P UBLIC S ERVICE A DVERTISING By: Lazo Poncho

W HAT IS P UBLIC S ERVICE A DVERTISING 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.

H ISTORY 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). BJGnaXs

P RESENT D AY 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.

W HAT ' S THE IMPORTANCE OF A P UBLIC S ERVICE A D 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.

This PSA is more for adults from 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.

A RE 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.

D OES 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.

F INANCIAL AND / OR S OCIAL COSTS OF I NFRINGEMENT 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.

T HE 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.

T HE F UTURE 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. is an example of people doing a PSA without even being in a huge organization.

TV ADS (Body Electricity) (Stop Bullying) (Brain on Drugs) (The Little Things - Going Green)

B IBLIOGRAPHY Hutchison, Craig. "Check It Out." Public Service Announcements. Long Live Kids, Web. 12 Nov Suggett, Paul. "Public Service Advertising - A Complete Definition of Public Service Advertising." About.com Advertising. About.com, n.d. Web. 12 Nov Sondra C, Sara. "How to Create a Good Public Service Announcement Film." WikiHow. WikiHow, 16 Oct Web. 12 Nov "Public Service Ad Campaigns." AmfAR ::. Foundation for AIDS Reaserch, Web. 12 Nov "PUBLIC SERVICE ANNOUNCEMENTS." PUBLIC SERVICE ANNOUNCEMENTS. MBC, n.d. Web. 12 Nov