Public Service Advertising- Its History and Influence

Public Service Advertising- Its History and Influence

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Public Service Advertising- Its History and Influence

A public service advertising (PSA) refers to a message disseminated to the public without any charge, with the aim of creating awareness of, and transforming the public perceptions and behaviors towards a social matter. Usually, advert agencies work with not-for-profit organizations to create PSAs to convince consumers to indulge in behaviors that actively promote good citizenship and desirable behaviors. Media firms often spare time and space for the disbursement of such messages. PSAs according to Indira and Suresh (2008) entail using the approaches of commercial advertising for not-for-profit purposes. PSAs are mainly used to advance social welfare because now that the world is struggling with numerous disorders, communicating to the public on how to deal with these issues is the only way educate people and create awareness (Indira & Suresh, 2008). Even though media organization usually allocate some time and space for the distribution of PSAs, the state, federal governments, and nonprofit organizations sometimes pay for the services to gain control over the dissemination of their adverts (Indira & Suresh, 2008). The study highlights on the history of PSAs and elaborates how current developers, broadcasters, and publishers try to employ mechanisms that would appeal to the target audiences. The report describes how whereas media broadcasters ought to relay PSAs for free, developers want to dictate when and how such productions air, which drive them to pay large sums of money. PSAs, however, happen to influence consumers to change their behaviors and embrace behaviors that would improve their social wellbeing. This paper will illustrate how PSAs are likely to become more influential in the coming years now that both for-profit and nonprofit organizations are increasingly developing media content addressing different social, economic, and political issues.

Historical Perspective

The Origin of PSA

The earliest PSAs emerged before the Second World War both in the U.S. and the UK. Richard Massingham who was an actor is attributed to be the initial developer of PSAs through the short educational films he produced. Massingham set up the Public Relationship Films in 1938 to produce the films where he played the character of a stupid person, often brought out the film’s message through demonstrating the dangers and risks if they were ignored (O’Barr, 2006). Most of Massingham’s films covered issues such as how to curb the spread of diseases, how to cross the road, how to use the road safely, and how to swim safely. The film producer won a contract from the Ministry of Information to develop films that would sensitize people on different issues dealing with war, and after the war he started to come up with longer films for both the state and private firms (O’Barr, 2006). The Central Office of Information (COI) acquired the advertisements from private producers, which were usually small to medium-sized film corporations (O’Barr, 2006). The COI distributed the adverts to broadcasters without fee for them to air whenever they liked. Their importance as a cost-free approach of using the commercial airtime left by commercial advertisers led to their being utilized extensively and regularly in the 60s through 80s. 

The Ad Council (previously called the War Advertising Council) was established in 1941when the U.S. entered WWII. It started implementing on a large scale the notion of using adverts to influence Americans on a range of issues (O’Barr, 2006). The initial campaigns paid attention on the nation’s requirements during WWII, such as encouraging citizens to put their savings in the federal bonds where they would receive interests that accumulate with time. After the War, PSAs were utilized to enlighten the public on many other issues including health and safety (O’Barr, 2006). Some TV programs started to air PSAs at the end of their shows to sensitize on a number of critical issues. Law & Order: Special Victims Unit by Dick Wolf, for example, addressed the issue of child abduction in one of the episodes, and later did an advert about drunk driving, which many viewed as PSAs sensitizing on the dangers of child abduction and driving under the influence of alcohol respectively (O’Barr, 2006). Other TV shows during the period addressed topics such as the effects of too much TV and the dangers of video games among others (O’Barr, 2006). Many cartoon shows during the 1970s has PSAs at the end of their shows, which were either relevant or unrelated to the episode.

How Media Producers and Consumers Perceive PSA

Media producers perceive PSAs as an avenue of generating revenue. An article by AdAge (2019) informs that advertising professionals dedicate much of their time to form PSAs knowing the high returns they gain from the process. The organization for which the advertisement is created usually pays some production costs, which might be as high as $100,000 (AdAge, 2019). The Ad Council then dispenses the advert to broadcasters and publishers, who may decide to allocate some time or space to run the productions. The Ad Council reportedly got more than $510 million every year in media space and time in the mid-1970s from public service advertising (AdAge, 2019). The Council claimed to have generated almost $1 billion in donated media time and space and time in 1997, which further illustrates how producers get so much revenue from the venture.

