What are the public service advertisements in Hong Kong? Please. ! ! This is my homework!

Problem description:

A little more, okay?

Analysis:

What is a public service advertisement? Let's look at an example first. CNN broadcast an advertisement: two young children are playing intimately together, and the following words are Israeli and Palestinian respectively; Then there are several groups of children from Bosnia and Serbia, children from Iraq and Kuwait, and then the subtitles are printed: Stop the war, for the children. Signature: UNICEF. This is a typical public service advertisement. Advertisements like this do not create economic benefits by charging commercial publicity fees, but "sell" some ideas and concepts for free to convey some civilized moral concepts to the public, so as to improve their civilization and obtain good social benefits. This is public service advertising. Public service advertising is to create an atmosphere and momentum, that is, a certain social atmosphere. In a sense, the level of public service advertising in a city, a region and a country is an important symbol of the cultural and moral level and social atmosphere of the people in this city, this region and this country. There are two main functions of public service advertisements: one is to spread social civilization and promote moral fashion; Second, enterprises establish their own good social image and consolidate their brand image through it.

I. Categories of public service advertisements

From the identity of advertisement publishers, public service advertisements can be divided into three types. The first one is the public service advertisements directly produced and released by TV stations, newspapers and other media. For example, CCTV often publishes such advertisements. This is the political responsibility and social responsibility of the media. Second, public service advertisements issued by social specialized agencies. For example, UNESCO, UNICEF, the World Health Organization and the International Wildlife Conservation Organization have respectively issued public service advertisements such as "Protecting cultural heritage", "Children have the right to education", "Don't discriminate against AIDS patients" and "Protecting rare animals". Most of these public service advertisements are related to the functions of publishers. The third kind is the public service advertisement released and produced by the enterprise. For example, Boeing has published public service advertisements such as "bringing people together", and Ericsson has published "Care comes from communication". Enterprises have not only done good deeds, but also established their own social public welfare image.

From the perspective of advertising carrier, it can be divided into media public service advertisements, such as advertisements published on TV and newspapers and outdoor advertisements, such as public service advertisements on stations, buses and road signs.

From the theme of public service advertisement, it can be divided into political policy topics, such as 20 years of reform and opening up, welcoming the 50th anniversary of the founding of the People's Republic of China, rejuvenating the country through science and technology, democracy and legal system, and helping the poor. Festivals, such as May Day, Teacher's Day, Double Ninth Festival and Arbor Day. Social civilization, such as protecting the environment, saving water and caring for the disabled; Health categories, such as smoking ban, national fitness, like eyes, etc. ; Social focus categories, such as laid-off, counterfeiting, pornography and illegal publications, drug control, hope project, etc.

Second, the development and present situation of public service advertisements at home and abroad

The origin of public service advertisement is abroad. Nowadays, in developed countries in Europe and America, public service advertisements have become quite popular, especially TV public service advertisements. Television public service advertisements were first seen in the television networks of major countries such as the United States and France, such as ABC in the United States and CANAL+ in France. Later, some multinational enterprises and institutions in Europe and America also joined in the production and release of public service advertisements. At present, most of the public service advertisements broadcast by European and American TV stations are released by some international or national organizations and institutions, such as the International Red Cross, the World Health Organization, the National Institutes of Health, and UNICEF. While some large companies publish commercial advertisements, they also spare no effort to do public service advertisements. For example, IBM's "Four Seas", General Electric's "Illuminating Life" and so on. These large companies are keenly aware that although public service advertisements do not directly promote their products, they can highlight their social responsibility consciousness and love, establish a good and noble social image of enterprises, and strengthen their brand impression through frequent broadcasting, so they actually play a role in promoting themselves. These companies combine commercial advertising and public service advertising perfectly, and take a two-pronged approach, firmly occupying the leading position in world advertising, which can be described as a double harvest of material and spiritual.

In China, public service advertisements have also made great progress in recent years. Public service advertisements in buses, roads, display screens and public places in major cities have become very common. Public service advertisements in the media have also increased rapidly. Especially for TV, CCTV's "Broadcast" column started the public service advertisement of China TV station. Now, almost all TV stations above the city level have public service advertising time slots.

Third, the principles and characteristics of public service advertising creation

The creation of public service advertisements should not only follow the creation principles of general advertisements, but also embody the personality principles of public service advertisements. The personality principles of public service advertising creation include the following aspects.

1, ideological and political principles

Public service advertising promotion concept. Ideas belong to the superstructure, and ideological and political principles are the first priority.

Ideological and political principles also require the elegant taste of public service advertisements. In other words, it is necessary to unify ideology and artistry, and integrate ideology into artistry. At the 43rd Cannes International Advertising Festival, there was an advertisement against racial discrimination. The picture shows four brains, the first three are the same size, and the last one is obviously smaller than the first three. The subtitles are African, European, Asian and racist (all under the corresponding brain). Let the audience think and experience for themselves. The unique creativity is amazing.

