AD
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龙素英 AD 1101 20111304195
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JUNE 19
PUBLIC SERVICE ANNOUNCEMENT DEFINITION A public service announcement (PSA), are messages i n t h e p u b l i c i nte re st disseminated by the media without charge, with the objec ve of raising awareness, changing public a tudes and behavior towards a social issue.
FUNCTION 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 harmonious society in the world.
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WWF: Shark Exploi ng the ecosystem also threatens human lives. For a living planet. wwf.org
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CIGARETTES SMOKE PEOPLE
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ue to the dierences between Chinese and Western cultures, the performance of PSA is dierent. 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 technique of expression of fear appealing.
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The core of public service ads is to create social benefits, which effecvely 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.
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JUNE 19
ANIMA
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typical PSA is part of a public awareness 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.
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DON'T BUY 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 suitcase. 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.
AL SOUVENIRS. 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
(subtle, serious posi 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.
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WWF: TREES SAVE WILDLIFE
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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 c o m p l e te a n i m a l i m a ge , C ra n e , T i ge r, Elephant, Gibbon, Leopard, Red panda, Nilgiri, etc. Trees save wildlife.That will be linked to the theme of the trees and wildlife protec on at the same me, called on people to protect wild animals living environment.
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very 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
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ENVIRONMENTA
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dver sers Without Borders published a series of print ads, 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�.
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AL PROTECTION Let’s be smart with our power! It’s well-known that good adver sement is always have surprising originality 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.
PUBLIC SERVICE ANNOUNCEMENT