Service Advertising - Advertisements that Spread Social Awareness
Over the years,
many discussions have taken place about the question - 'Is Advertising
Essential?' Despite conflicting views, if there is a mass acceptance
of a particular kind of advertising, it has to be Public Service
is Public Service Advertising?
Also called Public
Awareness Advertising, Social Service Advertising and Social Awareness
Advertising, Public Service Advertising refers to those advertising
efforts that are done as a part of social responsibility by entities
like advertising agencies, Government, NGO's as well as other business
objective behind Public Service Advertising
is to spread social consciousness among the masses and promote
important social issues which go unnoticed. Such advertisements
may range from being subtle to direct, and practical to ironic.
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.
of the issues discussed through Public Service Advertising
campaigns over the years include -
- Polio Eradication
- Eve Teasing
- Anti-Smoking Campaign
- Respect for National Anthem
- Family Planning
- National Integration
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 standout from the clutter of
all other advertisements.
Contributed By: Akanksha,
Advertising graduate and Freelance Writer [email protected]
Writing Services, India |