The concept of public service advertisement

Public service advertisement is an advertisement designed for the purpose of seeking public interests and improving welfare benefits. It is an advertisement for an enterprise or social organization to explain its functions and responsibilities to the society to consumers, indicating that it is not only seeking profits from business, but also asking and participating in how to solve social and environmental problems. It refers to advertisements that are not for profit and serve the vital interests of the public and social customs. It has three characteristics: social benefit, realistic theme and performance appeal. Public service advertisements are usually done by relevant government departments, and advertising companies and some enterprises also participate in the funding of public service advertisements, or they are completely responsible for them. While doing public service advertisements, they also improved the image of the enterprise and showed the concept of the enterprise to the society. All these are determined by the sociality of public service advertisements, which makes public service advertisements one of the communication channels between enterprises and the public.

As a non-commercial advertisement, public service advertisement is an important part of social welfare undertakings. Compared with other advertisements, it has quite special sociality. This determines a factor that enterprises are willing to do public service advertisements. The theme of public service advertisement is social, and its theme content has a deep social foundation, taking the ups and downs of ordinary people's daily life as the theme. And use unique creativity, profound connotation, artistic production and other advertising means to correctly induce the public in an unchanging way, with a clear stand and a healthy method. Public service advertisement has the widest appeal and is a way of information dissemination for the whole public. For example, direct viewing in public service advertisements advocating smoking cessation and drug addiction is only aimed at smokers and drug addicts, but the harm of cigarettes and drugs has hurt other people in the environment and their descendants, both direct and indirect viewers are social and belong to all mankind. Therefore, public service advertisements have the widest audience. From the content point of view, most of them are our social themes, which basically solves our social problems and is more likely to cause public outcry. Therefore, public service advertisements are easily rooted in people's hearts. By doing such advertisements, our enterprise will be more easily recognized by the public.