Most consumers view PSAs as vital notifications because of the immense influence such notifications have on many people. The article by Rothenberg (1991) informs that adverts usually have immense effects on people, and the advancing technology make such appeals more enticing. A study by the Advertising Research Foundation of the Advertising Council revealed the number of men seeking medical attention on cancer escalated after they were sensitized about the disease for almost a year through PSAs (Rothenberg, 1991). The survey further found that the advertisement would convince more than 2.6 million men above 40 years to consult physicians about the condition if the PSA was broadcasted across the nation. A survey carried out by surveyors at Stanford University in the 1970s discovered that broadcast and print adverts could significantly compel people to quit habits that increase their risks of heart disease such as cardiovascular disease (CVD) (Rothenberg, 1991).  

Current Perspectives on the Topic

The Current Situation and Issues with PSA

Many developers and producers of PSA today pay considerable attention on effective planning and structuring of PSAs to come up with content that is highly likely to change the audience’s perception. Indira and Suresh (2008) assert that before creating the content and structure of the PSA, the developers need to have a clear objective that the audience should achieve and ensure the issue relates clearly to a social or any other issue concerning the public. Many developers now understand the importance of carrying out researches first on the matter facing the community and the possible actions. The developers of PSAs aiming at educating the public about breast cancer, for example, the objective might be to inform the public about the risk factors for the ailment and encourage the community to seek medical screening or attend local meetings and seminars sensitizing people on cancer. Many developers nowadays know the essence of determining the targeted groups one wants the PSAs to reach, and know how to make the react to the massages in the best way possible (O’Barr, 2013). Teams developing awareness on breast cancer, for example, might target women aged 40 and above because people in this age group are highly likely to develop the disorder. Developers nowadays pay attention on knowing their target groups prior to developing the ads because this allows them to select the most appropriate presentation method when they later structure the advert (O’Barr, 2013). The producers would want to develop some memorable points they want to highlight after knowing their audience and goals, while trying to keep away from too much cramming. The developers, for instance, try to focus on the key statistics on the issue (O’Barr, 2013). Developers of PSAs on road safety, for example, may choose to highlight on the number of accidents and deaths occurring from careless driving and the importance of taking caution. Many developers also incorporate an appealing slogan that will remain in the memories of the target audience. Failing to plan the delivery of an effective PSA could affect the target audience’s desire to grasp the message, and may not yield the anticipated outcome.

The creators of PSAs nowadays know successful PSAs take as little time as possible to capture the viewers’ attention. An appropriate PSA appearing on radio or TV should not be more than a minute, although it is common to find adverts that run for 15 to 30 seconds. The creators of print PSAs also understand the need to develop adverts that fall within reasonable length to grab the readers’ attention from the beginning (O’Barr, 2013). Groups issuing PSAs through print media appear to understand the need to state the points as concisely as possible, utilizing dramatic features where possible, and making the call to action stand out when necessary. Such developers usually want to have a suitable beginning, message and a conclusion to make the PSA flow well. Many developers use the introduction to introduce the topic and grab the listeners’ attention with either a fascinating question or description (O’Barr, 2013). A PSA on malaria prevention, for example, may start by introducing a survivor and showing a statistics about how the condition is rampant among young children. Many developers nowadays also include background music to set the stage for a video or audio advert. Creators who structure their PSAs well use the message section to provide more details about the topic by delivering the story, background information or statistics and elaborate how issue affects the target groups or audiences and their families or relatives (O’Barr, 2013). Most originators of PSAs nowadays use the conclusion to offer an emotional, logical, or ethical appeal to the audience to behave or act in the desired manner the advertiser wants. Developers would use the conclusion to offer additional information such as the advertiser’s phone number or website to allow the public know the communicator and how to access more information.

Many PSA creators currently pay considerable attention on how they pitch or relay their ads to reach the audiences in the most effective manner. ,,,,write that the developer can actually start pitching the advertisement even before they finish composing it or they can wait until they finish it. The creators in either instance will have to look out for possible media publications or outlets that can print or air the content. The creators usually consider their target audiences so that their message gets to them in their preferable ways. Whereas a local channel or magazine would be a suitable place for a for PSAs about women’s health issues, a radio station playing more male content or with more male listeners would not be a good avenue. Advert creators and publishers who do not take such factors into account fail to attain the desired objectives, especially if they are not vital state announcements informing the public about events such as voter registration, vaccination, and health alert among others.

The idea that not-for-profit organizations and state agencies are increasingly willing to pay higher amount to dictate placement of their adverts depicts a shift in support of the perception that social issues and phenomenon can be addressed in the same manner as products. The issue raises concerns as to whether PSAs are a form of social marketing. Debates over social marketing continue to evoke varying reactions since the beginning of 1970s, when the act first appeared. Scholars in social marketing assert that promoting social issues become easier and successful if marketers employ approaches such as market segmentation and evaluation. Social issues, however, differ significantly from business products because, for example, they may be more closely linked to deeply held beliefs or more likely to create anxiety among buyers. Evaluators question the length to which social issues and business products can be marketed in the same manner as brands and commodities, and feel that unless a clear distinction exists between the two PSAs may lose their influence.

