Public Service Poster Courseware - Awareness and understanding of public service poster design

How to design public service posters?

1, public service poster design need to find a good entry point

The same theme, the same meaning, different people will use different ways of expression, their entry point will not be the same. In the design of public service posters, it is particularly important to choose a good entry point. For example, the design of a public service poster works to promote compliance with traffic regulations, from the consequences of non-compliance with the law to the creative we can describe the tragic accident scene, and in this way to deter the audience, but also from the non-compliance with traffic laws and regulations after the accident to bring the family to the grief to cut, but also to describe the life of the warmth of the beautiful to remind people to cherish life.

2, public service poster design with graphics to speak

Graphic language for public service posters is the best language of communication, he is different from the language of text and sound language, graphic language has an absolute advantage over the other two languages. First of all, graphic language is easy to express the designer's intention and be memorized by the audience. Secondly, graphic language can express complex emotions and meanings with simple graphics, and can trigger more thoughts. Thirdly, graphic language is a borderless language, no matter the cultural level of the audience, which language they use, they can understand the meaning.

3, public service poster design need to give full consideration to the public service posters of national and current affairs

Public service posters as a special mass media, should be given full consideration to the issue of national culture, "national is the world," such a concept is not new, but it is worth thinking about. In recent years, a large number of "Chinese style" works in the literary and artistic circles have confirmed this viewpoint, and I will not repeat it here.

On how to design public service posters, Qingteng Xiaobian share with you here. If you have a strong interest in page layout, website design,

graphics

and so on, I hope this article can help you. If you still want to know more about graphic design materials and techniques and other content, you can click on other articles on this site to learn.

If you want to learn more about graphic design materials and techniques, you can click on the other articles on this site to learn.

Cultural qualities of public welfare posters

Abstract: This paper analyzes the plane public welfare poster art in the information age to convey the concept of design, style and unique artistic charm, expressed its embodiment of the cultural characteristics of the public welfare poster art has a distinctive cultural public welfare subject matter, and its series, localization, symbols, and other forms of expression, to become a representative of the media to reflect the times of culture, advanced culture. It has become a media representative reflecting the culture of the times and the advanced culture by its serialization, localization and symbolization.

Keywords: the perception of the information age, public service posters cultural qualities

In the information age where graphic language has become the dominant communication, we have entered a new century of design culture. The fusion of design and culture builds up the cultural life form of diversified design, which makes the concept, thinking, style and aesthetics of design permeate with unique cultural values.

Poster art (i.e., poster advertising, English translation: Poster

Advertisement) has a history of more than a hundred years, is a kind of outdoor print advertisement posted in the public **** place, it is mainly divided into two types of commercial posters and social welfare posters. Although the poster art with the arrival of the information age and face the impact from newspapers, magazines, television and other media, but constantly seeking different and innovative public welfare poster art shows a high cultural content and in the visual expression of the unique artistic charm, is still in the advertising and publicity media in an important position. Pure economic interests for the purpose of commercial posters due to the limitations of the target audience for the product, can not get rid of the fierce market competition and economic manipulation, too much attention to the material level of commercial value, thus ignoring the spiritual level of cultural value, artistic value, it is difficult to obtain long-term vitality, in the information age today, many companies have been married to public service posters as a way to shape the image of the enterprise itself! Today, in the information age, many enterprises have married with public welfare posters as a way to shape their own image of the media window, the operation of commercial posters also pay more attention to culture and art, in order to shorten the cultural gap with the public welfare posters, and then improve their affinity and reputation. It can be seen that the public welfare posters in the information age in this diversified design field, for designers to provide unlimited creative space, but also become a modern design culture and concepts of the disseminator, it effectively convey the human spirit of the cultural field of the theme of the magical visual symbols, in the extraordinary creativity of the injection of cultural concepts, so that the design of the dialogue with the soul, conveying the visual semantics of the design culture and vitality and become a media to reflect the culture of the times, advanced culture, the media. It has become a media representative reflecting the culture of the times and advanced culture.

