What is a public service advertisement? Let's look at an example first. CNN broadcast an advertisement: two young children are playing intimately together, and the following words are Israeli and Palestinian respectively; Then there are several groups of children from Bosnia and Serbia, children from Iraq and Kuwait, and then the subtitles are printed: Stop the war, for the children. Signature: United Nations Children's Fund. This is a typical public service advertisement. Advertisements like this do not create economic benefits by charging commercial publicity fees, but "sell" some ideas and concepts for free to convey some civilized moral concepts to the public, so as to improve their civilization and obtain good social benefits. This is public service advertising. Public service advertising is to create an atmosphere and momentum, that is, a certain social atmosphere. In a sense, the level of public service advertising in a city, a region and a country is an important symbol of the cultural and moral level and social atmosphere of the people in this city, this region and this country. There are two main functions of public service advertisements: one is to spread social civilization and promote moral fashion; Second, enterprises establish their own good social image and consolidate their brand image through it. First of all, let's first understand what is public service advertising, that is, the concept of public service advertising.
So, what is public welfare? Public welfare can be understood as public interest.
Public service advertisement is to call the public to pay attention to a social problem through the transmission of a certain concept, regulate their behavior with the criteria in line with public interests, and support or advocate a certain social cause or social fashion.
The sponsors of public service advertisements invest time and financial resources to convey ideas or opinions beneficial to the public interest through mass media.
In the United States, public service advertising aims to enhance the general public's understanding of outstanding social problems, influence their views and attitudes towards these problems, change their behaviors and practices, and thus promote the solution or alleviation of social problems. Among them, one kind is public service advertisement, that is, all kinds of advertisements issued by social organizations such as Greenpeace and Animal Protection Association, aiming at the social problems they care about. The other is OpinionAdvertising, which refers to the attitude of enterprise groups towards various social phenomena. This is an extension of corporate image advertising, showing corporate personality in society.
In Japan, public service advertisements are called public advertisements, which are defined by Dentsu Advertising Dictionary as "advertisements in which enterprises or groups express their functions and responsibilities to the society, show that they ask and participate in how to solve social and environmental problems, and clarify this intention to consumers." Similar to American opinion advertisements, the purpose is to shape the public relations image of the enterprise itself among the public.
B. Characteristics of public service advertisements
Let's further analyze the public service advertisement.
It probably has the following characteristics:
(1) Non-profit. 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) Conceptual. 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.
(4) the consciousness of altruism. The motivation of making public service advertisements is a high sense of social responsibility. The public can perceive the enterprising spirit of the public who pays for the public service advertisement. The cost of public service advertising is borne by the advertiser voluntarily, and the advertiser has full autonomy to decide whether to participate in public service advertising. Public service advertisements embody the spirit of altruism. It is related to the selfless dedication of helping others, is the embodiment of human virtues such as compassion, love and responsibility, and is a sign that social ethics is moving towards harmony and personal wisdom is maturing. The society should encourage and support those individuals or groups that voluntarily fund public service advertisements.
C. the role of public service advertisements
So, what is the function of the so-called public service advertisement? Let's take a look at the role of public service advertisements.
The functions of public service advertisements are as follows:
The media is actually a propaganda tool, which teaches people various values and codes of conduct, guides people to accept new lifestyles, and integrates people into the social system created by the media. In the process of "creating identity", public service advertisement is the most realistic, direct and effective way.
For a long time, public service advertisements have been regarded as one of the means to solve different social problems and urge the public to cooperate with the social change movement with correct concepts and behaviors. It is a powerful tool for social marketing. The word "social marketing" first appeared in 197 1, when the principles and skills of marketing were used to advocate a social movement, idea or behavior. Since then, the meaning of this term has gradually evolved into the science of social change management, especially the design, implementation and control of change movements in order to improve the acceptance of a certain social concept or practice among one or several target recipients. In social marketing, public service advertisements in the United States and Japan have played a significant role in achieving the purpose of social marketing, that is, changing harmful concepts and behaviors, or accepting new ones, raising national awareness and helping to solve social problems.
