly occupy the leading position in the world's advertising.

In China, the cause of public service advertising has also made great progress. Public service advertisements for buses, roads, displays, and public places in major cities are very common. Public service advertisements in the media have also increased rapidly. Especially TV is the most

Only by deeply understanding the characteristics of PSAs can we create good PSAs. Public service advertising, as a branch of advertising, has its own personality in addition to some common features of advertising. The author comprehensively analyzes that public service advertising has the following characteristics.

The creation of public service advertisements must not only follow the principles of general advertisement creation, but also reflect the personality principles of public service advertisements. The personality principles of PSA creation include the following aspects.

How to make the public feel interesting, curious, relaxed, and durable, so that the public can subtly accept it from the bottom of their hearts is the primary issue for producers. For example, "saving electricity, turning off lights when we go out," let's take a look at how Russian advertisers do it. A series of animated pictures, a couple quarrelled upside down, the husband could not bear it, packed his clothes and ran away from home. The wife woke up like a dream, and cried while holding a few children. Soon the door opened suddenly, and her husband appeared at the door. Husband is back! The wife and child were about to break their tears, but when the husband reached out, he turned off the switch on the wall and slammed the door. The room was suddenly dark. Subtitles appear: save electricity, people go off. This is creativity, an unexpected outcome.

Compared with commercial advertisements, public service advertisements are relatively free in creativity, because commercial advertisements must be restricted by advertisers. But PSAs only need to comply with the ethics and laws of the country, they are less constrained, and creators have more room to play.

A good TV PSA idea should have the following characteristics:

Deeply reveal the essence and thoroughly analyze the affairs

CCTV once broadcasted a public service advertisement warning that smoking is hazardous to life. In the TV picture, the two characters "Smoking" are displayed in a conspicuous position. The background is a combination picture of smoking that is dangerous to health. A series of amazing numbers:

The number of deaths caused by smoking each year in the world reaches 3 million, accounting for 5% of the total deaths in the whole year; 1 person in the world is killed by smoking every 10 seconds;

The average smoking rate of men over 15 years in China is 61%; ...

The deep voiceover further reveals the essence:

Smoking is the greatest threat to human survival after war, hunger and plague.

A set of alarming numbers, a deafening warning, essentially revealed the dangers of smoking, making people frightened after seeing it, and being self-explanatory, thus receiving a good publicity warning effect.

A good advertising idea is the crystallization of wisdom, which will multiply the warning effect of public service advertising.

Highly artistic and subtle metaphor

TV public service ads must be compact and short and must not be torn between. However, the effect of its propaganda is short and precise, and it has a strong affection. This requires that what is told to people is highly concentrated in a flash.

A 1997 award-winning public service advertisement in Shandong Province is an unforgettable masterpiece. At the beginning of the advertisement, an apple flower filled the screen. After the flowers faded, the green leaf branches produced an apple. The longer it grew, the bigger it became a huge and delicious apple. The fruit disappeared, and two small apples were produced, and the fruit disappeared again, and four small apples were produced ... After several years of fainting, the fruity branches were all thin and thin. At this time, the overwhelmed apple branch was snapped off with a clickthe picture freezes. A profound voiceover came from a distance: human beings must also control themselves.

The concentration of art and the exquisite metaphor can shorten the time and space tenfold, and increase the appeal and persuasiveness a hundredfold.

Modest exaggeration and incisive alertness

Good advertising creativity is inseparable from subtle metaphors, and even moderate and accurate exaggeration. The public service advertisements that value water resources broadcast by China Central Television, after telling the people "China is a water-scarce country", went on to warn people exaggeratedly: if water resources are unscrupulously destroyed, the last drop of water , Will be their own tears! In the picture, a drop of crystal tears dripped from a beautiful big eye. It's shocking and astounding. It's a real motto, and the finishing touch.

I often watch TV public service advertisements, and I always feel that their creative styles are different, and each has its own good points: there are those who speak bluntly and inspire the mind; those who have amazing utterances and those who are prone to the disadvantages; those who have wording warnings and thought provoking; It's frustrating ... In short, a creative TV public service advertisement will always fully reflect its creative effects through television, audio, video, subtitles, audio, etc., in order to produce the best social benefits, and achieve the purpose of warning and education. Seeing good public service advertisements is an art enjoyment.

The cause of public service advertising is not just government behavior, it needs the participation and support of the whole society. If more entrepreneurs can recognize this and actively participate in it, China's future public service advertising will certainly have a wider world and a brighter future. ^[11]

Create a civilized city

Speak civilization, be a civilized person.

Create a new society together, accompanied by the words of civilization.

Hold up a sky hand in hand, speak the words of civilization with heart.

Including the three major media of television, radio, and magazines, among which television public service advertisements have the most coverage, the widest coverage, and the best results. When more and more public service advertisements choose investment platforms, in order to attract young people's attention and achieve environmental protection measures, they are more inclined to choose new media. Such as Internet, mobile phones, buildings and outdoor light box advertising. And because online advertising is too widespread, mobile phone ads are likely to cause resentment from the audience, and outdoor light box ads have become the best platform for public service ads.

The picture shows a set of light box public service advertisements to save the Sumatran tiger that is about to die.

"Protect Sumatran Tiger" Light Box Public Service Advertisement

In the poster, the Sumatran tiger was killed and killed, "Are your tissues killing the critically endangered Sumatran tiger?" Is thought-provoking.

event:

In order to gain benefits, the Indonesian APP Paper Group has slashed tropical rainforests, causing severe damage to the environment, leading to a sharp decline in the number of Sumatran tigers, with less than 400 left in the world. Major environmental protection organizations and countless environmental enthusiasts have launched a campaign to "resist clean wind paper towels and protect Sumatran tigers."