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Public Service Advertising in China: Social Marketing in the Making By Kara Chan Hong Kong Baptist University & Hong PowerPoint Presentation
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Public Service Advertising in China: Social Marketing in the Making By Kara Chan Hong Kong Baptist University & Hong Cheng Bradley University AAA Asia-Pacific Conference June 1, 2001. Public Service Advertising (PSA) Communicating a message on behalf of some good cause

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Presentation Transcript
slide1
Public Service Advertising in China:
  • Social Marketing in the Making
  • By
  • Kara Chan
  • Hong Kong Baptist University
  • &
  • Hong Cheng
  • Bradley University
  • AAA Asia-Pacific Conference
  • June 1, 2001
slide2
Public Service Advertising (PSA)
  • Communicating a message on behalf of some good cause
  • Created for free by advertising professionals, with space and time donated by the media
  • A major social marketing format
  • Social Marketing
  • Adopting marketing mindset, processes and strategies to non-commercial settings
  • Also a logical extension of persuasion theory and diffusion theory
slide3
PSA in China
  • 1979: Commercial advertising came back to life
  • 1987: First PSAs occurred
  • 1996: PSA became truly popular
  • 1996-’99: 70,000 PSAs were published or aired
slide4
Themes of National PSA Campaigns in China(1996-2000)
  • Year Theme
  • 1996 Promoting the revival of traditional Chinese values
  • 1997 Eulogizing the Chinese nation's unremitting efforts to make itself stronger and celebrating the return of Hong Kong to its motherland
  • 1998 Encouraging laid-off workers from state-owned enterprises to start afresh and glorifying the heroic spirits demonstrated in anti-flood campaigns
  • 1999 Celebrating the 50th anniversary of the founding of PRC and the return of Macao to its motherland
  • 2000 Promoting an optimistic outlook on life and advocating environmental protection and natural resources conservation
slide5
Chinese PSA’s Characteristics
  • Alternative means for promoting dominant ideology
  • Seasonality
  • Limited geographic reach
slide6
PSA’s Functions in China
  • Offering correct courses for actions to current social problems
  • Advocating actions that serve the welfare of the majority or the long-term benefits of the society
  • Raising the moral standard by establishing an optimistic outlook on life
  • Educating the public on health and hygiene issues
  • Eulogizing the Party's achievements, facilitating political stability, and promoting social development
  • Increasing advertisers, advertising agencies, and media practitioners' sense of social responsibility and their willingness to contribute to public services, and improving the advertising industry's public image
  • In short, helping with the “socialist spiritual civilization”
slide7
A Semiotic Analysis of Chinese PSAs
  • Williamson's “Oppositional Decoding” Formula
  • Sign
  • SignifierSignified Individualism
  • SignifierSignified
    • ImageMarlboro Man
challenges for psa in china
Challenges for PSA in China
  • Danger of turning PSA back into propaganda
  • Source-dominant
  • Hampered by outdated advertising law
  • Lack of funding