Therefore, public service advertising is of great significance to our society.
Because public service advertising is advertising, we should use all advertising art means. Strengthen the theme, let the concept of public service advertising spread touch the soul, and sublimate it into a value concept among the public. Become a kind of outlook on life and values, and turn spontaneous one-off behavior into conscious lifelong behavior. Through the spread of public service advertisements, problems can be completely solved from the depths of people's hearts. The ultimate goal of public service advertising is to involve every member of society.
Reading for all, the moral of public welfare posters is to advocate reading for all and promote reading culture. According to relevant public information, the moral of public welfare posters is to advocate universal reading, promote reading culture, improve the quality of social civilization and advocate a healthy lifestyle. Its purpose is to publicize the importance of reading to the public, let people know more about the benefits that reading can bring to them, and at the same time stimulate them to learn knowledge, broaden their horizons and improve their thinking ability.
On Social Responsibility and Creative Expression of Modern Public Posters 20 17 Public Poster Design Competition Abstract: By thinking and introducing the creative process and techniques of my graduation design, this paper expounds the social responsibility and creative expression of public posters, and analyzes different creative expressions, which can play different roles and visual effects on creative themes. Better convey the information of modern posters, so as to better meet the needs of contemporary society and people's visual aesthetic taste. As an important member of poster family, public welfare posters bear more cultural connotations and more important social responsibilities and missions than ordinary commercial posters. Through the explanation of the relationship between the concept definition, theme, characteristics, functional significance and design works of public welfare posters, this paper reveals the reflection and criticism of public welfare posters on social reality. At the same time, the meaning of creativity and the importance of creativity in the creation of public welfare posters are emphasized, and the creative design of public welfare posters is briefly discussed in combination with the author's personal experience in graduation creation.
Keywords: public welfare poster; Social responsibility; Creative expression
First, the creative motivation and background of public welfare posters
As a graphic designer, we should first have a sense of social responsibility, pay attention to the trend of tense, and make contributions to society with our own design and creation. With the development of science and technology, the prosperity of economy and the unprecedented development of material civilization, the ability to transform the world's nature is getting stronger and stronger, and human beings feel more and more great and even begin to despise nature. In order to satisfy the ever-expanding material desire, human beings exploit ecology at will, even change and influence the laws of nature, which has triggered a series of chain reactions such as resource shortage, environmental pollution and desertification, posing a great challenge to human survival. While pursuing material civilization excessively, human beings ignore the spiritual balance, which directly leads to spiritual emptiness and dryness in such a utilitarian, noisy and disorderly living environment, thus extending various extreme behaviors and actions.
As a unique form of artistic expression, public welfare posters have functions and functions that other art forms do not have. An excellent public welfare poster can not only profoundly reflect the economic and cultural situation of modern society, but also play a guiding role in standardizing social behavior, improving social atmosphere and creating a good social environment, and is also a way to reflect social harmony.
Second, the social responsibility of public welfare posters
What is a public welfare poster? What is "public welfare"? In short, the so-called public welfare is the public interest. Compared with commercial posters, public service posters are not for marketing and profit.
My design theme is "victims of fashion". Speaking of themes, different from pure works of art, any design works have a purpose, or want to show the performance and quality of a commodity, or criticize a phenomenon, or publicize a certain idea. To sum up, the theme of public welfare posters is nothing more than three themes: people, people and society, and people and nature. DAF, the full name of DESIGNAGAINSTFUR, is a global public welfare design competition for college students. Every year, the competition has different design themes, aiming at eliminating potential and future fur consumers as much as possible by strengthening college students' awareness of animal protection. After all, fur is not a necessity.
Most consumers don't care much about the disasters suffered by animals for the production of leather clothes. They are only interested in the so-called fashion taught by the fashion industry. Others think that opposing fur is out of fashion. For example, fashion reporters claim that all celebrities and supermodels wear fur. Therefore, leather clothes or accessories enter their own wardrobes.
