Model essay on public service advertisement Part I:
Public welfare is also crazy.
-Talking about the blueprint for the development of public service advertisements
Abstract: With the development of economy and the progress of science and technology, people have been greatly satisfied in material life, but compared with things.
In terms of quality life, people's spiritual civilization is quite scarce. As an important tool to publicize social public awareness, the development of public service advertising is worth exploring. This paper first reviews the concept and development status of public service advertising, focusing on the future development of public service advertising, especially the strategic opportunities brought by emerging media. Through the analysis of the examples and present situation of the application of new technology in public service advertisements, this paper puts forward some suggestions on the development and optimization of public service advertisements under this environment.
[Keywords:] public service advertising to develop fun Internet
Argument: Public service advertising has a bright future.
[argument] 1. With the rapid development of economy, people's pursuit of spiritual culture provides a foundation for the development of public service advertisements.
2. The rapid development of science and technology, especially the development of the Internet, provides a good opportunity for public service advertisements to expand their influence by using emerging media.
3. Post-modern society pays attention to the situation and ignores the content, which provides a basis for creating public service advertisements that can catch the attention of the public.
First, the definition and development status of public service advertising
Public service advertisements do not aim at charging fees, but create benefits through commercial propaganda. Instead, they "sell" some ideas and opinions for free and convey some civilized and moral concepts to the public, so as to improve their civilization and obtain good social benefits. It pays attention to the harmonious and unified relationship between people, people and society, and people and nature. Since the appearance of public service advertisements in the United States in the 1940s, all countries have developed public service advertisements, but their development history is slow and passive. The current development of public service advertising has the following three points:
1. The steady investment in public service advertisements is not enough. Marx said that "the economic base determines the superstructure", and public service advertisements are not for profit, and they are not backed by the economic base, so they are underdeveloped. In small and medium-sized enterprises that have just started, few people will spend money on public service advertisements. Only when the company is bigger and stronger, and has certain strength, will some enterprises spend a lot of money on public welfare undertakings in order to shape a good corporate image; The so-called "hoarding etiquette", for the government, only after satisfying the people's material life, will it respond to the people's demands for spiritual civilization.
2. The overall level of public service advertising creativity is not high, the content and form are relatively simple, and the producers are mostly national government departments or some organizations. Its content mostly shows some propaganda calls and public welfare activities at that time, aiming at arousing the audience's social consciousness, attracting the audience's attention to a social problem, or disciplining the audience's behavior, so as to achieve the purpose of cultivating a good social atmosphere. At present, most public service advertisements use repetitive and boring persuasion to persuade people not to do so and encourage them to do so. However, blind persuasion often fails to impress the public and convey values.
3. The use of media is restricted. Commercial advertisements are pervasive for the purpose of profit, while public service advertisements mainly focus on mature media, such as TV, newspapers, magazines and other traditional media, and rarely explore new media. The development of these media is relatively slow, showing some limitations in coverage, arrival rate, attention rate and other reference indicators.
