2. Public Service
Announcements

3. Objectives/Agenda
• You will have the ability to:
o List global conflicts from previous units
o Recognize and identify basic persuasion
techniques in media
o Analyze advertisements and public service
announcements for persuasion techniques,
meaning, and symbolism
o Compare and contrast the public service
announcements
o Create a public service announcement.

4. Warm up
• We are beginning our unit on global conflict; I want
you to reflect on your past units and create a list of
global conflicts. Afterwards I want you to write one
of your conflicts on the board for everyone to see.
Be sure not to repeat something that is already up
there.
• Discuss what types of conflicts are on the board
• Can they be put into categories?

5. History of PSAs
• Civil War
o the government sold bonds via free
newspaper
o resulted in the first national paid ad
campaigns for baking powder, soap and
railroad travel

6. History cont.
• Ad Council
o a private, non-profit organization that marshals
volunteer work to deliver critical messages to the
American public
o produces, distributes and
promotes public service campaigns
on behalf of non-profit organizations
and government agencies
o Created in 1942- why???

7. Ad Council Examples
• "Loose Lips Sink Ships"
• Smokey Bear's "Only You Can Prevent Forest Fires"
• “Friends Don’t Let Friends Drive Drunk”
• "A Mind is a Terrible Thing To Waste”
http://www.museum.tv/eotvsection.php?entrycode=publicservic

8. Basic Persuasion
Techniques
• Association- link a product, service, or idea with
something already liked or desired by the target
audience (ex. fun, beauty, success, wealth, etc. T
• Bandwagon- "everyone is doing it"
• Beautiful People
• Bribery- persuade us to buy a product by promising
to give us something ( ex. discount, a rebate, a
coupon, etc)
• Celebrities
• Experts
• Explicit claims- directly, fully, and/or clearly expressed
or demonstrated

9. Watch, Analyze, Discuss
• For the following clips you will take notes on your
handout. You are to note who is in the
announcement, what its about, what the message
is, the music, lighting, tone of voice, what kinds of
images are being shown, do they ask for
money, etc.
• American Lung Association
• Keep America Beautiful
• United States Fire Service
• http://www.museum.tv/exhibitionssection.php?pag
e=542

10. • Hungry Kids in America:
http://www.youtube.com/watch?v=2RUYkzJio24
• Shark Fin Soup
http://www.youtube.com/watch?v=mJG7RaLX-DM
• Orphans
http://www.youtube.com/watch?v=jIeHP0Yltic

11. Analyze
• You have just viewed a few public
service announcements. Now you are
to answer the last question on your
worksheet.
o What are the similarities between these PSA’s?
What are some notable differences?
o Are there any ideas which are conveyed across
the board in each PSA?
o Which of these PSA’s resonated most with you?
Why?

12. Create your own!
• Using the list on the board you and your group will
choose one topic (MUST BE A TOPIC PREVIOUSLY
DISCUSSED IN CLASS) to search and create a public
service announcement about (use your notes and
past knowledge). You will not create a final product
but instead will:
o Script what will be said
o Answer:
• What is the purpose?
• How you plan to appeal to the audience
o Create an image/logo with saying that the
audience will identify with (ex. “Friends don’t let
friends drink and drive”)- careful this has two
parts, the image and the saying

13. Examples

14. Share
• Share your PSA’s
• Your classmates will
analyze and give feedback
http://www.squidoo.com/smokey-
bear?utm_source=google&utm_medium=imgres&utm_campaign=framebuster

15. Closure
• How can you
effectively use public
service
announcements to
teach others about
global conflict?
o What may you
include in your
advertisement?
http://peacecorps.tumblr.com/post/6597360129/peace-corps-print-public-service-
announcement