I. Categories of public service advertisements
From the identity of advertisement publishers, public service advertisements can be divided into three types. The first category is public service advertisements directly produced and published by TV stations, newspapers and other media. For example, CCTV often publishes such advertisements. This is the political and social responsibility of the media. Second, public service advertisements issued by social specialized agencies. For example, UNESCO, UNICEF, the World Health Organization and the International Wildlife Conservation Organization have published public service advertisements such as "Protecting cultural heritage", "Children have the right to education", "Don't discriminate against AIDS patients" and "Protecting rare animals" respectively. Most of these public service advertisements are related to the functions of publishers. The third category is the public service advertisements issued and produced by enterprises. For example, Boeing released public service advertisements such as "Bringing people together", and Ericsson released "Care comes from communication". Enterprises have not only done good deeds, but also established their own social public welfare image.
From the perspective of advertising carrier, it can be divided into media public service advertisements, such as advertisements published on TV and newspapers and outdoor advertisements, such as public service advertisements on stations, buses and road signs.
From the theme of public service advertisement, it can be divided into political policy topics, such as 20 years of reform and opening up, welcoming the 50th anniversary of the founding of People's Republic of China (PRC), rejuvenating the country through science and technology, democracy and legal system, and helping the poor. Festivals, such as May Day, Teacher's Day, Double Ninth Festival and Arbor Day. Social civilization, such as protecting the environment, saving water and caring for the disabled; Health categories, such as smoking ban, national fitness, like eyes, etc. ; Social focus categories, such as laid-off, counterfeiting, pornography and illegal publications, drug control, hope project, etc.
Second, the development and present situation of public service advertisements at home and abroad
Public service advertising originated in foreign countries earlier. Nowadays, in developed countries in Europe and America, public service advertisements have become quite popular, especially TV public service advertisements. Television public service advertisements first appeared on television networks in the United States, France and other major countries, such as ABC in the United States and CANAL+ in France. Later, 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 and institutions, such as the International Red Cross, the World Health Organization, the National Institutes of Health and UNICEF. Some big companies spare no effort to make public service advertisements while releasing commercial advertisements. For example, IBM's "Four Seas", General Electric's "Illuminating Life" and so on. These large companies are keenly aware that although public service advertisements do not directly promote their products, they can highlight their social responsibility consciousness and love, establish a good and noble social image of enterprises, and enhance their brand impression through frequent broadcasting, so they actually play a role in promoting themselves. These companies combine commercial advertisements and public service advertisements perfectly, and take a two-pronged approach to firmly occupy the leading position in world advertising, which can be described as both material and spiritual harvest.
In China, public service advertisements have also made great progress in recent years. 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 for TV, CCTV's "Network Broadcast" column opened the precedent of public service advertisement in China TV station. Now, almost all TV stations above the city level have public service advertising time.
Third, the principles and characteristics of public service advertising creation
The creation of public service advertisements should not only follow the creation principles of general advertisements, but also embody the personality principles of public service advertisements. The personality principles of public service advertising creation include the following aspects.
1, ideological and political principles
Public service advertising promotes creativity. Ideas belong to the superstructure, and ideological and political principles are the first priority.
Ideological and political principles also require public service advertisements to have elegant taste. That is to say, we should unify ideology and artistry and integrate ideology into artistry. At the 43rd Cannes International Advertising Festival, there was an advertisement against racial discrimination. The picture shows four brains, the first three are the same size, and the last one is obviously smaller than the first three. The subtitles are Africa, Europe, Asia and racist (all under the corresponding brains). Let the audience think and experience for themselves. The unique creativity is amazing.
2. Advocacy principle
Public service advertisements should publicize ideas or codes of conduct to the public in an advocacy way. The two sides should communicate equally. It is absolutely unacceptable to pretend to be an educator, condescending and speaking in a tone of educating others.
This is not to say that public service advertisements cannot oppose bad behavior and bad atmosphere. The advocacy principle of public service advertising requires us to give priority to positive publicity, supplemented by reminding and persuading, and communicate with the public on an equal footing. There are many successful examples in this respect, such as "Cherish your summer vacation time", "Your family expects you to come back safely", "Protect water resources" and "Children, don't join the smokers".