Second, the development direction of public service advertising
1. Subvert the usual persuasion methods, enhance the interest of public service advertisements, and catch people's attention in a humorous way. Although public service advertisement is often concerned as a phenomenon, it is a kind of interference after all, and the attention is far less than that of TV programs. They are like the cuckoo in Shakespeare's June. "People heard its voice, but ignored it." Although the sound is loud, noisy and complicated, it is extremely rare to catch the audience immediately. The most striking program in the Spring Festival Evening every year is Zhao Benshan's sketch. Some people say that if you don't read Zhao's sketches, you won't have the taste of that year. Why are Zhao Benshan's sketches so popular? In my opinion, the biggest reason is fun. The so-called fun is to make people laugh and get spiritual baptism while entertaining. The ultimate goal of public service advertising is very close to the effect achieved by sketches, but at present there seems to be no better trick than persuasion and similar intimidation. In order to catch the audience's eye, public service advertisements must have their own ingenious methods. Commercial advertisements emphasize unique selling points. Although public service advertisements are different from commercial advertisements, they are also a special "commodity" in content, which needs to be promoted and sold, which requires public service advertisements to establish their own selling points. Advertising is not a science, but an art. It is important to convey information, but what really attracts the audience's attention is refreshing whimsy and unconventional artistic expression. Abnormality is a sharp weapon to attract attention. Unexpected pictures and words often catch the audience's free eyes in an instant and induce the audience to identify the advertising information contained in them. Creative pictures or copywriting will make people unforgettable. For example, there is a public service advertisement about auto insurance assistance, which vividly shows the scene of a car accident with the switch of the elevator door, which makes people feel shocked and hard to leave a deep impression. There is also a print advertisement about condoms. There are two brains on the screen. The slogan is: think twice before you act, and through a copy of "think twice before you act", the basic information of condom use before sex is humorously and clearly conveyed. In the design of public service advertisements, using humorous, playful and humorous images or idioms to spread information will make the audience smile, win the audience's good feelings and sense of identity, and accept the information happily.
2. Use all kinds of media flexibly, learn the strategy of using media in commercial advertisements, and actively use emerging media by using their own advantages.
There are various forms of commercial advertisements. With the development of economy, the flexibility of media utilization is getting higher and higher, especially the product placement, which is simply amazing. For example, this year's popular Korean hit drama "Flower Man" has such a plot. When the sun rises, the "electronic appliance" on the huge billboard in the distance is blurred by the sun, and it becomes "Simon/my favorite" from the perspective of the hero and heroine. I don't know if Siemens has provided sponsorship, and if so, whether the money will be given or not. Not only TV series, but also movies such as world without thieves have surpassed Andy Lau, Li Ruoying, BMW, Hewlett-Packard Computer, Canon Digital, Nokia Mobile, Great Wall Lubricant, Beijing Morning Post and so on. , has swept the world, including the four seas, swallowed eight famine. This is not to say that public service advertisements should be inserted into movies and TV dramas so crazily, but that public service advertisements can also make flexible use of existing media.
In addition, in the past decade, the Internet has changed the society extensively and rapidly, affecting the economic and social changes of all countries. From ARPANET to information expressway, from military communication to online newspaper, network broadcasting, network television, and the appearance of commercial ICP and ISP websites, the Internet has rapidly developed into a mass media, and it has been named "the fourth media" in 1988. The extensive use of the Internet plays an increasingly important role in enterprise marketing, but commercial advertisements in some areas of the Internet have not been completely occupied, which is public service advertisements. Web2.0 is a popular concept in the Internet industry in recent years. Whether technicians or marketers, entrepreneurs or investors, they are crazy about it. However, the development in recent years shows that the registration volume and traffic of websites have gone up, but advertisements have not increased in proportion. Commercial advertisements play their ubiquitous advantages and only occasionally serve as experimental fields. Why is this happening? This is the grim reality that Web2.0 platform is facing to expand advertising revenue-the large-scale migration of user management is at work. Seven years ago, netizens may prefer the alumni record of 5460; Five years ago, netizens might prefer ChinaRen alumni record; Three years ago, netizens were obsessed with the campus network, but it was not the ultimate battle. In 2008, it was replaced by Kaixin.com, which was all the rage. There is no doubt that Kaixin.com is just a post station, and new technical forms are constantly emerging. It is precisely because of this feature that commercial advertisements have formed an irreconcilable contradiction with consumers' demands for pertinence and loyalty, and commercial advertisements can only sigh behind the development of Web. Contrary to commercial advertisements, public service advertisements need not worry about these at all. They are aimed at the public. No matter how netizens change it, as long as someone watches it, the effect will not be affected. For example, the popular Happy Farm spreads the purpose of building an environment-friendly society by reminding users of the possible harm to the soil caused by using chemical fertilizers. You can also use weeding and fertilization to help others carry forward the spirit of helping others and so on.