The groups for which PSAs are created feel broadcasters allocate inadequate time for the messages yet some have paid for the services. The report by AdAge (2019) elaborates how representatives from foundations such as the Minority Media & Telecommunications Council and the Center for Media Education usually disagree with broadcasters’ estimates of their given media time, holding that PSAs are usually aired late in the night, when other advert revenues are not available. Most of these organizations claim the late-night airtime is not as valuable as the broadcasters allege (AdAge, 2019). The inadequate airtime most PSAs get push organizations to pay much because they seek to regulate how the PSAs appear. The U.S. Congress, for example, ratified a $1 billion grant to the White House Office of National Drug Control Policy in the 1990s to facilitate a five-year antidrug crusade (AdAge, 2019). Congress realized increased spending by organizations into the 21st century and asked media firms to match the purchase with an equal measure of given time and space. Another finding by the University of Kansas reveals how the competition for the limited airtime available acts as one of the major limitations associated with PSAs (AdAge, 2019). The University’s findings reveal how distributors allocate more time for commercial ads while only about one-third is utilized for airing the public announcements.

Why People should be Interested in PSA Today

PSAs are essential largely because they enlighten the community about essential topics such as education, environmental protection, substance abuse, mental health, the effects of crime, careless driving, and other issues people face in the society. The producers and distributors believe that people are likely to be more aware of the issues through the adverts, which prompt them to take measures to lower risks and improve safety.

People should pay adequate focus on PSAs today because they enlighten about crucial issues affecting the society. Jang et al. (2016) who describe PSAs as public interest messages broadcasted in the form of an advert communication with the aim of promoting public behavioral transformation regarding a social matter feel that such forms of reaching out to people may help address some of the health issues affecting many people. Jang et al. (2016) make reference to the use of PSAs in South Korea and argue that even though Korea Centers for Disease Control and Prevention (KCDC) uses the approach to reach out to the public, few scholars pay attention on evaluating its effectiveness. Jang et al. (2016) perform a qualitative study with the objective of estimating the effects of broadcasted PSAs created by KCDC on CVD (Jang et al., 2016). The researchers incorporate 1000 adult participants throughout 15 provinces in the country who were selected following the application of the quota sampling approach. The surveyors employed the computer assisted personal interview method to carry out a face-to-face interview , which inquired on a number of issues, including prior exposure to PSAs, comprehension, and behavioral desire to change (Jang et al., 2016). The researchers learn from the study that after watching PSAs, nearly 74% of the participants responded they could comprehend the contents appropriately, while 70% had the willingness to quite behaviors that put them at the risk of developing CVD. Jang et al. (2016) conclude from the study that PSAs have positive effects on elevating the level of awareness and intention to alter behaviors regarding CVD and other disorders.

Apart from benefiting individuals, business people should pay attention PSAs because such adverts improve the company’s reputation. Even though the firm through the PSA might not ask consumers to purchase a particular product, people who view, hear, or read the public announcement become more familiarized with the company itself, or offer financial aid to fundraisers, or become enthusiast themselves (Donohoe, 2018). Using PSAs to pass particular messages to the public allows the business to use little financial resources compared with producing the traditional adverts because the firm shall only have to pay for making the announcement (Lannon, 2000). Typically, a company becomes known for promoting good deeds in the community through PSAs, and other than improving the organization’s reputation, the approach can increase the number of buyers as well as improve buyers’ trust on the group (Donohoe, 2018). Business people, therefore, should consider relaying such messages if they want to boost their performance. The business also gets the chance to save a lot because apart from paying for the production cost, media stations and publications usually provide the space and time for the advert.

The Position of Competing Interests

A traditional PSA is not suitable for organizations aspiring to generate profits, or are not governmental or civic groups, and instead wants to promote some commercial interests. The limitation, however, does not mean that a business cannot explore other approaches to advertising the firm’s products and services and share content without using so much money. Presently, businesses can make use of social media marketing which does not require much financial commitment yet they have significant effect on consumers (Lin et al., 2013). Lin et al. (2013) give the example of search engines, videos, blogging, emails, and social media marketing through avenues such as Facebook, Twitter, YouTube, Pinterest, and Instagram  that can all help the firm spread the message at low cost or for free. The company can also make use of its website to post adverts and announcements, or even partner with other companies to have them market the company on their website. Alternatively,

How the Ad Council copes with the movement of Audiences Online in the Internet Age

The growth of technology shift people’s attention from watching TV, listening to radio, and reading print publications to the use of internet, an occurrence that is likely to determine the distribution of PSAs. The Ad Council is aware of the shift and is now placing some of the adverts on online platforms such as specific websites, Facebook, and YouTube among other online avenues (Lin et al., 2013). Transmitting the adverts through online platforms makes it possible to reach the many people who have switched to internet use, now that online sources are becoming more usable. Such a transition is inevitable; otherwise the Council shall not reach out to particular populations such young people and regular internet users who spend considerable time online.

