Properties of a PSA

1
Properties of a PSA
Every day, the average American sees over 100
advertisements.
The average American child today is exposed to an
estimated 40,000 television commercials a year.
By the age of 64, the average American sees 2
million advertisements.
2
3 Goals of Advertisers

• Whether the spot is a P.S.A. or a
  commercial advertisement, the creators of the ads
  face these challenges
• Grabbing the viewers attention.
• Getting the viewers interestand developing
  desire.
• Moving the viewer to action.

3
Properties of a PSA

• Attention
• Video/Images/Story
• Interest/Desire
• Stats or Facts
• Tag-Line
• Call to Action
• Straight Up Appeal
• Follow-up

4
Attention

• PSAs try to grab our attention by appealing to
  our
• Emotions
• They make us feel
• guilty
• afraid or shocked
• warm and fuzzy
• Sense of Humor
• 5 Senses

5

• Does this magazine PSA try to make you
• Feel guilty
• Feel afraid or shocked
• Feel warm and fuzzy
• Laugh

6
PSAs often make us feel guilt.
Click to Play
Insert Fatherhood Involvement PSA here.
7
This PSA about financial planning tries to make
us fearful that our lack of planning might cause
our children to be without a home.
8
Some PSAs want to scare us.
Click to Play
Insert Wrecking Ball Foreclosure PSA here.
9
Other PSAs want to give us warm, fuzzy, positive
feelings.
Insert Bambi here.
Click to Play
10
Images of young children are a sure way to bring
on the warm-fuzzies.
11
Notice the flags, hugs, and clasped hands that
make us feel good.
Click to Play
Insert Parade PSA here.
12
Some PSAs make us laugh.
Click to Play
Insert Pass Gas PSA here.
13
These print PSAs for the Obesity Prevention
campaign are so absurd they get our attention.
14
Some PSAs combine appeals. This one uses humor
to and the warm, fuzzy feeling.
Click to Play
Insert Early Childhood ATM PSA here.
15
Many PSAs appeal to our physical senses. Music
is often used to set the mood.
Click to Play
Insert Gun Violence PSA here.
16
Click to Play
Insert Asthma Fish PSA here.
17
Properties of a PSA

• Attention
• Video/Images/Story appeal to
• emotions,
• sense of humor and
• 5 senses
• Interest/Desire
• Stats or Facts
• Tag-Line
• Call to Action
• Straight Up Appeal
• Follow-up

18

• PSAs use statistics and facts to develop our
  interest.

19

• Tag-lines help us remember the PSA and make us
  want to do something.

20
Properties of a PSA

• Attention
• Video/Images/Story appeal to
• emotions,
• sense of humor and
• 5 senses
• Interest/Desire
• Stats or Facts
• Tag-Line
• Call to Action
• Straight Up Appeal
• Follow-up

21
Click to Play

• PSAs dont leave us wondering what to do
  they tell us straight up.

Add any PSA with a clear call to action.
Click to Play
Add any PSA with a clear call to action.
22

• Almost all PSAs give us a way to follow up on
  the message
• A phone number
• A Web address.

23
Properties of a PSA

• Attention
• Video/Images/Story
• Interest/Desire
• Stats or Facts
• Tag-Line
• Call to Action
• Straight Up Appeal
• Follow-up