3. Public service advertisements should keep up with the trend of the times and conform to the social background.
After the 1960s, the communication technology of human beings made a qualitative leap, and the society entered the post-modern socialist society. During this period, there is no longer a gap between image and reality, and modern culture has reached the point of emphasizing form and neglecting content, whether it is the difference between elegant culture and mass culture or the difference in historical period. There is no difference between media reality and objective reality. People live in a symbolic society. Consumer symbols also enjoy human symbols, and all the meanings no longer exist. The form of expression is that all public service advertisements can use the "virtual reality" interface design to achieve the immersive effect according to this social phenomenon, which not only means the user's brand-new sensory experience, but also represents the reorganization and influence order through the active operation of the audience. For example, under the media convergence, the audience will not see the final ending like "Arabian Nights" when they turn on the TV: from then on, the prince and princess lived a happy life, and they used the same persuasive public service advertisements until they spread through the ages, but with the help of virtual entities and buttons, they entered the screen to stop uncivilized behavior or carry out social welfare activities.
At present, many people take advantage of this social feature, pay attention to social hotspots, reveal various veils of life, and show "the truth and truth of the world", such as disease, violence, poverty, war, race, disaster and so on. , and achieved good publicity results. There is a photo of a black girl with albinism, in which a group of black girls are marching in procession and holding a celebration. A black girl with albinism feels ashamed and embarrassed. She seems to be avoiding the curious eyes of onlookers and making the prejudice of racial discrimination obvious in an ironic way. And "The Picture of Heartbeat", 1996 won the Golden Lion Award in Cannes Advertising Festival. There are only three identical hearts, which are marked "white", "black" and "Yeluoluo" respectively. The image seems simple, but the appeal is clear and the connotation is memorable. The skin color of human beings varies widely, but under the realistic background of racial discrimination, ethnic contradictions, religious vendetta and even intensifying, the interpretation of Heart can make people feel the strong call for tolerance, tolerance and respect for human diversity.
The rapid development of economy and material richness have laid a solid material foundation for the future development of public service advertisements. Marx Weber wrote in his paper "Puritanism Ethical Standards in the Spirit of Capitalism": "The influence of material products on life is increasing day by day, and it eventually becomes an irresistible force, which is incomparable at any time in history." The spiritual world gradually lost to the material world, and people's pursuit seems to be imprisoned by plain material. This is the status quo. As the saying goes, when the material reaches the highest level, people will actively pursue the satisfaction of spiritual life. According to the current development speed, the near future will be a material-rich society, and people will think more about how to meet business purposes and make advertisements reflect correct values and artistic styles. Human wisdom and sense of humor have become advertisers' new thinking and efforts. Public service advertising can not only achieve commercial purposes and public welfare responsibilities, but also promote and develop brand image.
Model essay on public service advertisement II:
Public service advertisements belong to non-commercial advertisements and are designed for the purpose of seeking public interests and improving welfare benefits. It is an advertisement for an enterprise or social organization to explain its functions and responsibilities to the society to consumers, indicating that it is not only seeking profits from business, but also asking and participating in how to solve social and environmental problems. It refers to advertisements that are not for profit and serve the vital interests of the public and social customs. It has three characteristics: social benefit, realistic theme and performance appeal.
Tracing back to the source, public service advertisements have to talk about environmental resources. In 1930s, the rapid development of American industrial revolution brought a series of serious environmental and resource problems. With the intention of propaganda, enlightenment and persuasion, public service advertisements came into being, and gradually spread to Europe, Asia and America, and gradually spread all over the world, with increasing influence. Today, I'm going to make a short article on the appreciation of public service advertisements with the theme of environmental protection. As we all know, with the rapid development of globalization, the environment is deteriorating day by day, and the sharp shrinkage of resources makes people have to face up to the serious topic of "environmental protection".
In the practice of "environmental protection", public service advertisements undoubtedly played a key role. By using rich, unique and profound creative means, colors, composition, sound effects, vivid plots and ever-changing emerging media presentation methods, we can attract the attention of the public, give full play to the unique charm of advertisements, and induce the public to join the environmental protection cause.