The public welfare theme reflecting the cultural concepts of the times

With the increasing integration of the international economy, the great changes in the communication space, art and cultural exchanges and interactions, people are increasingly in need of diversified sensual satisfaction of the spiritual world, and the poster art as a medium of information dissemination and exchange of communication, graphic language and cultural concepts injected into the theme of the design of the collision of the people's lives and the spiritual realm, and become one of the most spiritual penetration of the media. Poster art, as a communication medium of information dissemination, collides with people's life and spiritual field with graphic language and theme design infused with cultural concepts, and becomes one of the most penetrating media.

The concept of culture has long been integrated into all human activities, throughout the material and spiritual space of mankind, the word culture in the "Sea of Words" in the "broad sense refers to the sum of material and spiritual wealth created in the process of human social and historical practice. In a narrower sense, it refers to the ideology of a society, as well as the systems and organizations that go along with it". It can be seen that culture is a kind of accumulation, is a creative process, ideological concepts, values and humanistic spirit is the most basic factors constituting culture, different times will convey a unique cultural outlook, modern art design in the process of modern civilization embodied in the advanced concepts of design, design ideas, design techniques are all embedded in the creative spirit of modern culture, and as a modern art design of graphic public service posters are Reflecting the deep structure of the human spirit of values, morals, aesthetics, outlook on life of the ideology, and the group behavior mode to guide, promote the new concepts of the times, triggering the public **** consciousness and public welfare behavior, this meet people's spiritual needs of the functional needs of the work of art is bound to be endowed with a profound cultural qualities. "Theme is a kind of idea, is the basic element of all art works ****." [1] The theme of spreading clear concepts and ideas is the core and soul of the design process of public service posters, which itself contains profound cultural connotations and philosophies. International and domestic advertising design authorities almost every year from a cultural perspective to launch a different social public welfare theme poster design competition, so that designers in the thematic limitations to the sub-thematic way of multi-angle, multi-faceted visual language to explain man and man, man and society, man and nature of the eternal topic, to show the traditional virtues, ethical public **** and social care. The rich and distinctive theme posters spread spiritual civilization, guide social opinion, dominate the public's ideology and behavior, and promote the rapid development of social welfare undertakings. For example, the annual public service advertisement design competition jointly initiated by China Advertising Association and China Industry and Commerce Bureau has launched the theme design of "Chinese good manners" to promote the excellent traditions and virtues of the nation since 1996, and then launched the theme design of "self-improvement creates splendor" in succession, "flood spirit", "the return of Macao", "establish a new style, towards a new century" and other themes, reflecting the spirit of the era's cultural subjects, implicitly inspire and educate people. Summarized, reflecting the main theme of the era of cultural public service posters are usually divided into the following categories:

(a) environmental protection of human society as the theme

Humanity in the pursuit of high speed of material and economic development, ignoring the protection of human living space, mankind's unlimited development of limited resources and the environment, so that the Earth is increasingly facing a crisis, environmental protection has become the most important issue of concern to the world. So "protect nature, protect the environment, protect wildlife, save land resources, save water resources, and prevent water pollution, prevent air pollution, prevent noise pollution," and other topics have become the theme of public service posters called to convey the beautiful hope that mankind and nature are in harmony ****.

(2) Human life and health as the theme

Precious life, respect for the value of life, choose to live a healthy and safe life, which is the most basic human desire, but also social care. Therefore, the theme of "refusing drugs, cherishing life, anti-smoking, anti-alcohol, traffic safety, hygiene and epidemic prevention" and other subjects related to the value of life are more affinity and shocking.

(C) to promote new social customs and virtues as the theme

Society is the big family, carry forward the fine traditions and virtues inherited by the Chinese people for thousands of years, arousing the public's awareness of public morality, **** build a new social customs is the call of the times. This touches on the "family harmony, respect for the elderly and children, family and friendship love, compliance with the law, mutual love, protection of the legitimate rights and interests of women and children, and curbing domestic violence, suicide," and other topics have long been public service posters in the good and evil propaganda theme.