3. Emotional principle
People's attitudes are rooted in emotions. If the concept can be attached with emotional elements that are easily perceived, it will arouse people's resonance, not to mention that orientals attach great importance to feelings.
For example, an advertisement broadcast by Fujian TV Station, "The two sides of the strait love each other, and the flesh and blood look forward to reunion", successfully appealed to the idea of reunification of the motherland.
Fourth, the creativity of TV public service advertisements.
How to make the public feel interesting, curious, relaxed and attractive, so as to skillfully make the public accept it from the heart is the producer's primary task. For example, "Save electricity and turn off the lights when going out", let's see how Russian advertisers do it. A group of pictures, a couple quarreled upside down, the husband couldn't bear it, packed his clothes and ran away from home. My wife woke up from a dream and cried with several children in her arms. After a while, the door suddenly opened and her husband appeared at the door. Husband is back! The wife and children were about to smile through tears, but the husband reached out and pulled, slammed off the switch on the wall and slammed the door and left. The room suddenly darkened. Subtitles appear: save electricity, lights go out when people walk. This is creativity, an unexpected ending.
Compared with commercial advertisements, public service advertisements are relatively free in creativity, because commercial advertisements are bound to be restricted by advertisers. However, public service advertisements only need to conform to their own moral norms and laws, and are less restricted, so creators have more room to play.
A good TV public service advertising idea should have the following characteristics:
1, profoundly reveal the essence and thoroughly analyze things.
CCTV once broadcast a public service advertisement, warning people that smoking is harmful to their lives. In the TV picture, the word "smoking" appears in an eye-catching position, and the background is a combination picture of smoking endangering health. The "fire" on the half of the word "smoke" lit a cigarette and burned a series of amazing numbers:
Every year, the number of deaths caused by smoking in the world reaches 3 million, accounting for 5% of the annual deaths; Every 10 second in the world, 1 people die from smoking;
The average smoking rate of men over 0/5 years old in China is 61%; ……
The deep voice-over further reveals the essence:
Smoking is the biggest threat to human survival after war, hunger and plague.
Groups of amazing figures and shocking warnings tell the dangers of smoking in essence, which makes people feel pale. It goes without saying that it has received good publicity and warning effects.
A good advertising idea is the crystallization of wisdom, which will double the warning and educational effect of public service advertisements.
2, a high degree of artistic concentration, clever and implicit metaphor
Television public service advertisements must be compact and short, and must not be delayed. However, the publicity effect is short and pithy, with strong authenticity. This requires that what you tell people should be highly concentrated in a dazzling moment.
An award-winning public service advertisement in Shandong Province 1997 is an unforgettable masterpiece. As soon as the advertisement started, an apple flower filled the screen. After the flowers withered, the green branches produced an apple. The longer the apple grew, the bigger it became, and it grew into a huge and delicious apple. When the fruit disappears, two small apples are produced. When the fruit disappears again, four small apples are produced ... After several hidden appearances, all the branches covered with fruits are thin and small. At this time, the overburdened apple branches were crushed with a click-the picture was frozen. A meaningful voice-over came from a distance: human beings should also control themselves.
The concentration of art and the exquisiteness of metaphor can shorten time and space by ten times, and increase appeal and persuasion by a hundred times.
3. Moderate exaggeration and incisive warning.
Good advertising creativity can not be separated from subtle metaphors, but also from moderate and accurate exaggeration. After telling people bluntly that "China is a country lacking in water resources", the public service advertisement of cherishing water resources broadcast by CCTV warns people without exaggeration: If water resources are wantonly destroyed, the last drop we see will be our own tears! On the screen, a crystal tear slipped from a beautiful big eye. People are awed and shocked by its smell. It's really a warning motto, the finishing touch.
Often watching TV public service advertisements, I always feel that the creative styles are different and have their own advantages: some tell the truth and enlighten the mind; There are wonderful metaphors that are amazing and criticize the disadvantages of the times; Harsh warnings and thought-provoking; In short, an excellent TV public service advertisement will always fully reflect its creative effect through sound, video, subtitles, audio and other TV means, so as to produce the best social benefits and achieve the purpose of warning and education. Seeing creative public service advertisements is an artistic enjoyment.
Public service advertisement is not only a government action, but also needs the participation and support of the whole society. If more entrepreneurs can realize this and actively participate, China's future public service advertisements will have a broader world and a better prospect.