DAVERTISING

AD 1101� 龙素英 20111304195

19 JUNE

PUBLIC ANNOUNCEMENT SERVICE

WWF: Shark

Exploi�ng the ecosystem also threatens human lives.For a living planet. wwf.org

PUBLIC SERVICEANNOUNCEMENT

A public service announce-ment (PSA), are messages in the publ ic interest disseminated by the media without charge, with the objec�ve of raising aware-n es s , c h a n g in g p u b l i c a�tudes and behavior towards a social issue.

The public service announcement faces on the social advocacy, cul�vate people's mind, regula�ng people's conscience, is playing an increasingly important role to create a great social atmosphere for building a harmo-nious society in the world.

DEFINITION

FUNCTION

1 219 JUNE JUNE 19

WWF: Shark

Exploi�ng the ecosystem also threatens human lives.For a living planet. wwf.org

PUBLIC SERVICEANNOUNCEMENT

A public service announce-ment (PSA), are messages in the publ ic interest disseminated by the media without charge, with the objec�ve of raising aware-n es s , c h a n g in g p u b l i c a�tudes and behavior towards a social issue.

The public service announcement faces on the social advocacy, cul�vate people's mind, regula�ng people's conscience, is playing an increasingly important role to create a great social atmosphere for building a harmo-nious society in the world.

DEFINITION

FUNCTION

1 219 JUNE JUNE 19

CIGARETTES SMOKE PEOPLE

The core of public service ads is to create social benefits, which effec-�vely propaganda to the society, the social mobiliza�on, edify people's hearts, regulate the conscience of people, create a wonderland.The most common topics of PSAs are health and safety, such as the campaign of smoking cessa�on.

SMOKING IS THE STUPIDEST WAY TO COMMIT SUICIDE.

QUIT STUPIDITY.

3 4

Due to the differences between Chinese and Western cultures, the performance of PSA is different. China's public service ads are mostly

posi�ve celebrity preaching, straight above elabora�on, whereas in West, humor is commonly used gimmick, public service ads warning class are good at using tech-nique of expression of fear appealing.

CIGARETTES SMOKE PEOPLE

The core of public service ads is to create social benefits, which effec-�vely propaganda to the society, the social mobiliza�on, edify people's hearts, regulate the conscience of people, create a wonderland.The most common topics of PSAs are health and safety, such as the campaign of smoking cessa�on.

SMOKING IS THE STUPIDEST WAY TO COMMIT SUICIDE.

QUIT STUPIDITY.

3 4

Due to the differences between Chinese and Western cultures, the performance of PSA is different. China's public service ads are mostly

posi�ve celebrity preaching, straight above elabora�on, whereas in West, humor is commonly used gimmick, public service ads warning class are good at using tech-nique of expression of fear appealing.

DON'T BUY

ANIMAL SOUVENIRS.

The print ad by WWF shows us a scene that a woman dragging a suitcase in the lobby of the airport and a trail of blood is behind the suit-case. Don't buy exo�c animal souvenirs. The adver�sing with objec�ve facts illustrate

the damage to the earth if you buy exo�c animal souvenirs, which means killing wildlife. The effect of this print ad is very good, everyone would draw a deep thought from the startling fact.

A typical PSA is part of a public aware-ness campaign to inform or educate the public about an issue. The range of

possible topics has expanded over �me. Some PSAs tell people to adopt animals instead of buying them and some tell people to stop buying furs and be kindness to animals.

This expression is concise, vivid, make everybody knows but although a lot of people but not the word of "Stop killing" is deeply rooted in the hearts of the people. The effect is definitely be�er than the kind commonly used

( s u bt l e , s e r i o u s p o s i � ve preaching, persuasion tac�cs) in PSAs. And the technique of expression has no essen�al conflict between Chinese culture and tradi�on, which is what we can accommodate and should be absorbed.

5 619 JUNE JUNE 19

DON'T BUY

ANIMAL SOUVENIRS.

The print ad by WWF shows us a scene that a woman dragging a suitcase in the lobby of the airport and a trail of blood is behind the suit-case. Don't buy exo�c animal souvenirs. The adver�sing with objec�ve facts illustrate

the damage to the earth if you buy exo�c animal souvenirs, which means killing wildlife. The effect of this print ad is very good, everyone would draw a deep thought from the startling fact.

A typical PSA is part of a public aware-ness campaign to inform or educate the public about an issue. The range of

possible topics has expanded over �me. Some PSAs tell people to adopt animals instead of buying them and some tell people to stop buying furs and be kindness to animals.

This expression is concise, vivid, make everybody knows but although a lot of people but not the word of "Stop killing" is deeply rooted in the hearts of the people. The effect is definitely be�er than the kind commonly used

( s u bt l e , s e r i o u s p o s i � ve preaching, persuasion tac�cs) in PSAs. And the technique of expression has no essen�al conflict between Chinese culture and tradi�on, which is what we can accommodate and should be absorbed.