(4) Revitalization of education, science and technology development as the theme

Education and science and technology are the basis of national economic development, the root of national wealth and strength, education determines the quality of the nation, science and technology drives the economic take-off, "Project Hope, out-of-school children, the students' burden and reduce the burden of the problem, re-employment projects, respect for intellectual property rights to combat piracy," and other topics have become public service posters. The theme of "Project Hope", "Children out of school", "Increasing and decreasing the burden of students", "Re-employment project", "Respecting intellectual property rights and combating piracy" and other topics have become the theme of public welfare posters.

(E) to improve the population quality of society as the theme

With the development of human society, on the one hand, the highly technological market economy needs high-quality personnel, on the other hand, the relationship between mankind and the Earth is becoming increasingly tense, the Earth's home can not withstand the infinite growth of population density, the "control of the population, family planning, population aging, The theme of "population control, family planning, population aging, and high-quality talents" has become the subject of reflection.

(F) to promote national culture and patriotic spirit as the theme

National culture and art is the treasure of human culture, to promote traditional culture and art is the social responsibility of the mass media. All the promotion of national prosperity, development, peace, unity and other subjects are the theme of public service posters.

(VII) to disseminate the concept of the times, cultural subjects as the theme

Step into the information age, breeding a new culture, new ideas, new thinking, synchronized with the times, everything needs to be communicated. This poster theme of releasing cultural concepts will give people a deeper thinking and pursuit of the future.

The pursuit of the theme of the series of cultural expressions

High-speed information technology brought about by the competition in the industry prompted the rapid development of communication media, bombardment of media advertising so that consumers are overwhelmed by information surrounded by people have been in the state of audio-visual numbness, acceptance of information is increasingly personalized, the information induction rate of forgetfulness is high, the information age of the advertising media will be faced with new challenges and opportunities. The advertising media will face new challenges and opportunities in the information age. Graphic public service posters such as graphic media communication media, by virtue of the static image on a square inch of paper in addition to the pursuit of cultural taste, how to improve the viewer's visual attention rate and the rate of acceptance of information? In recent years, the theme of public welfare posters series of appeals formed by the large-scale visual advantages, can make the theme of multi-level and multi-angle in-depth performance, not only to improve the dissemination of strength, but also to make the theme of the guiding and persuasive function of a more intimate, strengthened the concept of the enrichment of the visual performance. This kind of cultural expression of pursuing series of sub-themes under the command of the central theme, and the deep thinking and extension of its connotation reflect another cultural characteristic of public welfare posters in the information age.

(I) A series of sub-themes focusing on the idea

Any work should convey the idea of the theme and reflect the idea of creation. The series of sub-themes belonging to the central theme must clearly express the ideological core of the poster theme, that is, to convey the idea must be focused, not only concise and clear, but also give a clear and unambiguous concept, so that by a number of sub-themes of the same idea of the composition of the series of combinations to build a solid idea of the fortress, and the formation of a strong visual lineup and the theme of the attack, which can be made to the viewer in the depth of the theme of the understanding, but also enhance the memory. The memory is strengthened.

(II) unique expression of multiple perspectives

After clarifying the core of the central theme of the idea, the expression of the series of sub-themes must be from a novel and unique perspective to cut into the theme, and create a set of node-type sub-themes with unique insights, so as to specifically develop its expression, fully expanding the imaginative thinking: or from the perspective of the macro-angle, the perspective of the value of the community, the perspective of the individual concept, From the macro point of view, social value point of view, personal concept point of view, harm point of view, etc. to dig out new ideas; or use the metaphor, inference, analogy, assumption and other rhetorical techniques in literature to enlighten innovative thinking, from which to seek for the most novel, the most connotative, the most wonderful group of language structure form the unification of the sub-themes, which will be used as a creative design in the expression of the theme of the concept and creation of the picture effect of the basis of the positioning is the formation of the series of the style of the inner lifeblood. Multi-level, different angles of interpretation will highlight the strength of the theme of the information, so that the public in the same cultural concept of information transfer to accept the concept, accept the information, this distinctive theme of the series of styles reflect the charm of the personality of the work.

