Public Service Advertising By: Lazo Poncho
What is Public Service Advertising • Also known as Public Service Announcement. • Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service. • The goal of a PSA is not to make a big sale, but rather to change the publics opinion and raise awareness for a problem.
History of PSA’s • Started in the US during WW2. • Official home front propaganda arm. • There where posters and radio stations that let people know about the war. • People liked the idea of informing the public about issues.
1969 is where PSA’s became really big. • There was an ad against cigarette advertising on the radio and television, • It became huge to the point where Tobacco companies started to lose money. • Then the 1980s came in with a very strong ad (brain on drugs). • http://www.youtube.com/watch?v=nl5gBJGnaXs
Present Day issues with PSA’s • They are rarely shown on TV and more focused to show PSA’s on the internet instead. • PSA’s are getting avoided more than ever do to technology having the ability to skip commercials and pop up ads. • One final issue is that ever since the 90’s PSA’s are more targeted to the younger crowd.
What's the importance of a Public Service Ad • To change the public’s opinion and raise awareness for a problem. • PSA’s are good for everyone at any age. • PSA’s go for the younger crowd because of the simplicity and kids will grow up remembering it in their heads. • The company Concerned Children’s Advisers are famous for there PSA’s because of the simplicity, catchy and memorable. • http://www.youtube.com/watch?v=pwadH9MCDHI
This PSA is more for adults from www.amfar.org that deals with these consequences of aids. • The image is a very simple but it’s very affective at saying the message without giving any visuals.
Are there legal implications? • Make sure that what is being said or written is the truth and cannot single out a company or brands for the PSA. • Cannot take work from another company (ex. doing the same ad but slightly different.) • When filming in an area, be sure to have legal rights to film there by letting know the owner, government or business. • Cannot lie about a product that is being incorporated in a PSA.
Does a PSA require process/procedures for adherence? • Step 1: Determine what your subject is about. • Step 2: Take notes on your opinion on that subject. • Step 3: Decide whether or not you will be controversial. • Step 4: Write an outline and script. • Step 5: Find a studio and camera to tape in. • Step 6: Find a group who will watch your video and possibly get it on TV or the internet. • http://www.youtube.com/watch?v=__C7sd_UDU0
Financial and/or Social costs of Infringement • Depending on the PSA subject could change the Financial and/or Social costs of Infringement. • If I were to give the example of a PSA about smoking. Financial • Costs could be the amount of money being spent on cigarettes (10$ per pack) costs for hospital funs if it gets too far and money for location rights to film. • The money that is being put into the commercial is depended on what is being filmed, setting and affects. Social • Costs could be the effects on family, friends and everyone around the person. • Costs can go towards campaigns against smoking and teaching kids about the dangers of smoking.
The impact of technology • With technology advancing and getting better year by year so will the PSA’s. • The commercials will be more elaborate due to technology allowing more possibility's for PSA’s • PSA’s on the internet, TV, radio, posters, possibly in movie theatres before the movie startsand Netflix could have PSA’s shown on TV and game consoles.
The Future for PSA’s • PSA’s will be shone on all platforms of technology and will encourage people to create there own PSA’s for the first time even without being in a huge organization. • http://www.youtube.com/watch?v=H0nDFGRqgbI is an example of people doing a PSA without even being in a huge organization.
TV ads • http://www.youtube.com/watch?v=pwadH9MCDHI (Body Electricity) • http://www.youtube.com/watch?v=__C7sd_UDU0(Stop Bullying) • http://www.youtube.com/watch?v=nl5gBJGnaXs (Brain on Drugs) • http://www.youtube.com/watch?v=H0nDFGRqgbI (The Little Things - Going Green)
Bibliography • Hutchison, Craig. "Check It Out." Public Service Announcements. Long Live Kids, 1990. Web. 12 Nov. 2012. <http://www.cca-kids.ca/psas/index.html>. • Suggett, Paul. "Public Service Advertising - A Complete Definition of Public Service Advertising." About.com Advertising. About.com, n.d. Web. 12 Nov. 2012. <http://advertising.about.com/od/advertisingglossary/g/Public-Service-Advertising-A-Complete-Definition-Of-Public-Service-Advertising.htm>. • Sondra C, Sara. "How to Create a Good Public Service Announcement Film." WikiHow. WikiHow, 16 Oct. 2012. Web. 12 Nov. 2012. <http://www.wikihow.com/Create-a-Good-Public-Service-Announcement-Film>. • "Public Service Ad Campaigns." AmfAR ::. Foundation for AIDS Reaserch, 1985. Web. 12 Nov. 2012. <http://www.amfar.org/in_the_community/public_service_ad_campaigns/>. • "PUBLIC SERVICE ANNOUNCEMENTS." PUBLIC SERVICE ANNOUNCEMENTS. MBC, n.d. Web. 12 Nov. 2012. <http://www.museum.tv/eotvsection.php?entrycode=publicservic>.