PUBLIC SERVICE ADVERTISING

By: Lazo Poncho

WHAT IS PUBLIC SERVICE ADVERTISING

Also known as Public Service Announcement. Unlike traditional commercials, Public Service Advertisements (PSA)

are primarily designed to inform and educate rather than sell a product or service.

The goal of a PSA is not to make a big sale, but rather to change the publics opinion and raise awareness for a problem.

HISTORY OF PSA’S Started in the US during

WW2. Official home front

propaganda arm. There where posters and

radio stations that let people know about the war.

People liked the idea of informing the public about issues.

1969 is where PSA’s became really big. There was an ad against cigarette

advertising on the radio and television, It became huge to the point where

Tobacco companies started to lose money.

Then the 1980s came in with a very strong ad (brain on drugs).

http://www.youtube.com/watch?v=nl5gBJGnaXs

PRESENT DAY ISSUES WITH PSA’S They are rarely shown on TV and more focused to show

PSA’s on the internet instead. PSA’s are getting avoided more than ever do to technology

having the ability to skip commercials and pop up ads. One final issue is that ever since the 90’s PSA’s are more

targeted to the younger crowd.

WHAT'S THE IMPORTANCE OF A PUBLIC SERVICE AD To change the public’s opinion and raise awareness for a

problem. PSA’s are good for everyone at any age. PSA’s go for the younger crowd because of the simplicity

and kids will grow up remembering it in their heads. The company Concerned Children’s Advisers are famous for

there PSA’s because of the simplicity, catchy and memorable.

http://www.youtube.com/watch?v=pwadH9MCDHI

This PSA is more for adults from www.amfar.org that deals with these consequences of aids.

The image is a very simple but it’s very affective at saying the message without giving any visuals.

ARE THERE LEGAL IMPLICATIONS? Make sure that what is being said or written is the truth and cannot

single out a company or brands for the PSA. Cannot take work from another company (ex. doing the same ad

but slightly different.) When filming in an area, be sure to have legal rights to film there

by letting know the owner, government or business. Cannot lie about a product that is being incorporated in a PSA.

DOES A PSA REQUIRE PROCESS/PROCEDURES FOR ADHERENCE?

Step 1: Determine what your subject is about. Step 2: Take notes on your opinion on that subject. Step 3: Decide whether or not you will be controversial. Step 4: Write an outline and script. Step 5: Find a studio and camera to tape in. Step 6: Find a group who will watch your video and

possibly get it on TV or the internet. http://www.youtube.com/watch?v=__C7sd_UDU0

FINANCIAL AND/OR SOCIAL COSTS OF INFRINGEMENT Depending on the PSA subject could change the Financial

and/or Social costs of Infringement. If I were to give the example of a PSA about smoking.

Financial Costs could be the amount of money being spent on

cigarettes (10$ per pack) costs for hospital funs if it gets too far and money for location rights to film.

The money that is being put into the commercial is depended on what is being filmed, setting and affects.

Social Costs could be the effects on family, friends and everyone

around the person. Costs can go towards campaigns against smoking and

teaching kids about the dangers of smoking.

THE IMPACT OF TECHNOLOGY

With technology advancing and getting better year by year so will the PSA’s.

The commercials will be more elaborate due to technology allowing more possibility's for PSA’s

PSA’s on the internet, TV, radio, posters, possibly in movie theatres before the movie starts and Netflix could have PSA’s shown on TV and game consoles.

THE FUTURE FOR PSA’S

PSA’s will be shone on all platforms of technology and will encourage people to create there own PSA’s for the first time even without being in a huge organization.

http://www.youtube.com/watch?v=H0nDFGRqgbI is an example of people doing a PSA without even being in a huge organization.

TV ADS http://www.youtube.com/watch?v=pwadH9MCDHI (Body

Electricity)

http://www.youtube.com/watch?v=__C7sd_UDU0 (Stop Bullying)

http://www.youtube.com/watch?v=nl5gBJGnaXs (Brain on Drugs)

http://www.youtube.com/watch?v=H0nDFGRqgbI (The Little Things - Going Green)

BIBLIOGRAPHY Hutchison, Craig. "Check It Out." Public Service Announcements. Long Live

Kids, 1990. Web. 12 Nov. 2012. <http://www.cca-kids.ca/psas/index.html>.

Suggett, Paul. "Public Service Advertising - A Complete Definition of Public Service Advertising." About.com Advertising. About.com, n.d. Web. 12 Nov. 2012. <http://advertising.about.com/od/advertisingglossary/g/Public-Service-Advertising-A-Complete-Definition-Of-Public-Service-Advertising.htm>.

Sondra C, Sara. "How to Create a Good Public Service Announcement Film." WikiHow. WikiHow, 16 Oct. 2012. Web. 12 Nov. 2012. <http://www.wikihow.com/Create-a-Good-Public-Service-Announcement-Film>.

"Public Service Ad Campaigns." AmfAR ::. Foundation for AIDS Reaserch, 1985. Web. 12 Nov. 2012. <http://www.amfar.org/in_the_community/public_service_ad_campaigns/>.

"PUBLIC SERVICE ANNOUNCEMENTS." PUBLIC SERVICE ANNOUNCEMENTS. MBC, n.d. Web. 12 Nov. 2012. <http://www.museum.tv/eotvsection.php?entrycode=publicservic>.