(C) reveal the deep connotation of the theme

If a piece of design work, especially the dissemination of concepts of design work can not explore the heartwarming connotation of the idea, of course, can not be regarded as a masterpiece. The depth of thinking power of public welfare posters actually comes from the designer of ordinary life of careful perception, thinking about the concept of life, value, aesthetics, the creation of philosophical, not only the most able to let the majority of viewers in the emotional **** Ming Ming topic, but also with the help of different means of expression to indirectly imply a profound philosophy, so as to give people more cultural revelation.

By the central theme of the idea of the sub-theme in the series of cultural expression, focusing on the pursuit of concentrated ideas, unique expression, profound connotation, but also special grasp of the visual unity of the series of styles. Series style in the public welfare poster theme creation in the use of its value effect not only to make the theme idea in the repeated emotional **** Ming, but also to make all the information elements to obtain a complete unity of visual induction, that is, on the one hand, is the theme of the idea of the complete unity: from the central theme of the ideas derived from the main body of the sub-masters must be subordinate to the theme of the idea; on the other hand, is the complete unity of the constituent elements: the text of the language style of the inner unity, the main advertising screen, the main visual unity style, the main visual unity style, the main visual unity style. On the other hand, it is the complete unity of the constituent elements: the inner unity of the language style of the text, the inner unity of the main image of the advertisement screen, and the inner unity of the overall layout design style of the advertisement. For example, the poster design created by Wei Zheng to reflect the annual theme of "environmental protection" adopts a series of thematic creation style, respectively, with "gold environmental protection", "wood environmental protection",

Injecting the design concept of local culture

The famous German designer Hogg Mathis once emphasized that: The design concept of local culture is not only the same as that of Chinese characters. Mathis once emphasized: "any country's design, should reflect the country's roots, this root is their own culture." [2] Every nation has its own splendid culture, are fond of their own bloodline integration of local culture, which is the designer to explore the source of cultural characteristics. Although the public welfare poster design in the information age pays much attention to the mutual integration and promotion of design concepts and design technology with international advertising media to obtain **** development, as a social and cultural design, it inherits the thousand years of splendid traditional culture, and it needs the nourishment of local culture in order to be able to develop. Poster design in the injection of local culture, in essence, is the process of re-knowledge of traditional culture, in order to absorb the essence of national culture to enrich their own personalized language, in the modern design of **** to seek personalized creative expression, this will be injected into the traditional cultural elements of modern design concepts of creativity embodies the public welfare posters in the age of information design and another cultural qualities.

China is an ancient oriental civilization, has accumulated a very rich national culture and spirit, traditional culture and art shows infinite aesthetic connotation, traditional painting (such as: traditional brush painting, ink painting, murals, etc.) embodies the kind of charm, ethereal art spirit; folk art works (such as: paper-cutting, lacquer painting, New Year's Eve, dyeing and weaving, etc.) reflects the folk customs and unique artistic charm, all of them are the folklore. The artistic charm of folk art works (such as: paper-cutting, lacquer painting, New Year's painting, dyeing and weaving, etc.) reflects the folk customs and unique charm of folk culture, which all contain the complex of national culture and become inexhaustible cultural resources for modern design. Conceptual thinking and personalized performance is the pursuit of innovative design of public service posters, deep excavation of traditional cultural resources and image elements, cleverly absorbed and applied to modern design to reflect the Chinese cultural connotation of personalized design. KAN Tai-keung, the internationally renowned Hong Kong designer, can be regarded as a model of modern Chinese designers. The former Chief Curator of the Hong Kong Museum of Art, TAM Chi-shing, commented in his article: "KAN Tai-keung specializes in modern ink painting. He combines traditional Chinese painting and Western design concepts into one, opening up a new realm for landscape painting." [3] His work, "Ink Painting", is an example of a modern Chinese designer. [3] His "Elemental Timing Poster Series", "The Age of Ink and Wash", "Chinese Characters Poster Series", "Hong Kong New Design 15", "Caring for Nature Series", and other cultural public service poster designs are all infused with Chinese cultural connotations, and emphasize on the integration of the traditional painting's brushwork, ink and ink interest, and charm into the modern design language, which forms the unique design language of Kan's work. Jin's unique style has become very influential in the international design community. Since 1991, "Taiwan Impression Poster Design Association" has been launching annual theme posters with the ideology of "love Taiwan, emphasize culture and care design", aiming at reflecting the splendid Chinese national culture and the spirit of the times, e.g.: "Taiwan TANWANAN" created by Lin Panchao. Taiwan TANWAN" series of posters created by Lin Pan Shuo; "Good weather" and "Pray for peace" created by You Ming Long; "Blessed Life", "Prolonged Age", "Great Love", "Long Life" series of poster designs created by Cheng Xiang Ru; "Communicate" series of thematic designs created by Kan Tai-keung, and so on, from the creation of these annual thematic posters, we can see the combination of the traditional Chinese culture and visual elements with the modern design concepts, and the combination of the design of the poster and its visual elements with modern design concepts. The combination of traditional Chinese culture and visual elements with modern design concepts, and their exquisite use in design, all make people feel the profound meaning, the spirit of the times and its unique artistic charm embodied in the creative design of public welfare posters.