Taste advertisements and be enthusiastic about environmental protection. Let me talk about some public welfare around me first.
Examples of advertisements.
1. Bring green to every corner of the world and let it flow into people's hearts.
2. Exhaust gas, stop! Waste of water, stop! Pollution, go away!
The tears in the river are no longer clear, and the hair in the mountains is becoming sparse.
4. Take cheerful steps, let the wind and sand stop, let the birds dance and let the green take off.
I hope that one day, the trash can will be laid off.
The grass is sleeping, so don't disturb it on the lawn.
There are many such advertising slogans, which are similar in that they all use anthropomorphic rhetoric to make flowers, trees and other creatures come alive.
They are presented in people's minds, inducing people to consciously "cherish life" and protect the environment and resources. These advertising slogans are concise and wise, which use the charm of language to convince people with reason and move people with emotion, and stimulate the public's enthusiasm for environmental protection.
Now let's enjoy an environmental organization in NRDC.
Then the advertisement-"Polar Bear Switch". The advertising picture is simple and clear. There is a white light switch with a blue polar bear printed on it. On the right side of the switch is a gray light bulb pattern with a white English description on it. Cleverly, as long as the switch is pressed, the protruding part is printed with the red neck of the polar bear, so it looks like the polar bear has its neck cut. Electricity is started by a switch, which naturally links the switch with energy consumption: a large amount of energy consumption will sharply increase the content of carbon dioxide in the atmosphere, aggravate the greenhouse effect, lead to the melting of icebergs and the rise of sea level. Then polar bears waiting for survival on polar glaciers will die and eventually become extinct. Advertising is made by changing the position of the switch cross section, and the image of polar bear is attached to the switch in a jumping way of thinking, which is unique. In this way, the intention of the advertisement is clear at a glance. Easy to understand and profound in meaning, it has to be said that it is a classic of print advertising.
From the polar bear switch written by NRDC environmental protection organization, we can see the performance characteristics of creative priority in public service advertisements. Due to public service advertisements
Less affected by commercial factors, there is no sales task, nor does it shoulder any product procurement promotion. Under the pressure of no interest, advertising creativity is free to play, thinking is more active and broad, and it can better grasp the audience's line of sight.
In fact, a good public service advertisement can play a guiding role in protecting the environment, but more importantly, I think each of us should take practical actions to protect our mother earth and build a beautiful home with our own hands. This is the ultimate goal of public service advertising.
Model essay on public service advertisement III:
Public service advertising design is a special art form. It shoulders the responsibility of making clear the information disclosure of social public welfare culture, and its expression directly affects the public's values and behavioral tendencies. Ecological and environmental problems have a long way to go. How to better tap and play the public service function of public service advertisements and make environmental public service advertisements truly speak for the ecological environment is a topic worthy of discussion. Because the constant change of the environment also puts forward new requirements for its protector-public service advertising. Only by combining public service advertising with specific environmental problems can we really awaken the public's awareness of environmental protection and play a positive role in benefiting the public.
This paper mainly introduces the development history, creative characteristics and characteristics of public service advertisements, and analyzes and understands their tools (such as Photoshop, After Effect, premiere, etc.). ).
Keywords: public service advertisement; Environmental protection; Aftereffect; Creativity;
The first chapter is introduction.
1. 1 overview of public service advertisements
As a non-commercial advertisement, public service advertisement is an important part of social welfare undertakings. Compared with other advertisements, it has quite special sociality. This determines a factor that enterprises are willing to do public service advertisements. The theme of public service advertisement is social, and its theme content has a deep social foundation, taking the ups and downs of ordinary people's daily life as the theme. And use unique creativity, profound connotation, artistic production and other advertising means to correctly induce the public in an unchanging way, with a clear stand and a healthy method. Public service advertisement has the widest appeal and is a way of information dissemination for the whole public. For example, direct viewing in public service advertisements advocating smoking cessation and drug addiction is only aimed at smokers and drug addicts, but the harm of cigarettes and drugs has hurt other people in the environment and their descendants, both direct and indirect viewers are social and belong to all mankind. Therefore, public service advertisements have the widest audience. From the content point of view, most of them are our social themes, which basically solves our social problems and is more likely to cause public outcry. Therefore, public service advertisements are easily rooted in people's hearts. Enterprises doing such advertisements will be more easily recognized by the public.