5 619 JUNE JUNE 19

WWF: TREES SAVE WILDLIFE

Every day, en�re forests are cut down to make paper. Paper that’s senselessly used to print out documents all over the world: websites, emails, even en�re reports instead of those

few pages that are really needed and read. A simple idea that saves

The environmental protec�on commonweal adver�sement is beau�ful and powerful. What we can see is the trees being watered grow lush foliage, roots are desperately elonga�on, down just a li�le bit can weave a complete animal image, Crane, T iger, Elephant, Gibbon, Leopard, Red panda, Nilgiri, etc. That will be Trees save wildlife.linked to the theme of the trees and wildlife protec�on at the same �me, called on people to protect wild animals living envi-ronment.

7 8

WWF: TREES SAVE WILDLIFE

Every day, en�re forests are cut down to make paper. Paper that’s senselessly used to print out documents all over the world: websites, emails, even en�re reports instead of those

few pages that are really needed and read. A simple idea that saves

The environmental protec�on commonweal adver�sement is beau�ful and powerful. What we can see is the trees being watered grow lush foliage, roots are desperately elonga�on, down just a li�le bit can weave a complete animal image, Crane, T iger, Elephant, Gibbon, Leopard, Red panda, Nilgiri, etc. That will be Trees save wildlife.linked to the theme of the trees and wildlife protec�on at the same �me, called on people to protect wild animals living envi-ronment.

7 8

ENVIRONMENTAL PROTECTION

dver�sers Without Borders published a series of print Aads, including the garbage problem, killing whales, environmental pollu�on and destruc�on of forests, to

stop people from damaging the environment. We can see in the posters, all the things you do to destruct the nature will eventually take the consequences by yourself. Just as what the copywri�ng says:“Whatever you do to the world you do to yourself”.

It’s well-known that good adver�se-ment is always have surprising original-ity in them and make audiences impressed. So we can see a lot of adver�sing make efforts to search unexpected "idea" for consumers. Once the "idea" a�racts audiences, they would spontaneously transfer the adver�sing on the internet, which means making free marke�ng for products.

But also because of this, we can see more and more adver�sements are very funny, but it is only very good for laugh, what seems to be a li�le less. I think a good adver�sement in addi�on to have good ideas, having a good copy is more important. Adver�sing has a good copy, like make the finishing point, could be more fascina�ng and have greater adver�sing effect.

The energy saving adver�sing from BC Hydro, is a good PSA has both "good idea" and "good copy". At first I thought this’s a parody as a star�ng point, purpose only in adver�sing to make consumers laugh, whereas it gave me a a blow and a shout at the final copy. The video ad shows several kinds of ridiculous way of waste.

The audience might think, "How can, this is ridiculous". Finally of the ads, the family went out and "forget to turn off the lights". This waste is unexpectedly suddenly feel funny, because audiences are o�en waste like this. The most ridiculous thing about was�ng power is that for some reason we don't think it is ridiculous.

Let’s be smart with our power!

9 10

ENVIRONMENTAL PROTECTION

dver�sers Without Borders published a series of print Aads, including the garbage problem, killing whales, environmental pollu�on and destruc�on of forests, to

stop people from damaging the environment. We can see in the posters, all the things you do to destruct the nature will eventually take the consequences by yourself. Just as what the copywri�ng says:“Whatever you do to the world you do to yourself”.

It’s well-known that good adver�se-ment is always have surprising original-ity in them and make audiences impressed. So we can see a lot of adver�sing make efforts to search unexpected "idea" for consumers. Once the "idea" a�racts audiences, they would spontaneously transfer the adver�sing on the internet, which means making free marke�ng for products.

But also because of this, we can see more and more adver�sements are very funny, but it is only very good for laugh, what seems to be a li�le less. I think a good adver�sement in addi�on to have good ideas, having a good copy is more important. Adver�sing has a good copy, like make the finishing point, could be more fascina�ng and have greater adver�sing effect.

The energy saving adver�sing from BC Hydro, is a good PSA has both "good idea" and "good copy". At first I thought this’s a parody as a star�ng point, purpose only in adver�sing to make consumers laugh, whereas it gave me a a blow and a shout at the final copy. The video ad shows several kinds of ridiculous way of waste.

The audience might think, "How can, this is ridiculous". Finally of the ads, the family went out and "forget to turn off the lights". This waste is unexpectedly suddenly feel funny, because audiences are o�en waste like this. The most ridiculous thing about was�ng power is that for some reason we don't think it is ridiculous.

Let’s be smart with our power!

9 10

PUBLIC SERVICEANNOUNCEMENT