Symbolic graphics to convey cultural concepts

With the extensive penetration of information technology in the field of communication media, public service posters in the form of graphic design with the modern advertising activities into the international trend, and gradually become a graphic language beyond the country with a foundation of **** literacy, in order to adapt to the age of information dissemination of the design of the cultural needs of the media in order to get more attention in the fierce competition. In order to adapt to the cultural needs of design in the era of information dissemination, in order to gain more attention in the fierce media competition, the symbolic graphics that convey cultural concepts have become another significant cultural feature of public service poster art in the information age.

Symbol is a highly conceptualized pointing image with rich cultural connotation. As a mass communication media, public welfare poster art creatively uses novel and wonderful symbols and graphics to express the image of cultural concepts, focusing on the depth of the subject connotation, that is, relying on images to express the symbolism of the object, and through the rich and colorful artistic techniques to express, thus embodying a form of visual symbols that is not only concise but also rich in information connotation, and give a clear meaning to the point.

"Graphic (graphic) is the term commonly referred to those with the nature of the advertisement of the pictorial works, with the view that the design of the visual symbols intended to illustrate a certain concept, in short, it is clear and art work has a very different nature and meaning." [4] The concept of graphics is constantly extended with the development of science and technology, from the graphics produced by traditional handmade techniques to the modern photography, computers and other scientific and technological means of interpretation of the graphics, all impregnated with different cultural concepts of the significance of the symbols, thus forming a rich graphic vocabulary, and has become the main carrier of the information projected in the media communication. "The so-called 'design' is the transformation of these advantages of the visual language into a powerful launching force and compel the audience to accept the effect." [5] Symbolic graphic design is mainly based on associative thinking, relying on the designer's imagination, and realizing creativity through the similarity of the image of the object and the symbolic point of the graphic. In the public welfare poster design, the image elements and text elements constitute the structure of the graphic symbols of the foundation, the designer must be from the artistic point of view, the design of the image elements and text elements to carry out wonderful artistic imagination, in the design of the subject of the object to understand and analyze, and strive to find a most revealing theme of the deep cultural connotations of the imagery image, and then use a variety of artistic expression: or painting, photography techniques To express the real image; or using contrast, exaggeration, association, invisibility, space and other diversified means of expression to shape the theme of the mood; or the use of textual language symbolism to interpret the theme of the work, etc., and strive to obtain a symbolic meaning, more graphic rationality, the new textual form of visual communication, i.e., symbolic graphic, at the same time, this communication must be simple and easy to read as a prerequisite for the basis of * * * literacy. In fact, there are many objects in our lives have rich cultural connotations and symbolic meaning, can be transformed into symbolic graphics, such as: tea set, fan, pen, ink stone, mouse, nails, sign language and so on objects can be reflected in the designer's creativity of different cultural concepts pointing to the public welfare posters, we are not difficult to perceive from the many outstanding designers of public welfare posters in the symbolic graphic forms of art and cultural charm and conveyance of concepts pointing, for example:: the new textual form of visual communication, that is, symbolic graphics, while this communication must be simple and easy to read on the premise of *** knowledge-based. For example, a poster created by a Polish designer for the Warsaw Prohibition Association adopts the typical conceptual point of symbolic graphics, with the theme of anti-alcoholism, the whole picture does not have a single text, but only a bottle wrapped with a rope and a black background, the simple visual form conveys a profound visual semantics, and the twisted shape of the bottle reflects the similarity of the image of the subject object, and the image of the subject object is similar to that of the bottle. The shape of the twisted bottle reflects the image similarity of the subject object, i.e., the visualization of the concept of alcoholism, and the black background and the twisted rope give people a sense of death and desperation, which is symbolic of the concept of harm, and the artwork cleverly conveys these two concepts with the graphic symbols, so as to reveal the theme of the harmfulness of alcoholism. Therefore, the excavation of visual symbolic elements can be sought from the following aspects: (1) In the process of analyzing the theme, develop deep association, so as to bring out a variety of visual images associated with the theme, and finally seek the most representative imagery image. (b) In the process of analyzing the theme, from the conceptual point of view, we seek for "homogeneous and heterogeneous" visual images which have the same connotation structure as the words. (c) In the process of theme analysis, the visual language of unique meaning is obtained from accidental shapes. It can be seen that the symbolic graphics in public service posters contain rich cultural connotations.