2. Advocacy principle

Public service advertisements should publicize ideas or codes of conduct to the public in an advocacy way. The two sides should communicate equally. It is absolutely unacceptable to pretend to be an educator, condescending, and speaking in a tone of teaching others.

This is not to say that public service advertisements cannot speak out against bad behavior and bad atmosphere. The advocacy principle of public service advertising requires us to give priority to positive publicity, supplemented by reminding and persuading, and communicate with the public on an equal footing. There are many successful examples in this respect, such as "Cherish your summer vacation", "Your family expects you to come back safely", "Protect water resources" and "Children, don't join the smokers".

3. Emotional principle

People's attitude is rooted in emotion. If the concept can be attached with emotional elements that are easily perceived, it will cause people's * * *, not to mention that orientals attach great importance to feelings.

For example, an advertisement broadcast by Fujian TV Station, "Cross-straits love each other, and flesh and blood look forward to reunion", successfully appealed the idea of the reunification of the motherland to feelings.

Fourthly, the originality of TV public service advertisement.

How to make the public feel interesting, curious, relaxed and attractive, so as to skillfully let the public accept it from the heart is the primary task of the producer. For example, "save electricity and turn off the lights when going out", let's see how Russian advertisers do it. A set of animated pictures, a couple quarreled upside down, and the husband couldn't bear it, packed his clothes and ran away from home. My wife woke up like a dream and cried with several children in her arms. After a while, the door suddenly opened and her husband appeared at the door. Husband is back! The wife and children were about to laugh through tears when the husband reached out and slammed the switch on the wall and left. The room suddenly darkened. Subtitles appear: save electricity, lights go out when people walk. This is creativity, an unexpected ending.

Compared with commercial advertisements, public service advertisements are relatively free in creativity, because commercial advertisements are bound to be restricted by advertisers. However, public service advertisements only need to conform to their own moral norms and laws, and are less restricted, so creators have more room to play.

A good TV public service advertising idea should have the following characteristics:

1, profoundly reveal the essence and thoroughly analyze things.

CCTV once broadcast a public service advertisement warning that smoking is harmful to life. In the TV picture, the word "smoking" appears in an eye-catching position, and the background is a combination picture of smoking endangering health. The "fire" on the half of the word "smoke" lit a cigarette and burned a series of amazing numbers:

The number of deaths caused by smoking in the world reaches 3 million every year, accounting for 5% of the annual deaths; Every 10 second in the world, 1 people die from smoking;

The average smoking rate of men over 0/5 in China is 61%; ……

The deep voice-over further reveals the essence:

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

Groups of amazing figures and shocking warnings tell the dangers of smoking in essence, which makes people feel scared and self-evident, thus receiving good publicity and warning effects.

A good advertising idea is the crystallization of wisdom, which will double the warning and educational effect of public service advertisements.

2. The art is highly concentrated, and the metaphor is clever and subtle.

Television public service advertisements must be compact and short, and cannot be delayed. However, the publicity effect is short and pithy, with strong authenticity. This requires that what is told to people be highly concentrated in a dazzling moment.

An award-winning public service advertisement in Shandong Province 1997 is an unforgettable masterpiece. As soon as the advertisement started, an apple flower filled the screen. After the flowers wither, the green branches bear an apple, which grows bigger and bigger and grows into a big and delicious apple. When the fruit disappears, two small apples are produced, and when the fruit disappears again, four small apples are produced ..., and the branches full of fruits are all thin and small. At this time, the overwhelmed apple branches were crushed with a click-the picture was frozen. A meaningful voice-over came from a distance: human beings should also control themselves.

The concentration of art and the exquisiteness of metaphor can shorten time and space by ten times and increase appeal and persuasiveness by a hundred times.

3, moderate exaggeration, incisive warning.

Good advertising creativity can not be separated from subtle metaphors, but also from moderate and accurate exaggeration. After bluntly telling people that "China is a country short of water resources", the public service advertisement of cherishing water resources broadcast by CCTV then warns people without exaggeration: If water resources are wantonly destroyed, the last drop we see will be our own tears! On the screen, a crystal tear slipped from a beautiful big eye. People are awed and shocked by its smell. It's a warning motto, the finishing touch.

Often watching TV public service advertisements, I always feel that the creative styles are different and have their own advantages: some tell the truth and enlighten the mind; There are wonderful metaphors that are amazing and derogatory; The wording of the warning is thought-provoking; In a word, an excellent TV public service advertisement will always fully reflect its creative effect through sound, video, subtitles, audio and other TV means to produce the best social benefits and achieve the purpose of warning and education. It is an artistic enjoyment to see creative public service advertisements.

Public service advertising is not only an act, but also requires the participation and support of the whole society. If more entrepreneurs can realize this and actively participate, China's future public service advertisements will have a broader world and a better prospect.