Knowledge and understanding of public service poster design A. What is a public service advertisement? Let us look at an example first.

CNN aired an advertisement: two young children were playing intimately together, with the words Israeli and Palestinian respectively underneath. Then several groups of shots of Bosnian and Serbian children, Iraqi and Kuwaiti children playing intimately appeared, and then subtitles were printed.

:Stop the war, for the children.

Signature: United Nations Children's Fund - UNICEF.

This is a typical public service announcement.

Advertising like this does not use paid commercial publicity to create economic benefits, but "free promotion" of certain consciousness and ideas, conveying certain civilized and moral concepts to the public in order to improve their level of civilization and obtain good social benefits.

, is a public service announcement.

Public service advertisements are intended to create an atmosphere and momentum, that is, a certain social atmosphere.

In a sense, the level of public service advertisements in a city, a region, or a country is an important symbol of the cultural and moral standards and social atmosphere of the people in this city, region, or country.

Public service advertisements have two main functions. One is to spread social civilization and promote moral trends; the other is for enterprises to establish their own good social image and consolidate their brand image through it.

First of all, let’s first understand what public service advertising is, that is, the concept of public service advertising.

So, what is public welfare? Public welfare can be understood as the public interest.

Public service advertisements call on the public to pay attention to a certain social issue through the communication of certain concepts, regulate their behavior in accordance with the principles of public interest, and support or advocate certain social causes or social trends.

The initiators of public service advertisements invest time and financial resources to convey concepts or opinions that are beneficial to the public interest through mass media to a broad audience.

In the United States, public service announcements aim to enhance the general public's understanding of prominent social problems, influence their views and attitudes toward these problems, and change their behaviors and practices, thereby promoting the solution or alleviation of social problems.

Among them, one type is Public Advertising, which is a variety of advertisements released by social organizations such as Greenpeace, Animal Protection Association and other social groups on social issues they are concerned about.

The other type is Opinion Advertising, which is mostly used by enterprise groups to explain their attitudes towards various social phenomena.

This is an extension of corporate image advertising, which shows the personality of the company in society.

In Japan, public service advertisements are called public service advertisements, and the Dentsu Advertising Dictionary defines them as "an enterprise or group expresses its functions and responsibilities to society, and shows its involvement and participation in how to solve social and environmental problems.

Advertisements that clarify this intention to consumers. "It is similar to opinion ads in the United States, and the purpose is to shape the company's own public relations image among the public.

B. Characteristics of public service advertisements Let us further analyze public service advertisements.

It probably has the following characteristics: (1) Non-profit.

Public service advertisements aim at the harmonious development of man and society, man and nature, and promote the development of society with the purpose of social protection and improvement of group literacy.

Pay attention to social benefits.

Compared with commercial advertising which is entirely based on profit, public service advertising is non-profit.

The ultimate goal of any unit or individual engaged in public service advertising is the public interest, not profit.

One thing to note is that not aiming to make a profit does not mean that engaging in public service advertising is a loss, but that it should be balanced or have a surplus.

Surpluses from units or individuals engaged in public service advertisements must not be distributed among owners and managers, but must be used to improve the quality and quantity of public service advertisements.

(2) Conceptuality.

Public service announcements appeal to ideas. The dissemination of a certain idea prompts the public to enlighten, introspect, and pay attention to a certain social issue. It uses social behavior that is in line with public morality as a criterion, regulates behavior and practices it to form a good social trend, or support a certain kind of social problem.

social undertakings.

What it spreads is the concept of spiritual form, rather than the commodity of material form.

(3) The breadth of the audience.

Public service advertisements face the public.

This shows that public service advertising is different from commercial advertising. It is not an advertisement to build an image and increase the popularity of a company's products, but to benefit the public and serve the vital interests of the public.

The creator creates enlightenment from the perspective of the public, rather than targeting a particular group.

Public service advertisements should target the characteristics and mentality of the public, reflect the public's wishes and voices, and reflect the social issues of general public concern.

Public service advertisements hope to attract as much public attention as possible, and the wider the audience, the better.

(4) Altruistic consciousness.

The driving force for making public service advertisements is a high sense of social responsibility. Whoever makes public service advertisements pays, and the public can perceive the public's professionalism.

The cost of public service advertisements is borne by advertisers themselves and voluntarily, and advertisers have full autonomy to decide whether to participate in public service advertisements.

Public service announcements express the spirit of altruism.

It is related to the selfless dedication of helping others. It is a manifestation of human virtues such as compassion, love, and responsibility. It is a sign that social ethics and morals are moving towards harmony and personal wisdom is becoming mature.

Society should encourage and support those individuals or groups who voluntarily fund public service announcements.