Faced with the "information technology global **** enjoy" era, the cultural connotation of public service poster art will continue to extend, the cultural characteristics are more prominent. Computer graphic design created by the unprecedented high precision, high efficiency, as well as rich and new visual expression effect, for public service poster designers to provide an unimaginable creative space and a rich form of artistic expression, become a new standard of operation, and drive the art of public service posters to a broader prospect.

Knowledge and understanding of public service poster design

A. What is a public service announcement

What is a public service announcement, let's look at an example. CNN broadcast an advertisement: two young children playing together intimately, the following were written Israelis, Palestinians; followed by the emergence of Bosnia and Serbia young children, Iraqi and Kuwaiti young children, and other groups of intimate play footage, and then subtitles! Then a caption reads: Stop the war, for the sake of the children. Signed: UNICEF - United Nations Children's Fund, this is a typical public service announcement. Like this kind of advertisement is not to create economic benefits by charging commercial publicity, but to "free sell" some kind of consciousness and proposition, to convey some kind of civilized moral concepts to the public, in order to improve their civilization, and to obtain good social benefits, this is public service advertisement. PSAs are designed to create an atmosphere and momentum, i.e. a certain social atmosphere. In a sense, a city, a region, a country, the level of public service announcements is an important symbol of the city, region, country people's cultural and moral standards and social atmosphere. The main role of public service announcements is twofold, one is to disseminate social civilization and promote morality; the other is for enterprises to establish their own good social image through it and consolidate their brand image. 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 interest can be understood as the public interest.

Public service announcements (PSAs) convey a certain idea, call on the public to pay attention to a social problem, regulate their behavior in the public interest, and support or advocate a certain social cause or social trend.

The initiator of a public service announcement invests time and money to communicate to a wide audience through the mass media an idea or opinion that is favorable to the public interest.

In the United States, public service announcements (PSAs) are designed to enhance the general public's understanding of salient social issues, to influence their perceptions and attitudes toward these issues, and to change their behaviors and practices, thereby contributing to the resolution or alleviation of social problems. One type of advertising is PublicAdvertising, which is published by social organizations such as Greenpeace, Animal Protection Society and other social groups to address the social problems they are concerned about. The other type is OpinionAdvertising, which is the attitude of a corporate group towards various social phenomena. This is a kind of extension of corporate image advertising, indicating the personality of the company in society.