1.2 the origin and development of public service advertisements
The origin of public service advertisement is abroad. Public service advertisements have become quite popular in developed countries in Europe and America, especially TV public service advertisements. Television public service advertisements first appeared in large national television networks such as the United States and France, and then 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, such as the International Red Cross, the World Health Organization, the National Institutes of Health, and UNICEF. While some big companies publish commercial advertisements, they also spare no effort to do public service advertisements, such as IBM's "Four Seas" and General Electric's "Illuminating Life". These large companies are keenly aware that although public service advertisements do not directly promote their products, they can highlight their social responsibilities, awareness and love and establish a noble social image of enterprises. So in fact, while advocating social fashion, they also played a very good role in self-promotion. 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. At present, public service advertisements in the United States, France and Japan have accounted for 40% of commercial advertisements.
In China, the history of public service advertising is only over ten years. The earliest example is the public service advertisement "Please pay attention to saving water" broadcast by Guiyang TV Station on 1986. From 65438 to 0987, CCTV decisively decided to use the prime-time program "Announce it", which aroused widespread concern from all walks of life and promoted the development of social public service advertisements. Now, almost all TV stations above the city level have public service advertising time slots; 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 on TV.
1.3 Basic characteristics of public service advertisements
1, social responsibility
Public service advertising aims at the harmonious development between man and society, man and nature, and aims at social protection and improving group literacy to promote social development. Pay attention to social benefits. Compared with commercial advertisements aimed at profit, public service advertisements are non-profit. Any unit or individual engaged in public service advertising, his ultimate goal is public welfare, not profit.
One thing to note is that not taking profit as the purpose does not mean that engaging in public service advertising is a loss, but should be flat or profitable. Only units or individuals engaged in public service advertisements may not distribute surplus between owners and managers, and must be used to improve the quality and quantity of public service advertisements.
2. Educational guidance.
Public service advertisements appeal to ideas, and with the help of the spread of some ideas, they urge the public to enlighten, introspect and pay attention to a certain social problem, and regulate and practice their behaviors with social behaviors in line with public morality, so as to form a good social fashion or support a certain social cause. It spreads the idea of spiritual form, not the commodity of material form.
3. The universality of the audience.
Public service advertisements are aimed at the public. This shows that public service advertisements are different from commercial advertisements. Not for the product image and popularity of an enterprise, but for the interests of the public and their immediate interests. The creator creates enlightenment from the perspective of the public, not for a special group. Public service advertisements aim at the characteristics and mentality of the public, reflect their wishes and voices, and reflect social problems that the public generally cares about. Public service advertisements expect as much public attention as possible, and the wider the audience, the better.
Chapter II Public Service Advertisement for Low-carbon Life
2. 1 Specific elements of low-carbon life public service advertisement design
1, full visual impact, can be achieved through images and colors.
2. The content of environmental public service advertisements is concise, and the main appeal points are grasped.
3, the content can not be too much, the simpler the better.
4, generally based on pictures, supplemented by copywriting.
5, low-carbon life theme font eye-catching.
2.2 Low-carbon life public service advertising design
1 Low-carbon life "Low-carbon life" refers to reducing the energy consumed in daily life as much as possible, thereby reducing the emission of carbon, especially carbon dioxide, thus reducing the pollution to the atmosphere and slowing down the ecological deterioration, mainly by changing the details of life from three aspects: electricity saving, solar terms and recycling. It is a life attitude of ordinary people and a new way for people to push the trend. It asks us a question: "Are you willing to create a low-carbon life with everyone?" But we should actively advocate and practice a low-carbon life, pay attention to saving electricity, saving solar terms and turning off the lights for an hour? Start with these odds and ends. In addition to planting trees, some people buy goods with short transportation mileage. Some people insist on climbing stairs in various ways, some of which are interesting and some of which are inevitably troublesome. But the premise is to save energy and reduce emissions as much as possible without reducing the quality of life.
