American public service announcements. Environmental protection public service advertisement

Public service advertisements are advertisements designed for the purpose of seeking public benefits and improving welfare benefits; they are enterprises or social groups that clarify their functions and responsibilities to society to consumers, indicating that they pursue more than just Advertising that aims to make profits from business operations, but to intervene and participate in how to solve social and environmental problems. It refers to advertising that does not aim at profit but serves the vital interests of the public and social fashion. It has three major characteristics: social benefit, reality of the theme and appeal of performance.

Public service advertisements can be divided into three types based on the identity of the publisher.

The first type is public service advertisements produced and released directly by the media, such as TV stations, newspapers, etc. For example, CCTV often publishes such advertisements. This is the political and social responsibility of the media.

The second type is public service announcements issued by specialized social agencies. For example, the United Nations Educational, Scientific and Cultural Organization, the United Nations Children's Fund UNICEF, the World Health Organization, and the International Wildlife Conservation Organization have respectively issued "protect cultural heritage", "children have the right to education", "do not discriminate against AIDS patients", and "protect rare animals" Such public service announcements are mostly related to the functions of the publisher.

The third type is public service advertisements released and produced by enterprises. For example, Boeing Company has released public service advertisements such as "Bringing People Together" and Ericsson has released "Care Comes from Communication". The company not only does good deeds, but also establishes its own social welfare image.

Public welfare

Public welfare is the most essential feature of public service advertising. It is not for enterprises to obtain economic profits, nor is it for political groups to obtain political support. It is advertising that serves the public in a pure sense and does not contain any commercial interests. Its only purpose is to benefit the public and contribute to the development of society. As Pan Zehong pointed out in "Public Service Advertising Guide": Public service advertisements are aimed at the general public in society, aiming at the current ills and bad trends, and use short and light advertising forms and special expression techniques to arouse the public's interest in appreciation and carry out well-intentioned persuasion and Guide, correct mistakes, establish new trends, influence public opinion, guide social psychology, regulate people's social behavior, with the purpose of maintaining social morality and normal order, promoting healthy, harmonious and orderly operation of society, and realizing the harmonious and sustainable development of man and nature. Advertising

Non-profit

Non-profit is an important feature of public service advertising. This is the important reason why it is different from commercial advertising. No matter which group, organization or department publishes a public service announcement, its purpose is non-profit. Professor Lu Shengzhang from the Department of Advertising of Beijing Broadcasting Institute once said that the purpose of commercial advertising is to obtain economic benefits. In order to make money, those who spend money on advertising must obtain direct economic benefits; public service advertising spends money on advertising for the purpose of making money. The purpose of disseminating information to the public is only to attract public attention to certain social hot spots and public welfare events, and to serve the society. It is a manifestation of dedication to society and is not for profit. It can be seen that public service advertisements are not corporate image advertisements for a certain enterprise or organization, nor are they made to promote and introduce certain goods or services. Therefore, their purpose is not to make money, that is, non-profit is an important feature of it. For example, CCTV has been broadcasting public service announcements continuously. It not only consumes a lot of TV time, but also spends huge manpower and financial resources to produce public service announcements. These expenses cannot be treated as commercial advertisements. This kind of free economic contribution is a reflection of serving the society regardless of its own economic returns.

Sociality

Public service advertisements do not focus on the problems of one person or a small group of people, but on social issues that people are generally concerned about, so they have social characteristics. This feature is reflected in the themes promoted by public service advertisements, such as environmental protection, respecting teachers and education, and eugenics and eugenics. All of them have universal social significance, and their social nature is inseparable from their public welfare nature. .

It is by relying on major social themes as publicity content that public service advertisements can arouse strong public outcry and be widely valued by the public. Therefore, they can advocate a new trend or promote a new trend for the benefit of the public. Concepts may inspire the public's patriotic enthusiasm or exhort and warn the public.