In Japan, PSAs are called public service announcements (PSAs), and the Dentsu Advertising Dictionary defines them as "advertisements in which a company or organization expresses its function and responsibility to society, shows that it is concerned about and participates in solving social and environmental problems, and clarifies this intention to consumers." It is similar to American opinion advertisements in that the purpose is to create a public relations image of the company itself among the public.

B. Characteristics of PSAs

Let's analyze PSAs further.

It probably has the following characteristics:

(1) Non-profit. PSAs aim at the harmonious development of people and society, people and nature, and promote the development of society with the purpose of social protection and enhancement of group literacy. Focus on social benefits. Compared with commercial advertisements, which are entirely profit-oriented, public service announcements are non-profit. Any unit or individual engaged in public service advertising, his ultimate goal is the public interest, rather than for profit.

There is a point to be made that not for profit does not mean that engaging in public service advertising is a loss, but should be flat or surplus. Only engaged in public service advertising units or individuals for the surplus shall not be distributed among the owners and managers, must be used to improve the quality and quantity of public service advertising.

(2) Conceptual. Public service announcements appeal to the concept, the dissemination of a concept, prompting the public enlightenment, introspection, attention to a social problem, in line with the public morality of social behavior as a criterion to regulate the behavior and physical conduct to form a good social climate, or support a social cause. It spreads spiritual concepts rather than material goods.

(3) Wideness of the audience. Public service announcements face the public. This shows that public service announcements are different from commercial advertisements, it is not for the products of a company's image, playing the popularity, but for the benefit of the community at large, for the public interest in the service of the advertisement. The creators are standing in the public's point of view to create enlightenment, not for a special group. Public service advertisements are aimed at the characteristics and mentality of the public, reflecting the wishes and voices of the public, and reflecting the social problems that the public is generally concerned about. PSAs are expected to reach as many people as possible, and the wider the audience, the better.

(4) Altruistic consciousness. The driving force behind PSAs is a high sense of social responsibility. Whoever does the PSA pays for it, and the public can perceive the public **** enterprise from it. The cost of PSAs is borne by the advertisers voluntarily, and the advertisers have full autonomy to decide whether to participate in PSAs. PSAs show the spirit of altruism. It is linked to the selflessness of helping people, is the human compassion, love, responsibility and other virtues of the manifestation of social ethics and morality towards harmony, personal wisdom tends to mature signs. For those who voluntarily subsidize the public service announcements of individuals or groups, society should give encouragement and support.

C. The Role of Public Service Announcements

So what is the role of the so-called public service announcements? Let's take a look at the role of public service announcements.

The role of PSAs is as follows:

The media is actually a propaganda tool, which teaches people various values and behavioral norms, guides people to accept new ways of life, and integrates them into the social system created by the media. In the process of "creating identity", public service announcements (PSAs) are the most realistic, direct and timely way.

Public service announcements (PSAs) have long been used as a means of solving different social problems and urging the public to adopt the right concepts and behaviors in order to cooperate with the social change movement, and they are a powerful tool for social marketing. The term "social marketing" was first coined in 1971 to refer to the use of marketing principles and techniques to advocate a social movement, idea or behavior. Since then, the term has evolved to mean the science of social change management, specifically the design, implementation, and control of change campaigns to achieve the goal of increasing the acceptance of a social idea or practice among one or more target groups of recipients. The public service announcements in the United States and Japan have played a significant role in realizing the purpose of social marketing, i.e., to change harmful concepts and behaviors, or to accept new concepts and behaviors, to raise the awareness of the people, and to help solve social problems.

Therefore, public service announcements are of great significance to our society.

Because public service announcements are advertisements, they should utilize all means of advertising art. Strengthen the theme, so that the concepts spread by PSAs touch the soul, and sublimate into a value concept in the public. It becomes an outlook on life and values, and turns spontaneous one-time behavior into conscious lifelong behavior. Through the dissemination of public service announcements, problems can be solved completely from the depth of people's minds. The ultimate goal of PSAs is the participation of every member of society.