Public
Service Advertising - Advertisements that Spread Social Awareness
Over the years, many debates have been held
in a bid to answer the crucial and all-pervasive question - Is Advertising
Essential? Despite conflicting views on the same, if there is generally a
mass acceptance of a certain kind of advertising, it has to be Public
Service Advertising.
What is Public Service
Advertising?
Also called Public
Awareness Advertising, Social Service Advertising and Social Awareness
Advertising, Public Service Advertising refers to those
advertising efforts which are done as a part of social responsibility by
such entities as advertising agencies, Government, NGO's as well as
other business organizations.
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The main objective behind Public Service
Advertising is to spread social consciousness among the masses and promote
important social issues which generally go unnoticed. Such advertisements
may range from being subtle to direct, and practical to ironic.
Trivia:
Alyque Padamsee was the first Indian to enter the
'CLIO Hall of Fame' for his public
service film - India on Handicapped Children: The story of Hope. |
Today, Public Service Advertising has become
very popular and is considered to be one of the most effective means to
create social awareness and bring about a change / shift in the mindsets
of people.
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Some of the issues
discussed through Public Service Advertising campaigns over the years
include - |
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- Polio Eradication
- Eve Teasing
- Anti Smoking Campaign
- Respect for National Anthem
- Family Planning
- National Integration
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When it comes to effective Public Service
Advertising, it is essential to keep the target audience in mind while
creating the social message. A thorough understanding of the target group
further improves the impact of the message being delivered.
Public Service Advertisements should carry a
short message which is to the point. Such messages can be dramatic and
should ideally stand out from the clutter of all other advertisements.
Contributed By :
Akanksha, Advertising graduate and Freelance
Writer akanksha.sinha@gmail.com
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