2. The purpose of design
Facing the acceleration of urbanization, environmental problems are becoming more and more serious. Arouse people's awareness of environmental protection, advocate people's healthier lives, and educate children to be a low-carbon generation from an early age.
3. Introduction of application software
The works mainly use premiere to edit the material, After Effect to post-process, and Photo shop to beautify the pictures needed by the material.
After Effect is a graphic video processing software launched by Adobe, which is suitable for organizations engaged in design and video special effects, including TV stations, animation production companies, personal post-production studios, multimedia studios and so on.
Premiere, as an efficient solution for the whole process of video production, is a software with good editing quality and compatibility, which can expand your creative choice space from the beginning of snapshot to output. Photoshop is one of Adobe's most famous image processing software, which integrates image scanning, editing and modification, image production, advertising creativity and image input and output, and is deeply loved by graphic designers and computer art lovers.
4. Introduction to the design process
The first is to determine the theme of the work. As the most important way of mass communication in today's society, advertising has the characteristics of purposefulness and continuity. Environmental protection is a hot topic that people are most concerned about today, and low-carbon life is the most fashionable attitude towards life at present, so the works use public service advertisements to spread the concept of environmental protection and advocate a healthy life.
Then I looked for the material and found many pictures on the internet, but I felt that it was not innovative enough and vivid enough. When I was sitting in front of the door thinking, my naughty nephew inspired me. This is the best advertising material, lively and easy for children to accept. I decided to draw it myself. Because of the poor foundation of art, many pictures are designed by art students, and the background music is also a cheerful melody.
Finally, the formation of the work. First, the material is edited with premiere, and a simple transition effect is added to form the outline of the work. I found that many of the pictures I drew were not ideal after adding the transition, so I chose the pictures for beautification, which was not much different from what I expected. After repeated revisions, the final post-processing can finally be carried out. Because the subsequent effects are all in English, it is very inconvenient to use, so I can only do it while looking up my notes. When the work takes shape, adding pre-imported background music, cheerful rhythm and vivid pictures is exactly what I want. You're finished.
Chapter III Future Development of Public Service Advertisement Design
As a means of social education, public service advertising has great influence and social benefits. Public service advertising will have a far-reaching impact on shaping people's hearts, creating human spiritual wealth and promoting social civilization and progress. Therefore, people-oriented public service advertisements should mobilize the enthusiasm of all walks of life, encourage the creation of different design concepts, and form public service advertisements with different design styles, so that public service advertisements can show their elegance and charm in the competition of many advertising media, and make this bright and dazzling flower of public service advertisements more green. To sum up, to promote public service advertising, we must actively participate in public service advertising activities and do more and better creative work. Public service advertising is a long-term activity and a long-term task, and there is still a long way to go in the future.
Chapter IV Thank you
This paper can be said to be the most important "achievement" obtained by my three-year study in college. Thanks for the wisdom and sweat of many people. There are still many shortcomings, and we will continue to study in the future!
First of all, I want to thank my tutor, Mr. Wei! Thank her for her concern and guidance on my study in the past three years. From the topic selection to the final completion of the thesis, she devoted herself to it. Thanks to Miss Li for her concern and support. On the occasion of the completion of this paper, I would like to extend my heartfelt thanks and high respect to my tutor!
During my three years' study and life in college, I was lucky enough to get enthusiastic care, help and correction from many teachers. I want to express my sincere thanks to all the teachers. Thanks to Beijing Vocational College of Economics and Management for providing me with a good learning environment, so that I can successfully complete my studies!
Finally, I thank my parents and family for their help and encouragement.