Many consumers naively think that furs sold in shops are imitations. They know that people have been preaching that wearing fur is inhuman for some time, and they also support this activity, or at least verbally. Now they think that the fur incident has passed, and they tried hard to oppose fur in the 1980 s, so now they see that the fur on sale must be fake. Some consumers don't even know that they are buying real animal fur. Advanced knitting and dyeing techniques often make other materials look very like animal fur, and also make real fur materials look like the original ones, and the application scope has also expanded a lot, which can be used to make sweaters, coats, collars, cuffs, and even hats, bikinis, scarves, wallets and boots.
A fur coat needs 30-40 rabbits' fur. Rabbit hair is cheaper than that of other animals. They are usually kept in narrow wire cages and confined in this narrow space all their lives. With illness, their short life is gloomy and cramped. Rabbits in the natural environment are clean animals, while farmed rabbits are surrounded by their own excrement for a long time, which leads to serious health problems. In the limited living space, these rabbits can only survive, and they are deprived of many instinctive activities, such as digging holes and running and jumping, which are just like the basic needs of human speech and activities. Rabbits were slaughtered by breaking their necks, strangling and crushing their skulls. The head of the body will be cut off and the fur will be peeled off. Some people think that rabbit hair is a by-product of meat processing, but in fact, the number of rabbits used in rabbit hair industry is much higher than that of rabbits eaten.
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Third, the creative performance of public service posters.
1, what is creativity?
Creativity, which can be translated into creation in English, is one of the most popular words at present. Originality and etymology of English words "idea" and "creative". "Idea" means idea, idea. Creative "means creative, creative. Together, the two become "creative ideas or concepts". What exactly is creativity? There are different answers. Some people say that creativity is whimsical, some people say that creativity is reverse thinking, breaking the routine, and some people say that creativity is brainstorming, the collision of different thinking, and the manifestation of inspiration.
The author believes that creativity is a well-known way to create new ideas and think that others can't think. Poster works, in particular, must be understood by everyone and unconventional, which probably depends on the level of creativity. The core of creativity lies in innovation, and the foundation of innovation is often association and imagination.
2. The importance of creativity to the creation of public welfare posters
Creativity is the soul of design. In poster design, creativity is the key to determine the design tendency, artistic conception and depth. Because creativity often reflects the uniqueness and unconventional thinking of the creator, it is usually very appealing and persuasive. Without a successful idea, a public welfare poster will appear mediocre, which can neither clearly convey the theme information, nor appeal, nor achieve the purpose of eye-catching and thought-provoking. Whether there is creativity, whether the creativity is clever and outstanding, and whether the theme can be fully expressed determine the success or failure of this poster work. As david ogilvy, an American advertising master, said, "If the content of the poster is not outstanding and creative, it is doomed to failure." It can be seen that creativity is important for the creation of public welfare posters. Successful creativity should be the perfect unity of form and content, sensibility and rationality, aesthetics and practicality. Public welfare poster is a kind of creation with strong purpose and function, and it must be designed according to its purpose and function, which is the starting point and essence of its creation.
References:
Wang Shouzhi. History of World Graphic Design [M]. China Youth Publishing House, 2002.
[2] Li Yanzu. Introduction to art design [M]. Hubei Fine Arts Publishing House, 2002.
[3] Zhou Zhiyu. Poster design [M]. Shandong Friendship Publishing House, 1998.
[4] Xie Liang. Refraction of visual emotion —— On the exploration of graphic expression in my graduation poster creation [D]. Nanjing Art Institute, 2008.
[5] Shen Wen. Public welfare posters-realistic portrayal and criticism of the cultural connotation and creative design of public welfare posters [D]. Xiamen University, 2008.
Author's name: Xie Wendan (1988. 10-), female, from Jining, Shandong Province, graduated from the School of Fine Arts and Design of Tianjin Normal University with the score of 20 10, mainly engaged in advertising design and advertising communication effect research.