The Future of PSA

It is clear the future may witness more PSAs considering the benefits such messages have on the target audience. More people are likely to pay attention to such adverts in future to know how to deal with certain health conditions, or how to overcome social phenomena that interfere with the society’s wellbeing (Lannon, 2000). People may also pay attention to the adverts in the coming years to be at par with state announcements regarding political issues. The gains people get now from the advertisements are likely to promote the sustainability of such messaging methods.  

More PSAs are emerging in the present time not only from nonprofit organizations and the government, but also from for-profit companies that seek to enlighten about social issues and improve people’s wellbeing. National TV stations, for instance, now come up with the PSAs to enlighten about different issues in the society (Goodwill, 2017). Most of these PSAs usually feature actors and celebrities from popular programs and films with messages about the need for better education, good teaching conditions as well as other issues that are not likely to evoke controversy. Critics, however, feel that most of the media-produced PSAs mostly benefit the networks as much as they create awareness about social problems. Cable networks are also joining the production and distribution of PSAs, which further increase the possibilities of witnessing more adverts in the coming years. MTV, for instance, supports and promotes the “Rock the Vote” movement initiated to motivate young adults to take part in civic practices, especially voting (Goodwill, 2017). MTV had earlier in 1999 popularized the “Fight for Your Rights” campaign that sought to warn against the dangers of violence in learning institutions and neighborhoods. Companies continue to develop and popularize PSAs as well. Oil firms, for example, have sponsored adverts calling on consumers to use fuel wisely, while beer manufacturers urge consumers not to drive under the influence of alcohol (Goodwill, 2017). The increasing production of PSAs by groups other than nonprofit organizations and the government is a clear sign more of such adverts may appear in future.

PSAs, however, will only become more influential in the future if the relevant parties take appropriate measures. Jang et al. (2016) feel that the level of exposure to such messages is still low, which bars many people from receiving the messages, which requires producers and distributors to make an effort to advance the public exposure level, which could be an essential success component regarding the advert. The future of PSAs would also be brighter if the producers consider customizing the messages for vulnerable persons such as the disabled, multi-cultural families, and the old.

Conclusion

PSAs are becoming more influential now and are set to become more rampant in future because of the increased campaigns by both for profit and nonprofit organizations. The practice that originated in Europe and later moved to the U.S. now focuses on appealing to the target audience in the most effective manner. Developers pay considerable attention on how they plan, structure, and pitch their production to achieve the desired goals and objectives. Many developers, however, are becoming concerned of the little or less valuable airtime they receive late in the night, which push them to pay more to receive more space and time. People should be interested in PSAs because they educate on vital social, economic, and political issues that could affect the society in some ways, and improve business reputation, even though such productions are not for commercial purposes.

References

AdAdge. (2003). Public service advertising. Retrieved from adage.com/article/adage-encyclopedia/public-service-advertising/98838

Goodwill, B. (2017). PSA bibliography . Retrieved from www.psaresearch.com/bib9830.html

Donohoe, A. (2018). What is the importance of public service advertising? Retrieved from bizfluent.com/info-8264644-importance-public-service-advertising.html

Indira, M., & Suresh, K. (2008). Public service advertising – Some issues and campaigns. Hyderabad: ICFAI University Press.

Jang, J., et al. (2016). The effect of public service advertising on cardiovascular disease in Korea. Iranian Journal of Public Health, 45(8), 1029-1037.

Lannon, J. (2000). How public service advertising works. New York, NY: World Advertising Research. 

Lin, P., et al. (2013) Oxytocin increases the influence of public service advertisements. PLoS ONE 8(2). doi.org/10.1371/journal.pone.0056934

O’Barr, W. (2006). Public service advertising. Advertising & Society Review, 7(2), 21-27.

O’Barr, W. (2013). Public service advertising and propaganda. Advertising & Society Review, 13(2), 37-45.

Rothenberg, R. (1991). Study shows power of public-service ads. Retrieved from www.nytimes.com/1991/04/08/business/the-media-business-study-shows-power-of-public-service-ads.html

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