Understanding of advertisements The two advertisements I saw on TV left a deep impression on me. The following is my appreciation of these two advertisements: 1. AIDS public service advertisement "Love in the sun" 1. On the definition of public service advertisements (1) Public service advertisements are divided into: opinion advertisements, commercial advertisements and public service advertisements. At present, there is no clear definition of public service advertisement. In the existing definitions, there are many descriptions of public service advertisements from different aspects. Referring to various definitions, we can extract keywords such as public welfare, advertising, information dissemination, vividness and conciseness, non-profit purpose, artistry and concept. Personally, I think the following definition comprehensively summarizes the characteristics of public service advertising: The so-called public service advertising refers to the advertising activities that use artistic expression to spread beneficial social concepts to the public without direct profit, so as to promote their attitudes and behaviors to change. Public service advertisements are lively and short, with various forms of expression, which are easily accepted by the audience. (from the mystery of public service advertisements) (II) Characteristics of public service advertisements The essential characteristics of public service advertisements refer to the unique characteristics of public service advertisements relative to commercial advertisements and opinion advertisements, and are also the most essential reasons why public service advertisements are different from other advertisements. It includes: human nature, public welfare and non-profit characteristics. In addition, public service advertisements also have the characteristics of emotion and appeal, sociality and obligation, popularity and popularity. (3) Functions of public service advertisements The functions of public service advertisements mainly include: educational function, public opinion-oriented function, social care function, cultural communication function and aesthetic education function. Love in the sun is mainly an educational function, but I think it also has some public opinion-oriented and social care functions. 2. "Love in the Sun" This is a public service advertisement to promote AIDS, but it is different from traditional public service advertisements. This public service advertisement film is directed and starred by Andy Lau. The whole film can see more than 30 Hong Kong and mainland stars such as Kelly Chen, Karen Mok, Louis Koo and Jordan chan, which is unmatched by previous public service advertisements. The theme of this public service advertisement about AIDS is very serious, but the expression of this film far exceeds people's expectations. From this movie, we heard the well-known song Habanella in Carmen, but it was given new content: this famous song is full of new words about AIDS. In a dance scene, stars dress up as chefs, doormen, foremen or guests, and their every move is related to AIDS. Aids threatens everyone and every family, and it is the responsibility of the whole society to prevent AIDS. AIDS has spread to every corner of the world. Teenagers are the main group threatened by AIDS, but they are also the main force to prevent and control AIDS. It is everyone's responsibility to prevent and defeat AIDS. The more a person knows about AIDS, the less chance he will get infected. More tolerance for patients means less panic caused by ignorance. As Peter Piot, executive director of UNAIDS, said, "Our enemy is the virus, not the people infected with it. We fight with them and fight for them. " Because people don't understand AIDS itself, they often contradict it as soon as they hear it, which greatly hinders the propaganda and popularization of AIDS knowledge. In the past, AIDS public service advertisements mostly used simple ways to tell AIDS knowledge or to show the real consequences of AIDS to the audience. These methods are difficult to be accepted by the public because of their single form, and they are not ideal. On the other hand, love in the sun is different. It adopts an opera-like way to let the audience watch it in a relaxed and happy mood and learn about AIDS at the same time. More importantly, ZTE's participation in the performance will not only attract people's attention more easily, but also play an exemplary role, making the audience, especially teenagers, more willing to watch and accept the AIDS knowledge spread in advertisements. 2. I didn't understand the advertisement of "retired milkman" in class (the reason is analyzed as follows). After I went back to my dormitory, I looked for it on the Internet and read it once, which may be different from what I saw in class. The advertising process goes like this: in the porch of the villa, an old couple are hugging and kissing. Both of them have gray hair and wrinkled faces, but they are full of energy. After the passion, the man was reluctant to go until the woman smiled and waved goodbye. Whistling, he strode down the steps like a child, turned the corner and knocked on the door of another villa. The lady who opened the door took him in her arms in surprise, and then gently closed the door. The headline reads: "Roger Daley, 67, retired milkman. He is still wandering around here. " The old man took a sip of milk with amorous feelings and deeply recalled the experience just now. The subtitle is: "milk, a magical thing." The special feature of this advertisement is that the milk in the film has no brand. In fact, this advertisement is made by the Australian Dairy Industry Association to promote the consumption of milk. Milk used to be a common food for people to keep healthy, but this advertisement makes the audience feel that milk is not only food, but also a passionate water and aphrodisiac, which can make men full of charm forever. As a kind of food that is often eaten at ordinary times, consumers are very familiar with its own functions and characteristics. However, in the retired milkman, milk has a connection with sex, which produces an unexpected feeling. This is why I didn't understand it when I first saw it in the classroom. This is related to western culture and also shows the uniqueness of advertising production. It means: if you want to be charming, drink milk! Even a retired milkman can. Why not? Just drink milk. This is my understanding of choosing a retired milkman in the advertisement. I don't know if it is right. This unique way makes people have infinite reverie and triggers people's desire to buy. I think this is a place where other public service advertisements should pay attention to learning. In addition, this method can also be used to attract consumers' interest in highly homogeneous commodity advertisements. . . . . . Give me five stars, please. . . . Hmm. How interesting

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