-Take "preventing underage drinking" as an example.
I. About American AC
The American Advertising Council was established in194111. It was originally named the War Advertising Committee. Its initial task was to buy war bonds, provide moral and economic support for the victory of World War II and encourage women to work. The original intention of the advertising Committee is to resist the commercial crisis and advertising pressure. The coincidental World War II changed the initial thinking of the participants in the advertising committee, and finally let the American advertising committee make way for the needs of wartime countries. After the end of World War II, the President asked the wartime advertising committee to continue to exist and help solve pressing social problems as a public service advertising agency in peacetime, so the advertising committee came into being.
The operating principles of the American advertising commission also increasingly reflect the concept of the advertising commission: independence without government funding; Engaged in national rather than regional; Promote non-religious and non-special interests; Maintain non-partisan and non-political; All operations are based on voluntariness; Do not accept articles that are not suitable for advertising; Public interests other than commercial interests do not accept projects with commercial interests. For decades, the Advertising Committee has won high social praise and trust. Every year, many public welfare organizations, government departments and other social organizations declare to sponsor specific advertising themes. The advertising Committee finally determines the theme of the advertisement by voting, and cooperates with the volunteers of the advertising company to create the theme public service advertisement; Finally, the Advertising Committee will use the advertising space and time slots donated by the media to put in public service advertisements, thus completing the whole public service advertising campaign.
From the following results, we can see the long-term impact of the work of the advertising Committee and the positive social changes caused by it:
95% adults and 77% children know the black bear Smokey and his famous saying: "Only you can prevent forest fires". The black bear Smokey's forest fire prevention activity, which started at 1944, has a long duration and great popularity, which is rare in the history of public service advertising activities.
Since 1972, UNCF has been reminding Americans that "genius is precious and should not be wasted". The foundation has raised more than $65.438+0.4 billion to help more than 30,000 minority students complete their college studies.
After the advertising committee launched the campaign "Don't let friends drive after drinking", 70% of Americans have discouraged others from driving after drinking. 1998 The number of casualties related to alcoholism in the United States is 15935, which is the lowest figure in the history of the US Department of Transportation, and this slogan is the most widely known slogan against drunk driving in the United States.
Prevention of underage drinking (prevention of underage drinking)
Teenagers start drinking much earlier than you think. According to the drug abuse survey conducted by the National Research Institute, nearly 20% of the eighth-grade students have already drunk alcohol! Minors' drinking affects both their present life and their future. Research shows that teenagers who started to contact alcohol before 15 years old are more than five times as dependent on alcohol as teenagers who started to contact alcohol after 2 15 years old. What is even more frightening is that although underage drinking has become quite common, many parents still generally lack understanding of this fact. Because of this, many minors think that drinking is not a bad thing, and some even think that drinking is indispensable to them.
"Prevention of insufficient drinking" is an activity launched from June, 2005 165438+ 10. It aims to raise people's awareness of this aspect, encourage parents to talk to their children as soon as possible, and let minors fully and accurately understand the dangers of drinking. On the website of the Advertising Committee, there is a website dedicated to "preventing underage drinking": www.stopalcoholabuse.gov. It is a website dedicated to paying attention to and preventing underage drinking, and it is also a comprehensive information website to collect relevant opinions. Every member of society has the responsibility to prevent underage drinking, including but not limited to parents, educators, youth, concerned citizens, prevention experts, business leaders,
Law enforcement and public health officials will find a lot of valuable information here.
The website specially designed a series of advertisements for its propaganda theme "Preventing underage drinking", including print advertisements, radio advertisements, film and television advertisements, etc. In addition to these advertisements, the website has specially designed an appropriate advertising slogan, which should be said to be a slogan: Speak first and then drink, which runs through every advertisement of "preventing minors from drinking". Mainly for parents, give them correct guidance from the perspective of onlookers. Instead of asking parents to ban children from drinking, it is better to tell children the harm of drinking to minors by persuasion, so as to achieve better results. Moreover, the introduction of this advertisement is intuitive and easy to be adopted, which can be said to be an excellent idea.
These two print advertisements are quite concise and clear. The main part is the photos of minors, accompanied by explanatory copy, which gives people a feeling of spiritual shock. The contrast between the innocent laughter of minors and the fact of drinking has raised this shock to a certain height. Under each advertisement, there will be an activity theme, that is, "start talking before they start drinking", which greatly increases the publicity effect. For guardians of minors, this is undoubtedly a good reminder. These two pictures are just an example, and other print advertisements are similar to these two pictures. They are all expressed in photos and copywriting of minors. The seemingly plain creativity is very impressive. In addition to print advertisements, there are also some radio advertisements on the website, all of which are based on the scene of a conversation between a minor and his parents. Then, minors always use "I know" to answer their parents' questions. This design is to express that minors understand the truth and hope that parents can communicate with minors before drinking. However, I think this design is also flawed. Minors always answer with "I know", which is a very perfunctory feeling and not necessarily a good impression on minors. At the end of the radio advertisement, there is a sentence that points out the theme and makes people have a deeper understanding of the content of the advertisement. In addition, there are two video advertisements that describe a scene in which a minor tells his drinking story. It is the same as the previous print advertisements and radio advertisements. They all adopt the form of seeing the big from the small, and create a concept that is deeply rooted in people's hearts with calm pictures and language.
Third, there is a similar situation in China.
Public service advertising in China is still in its infancy, and its coverage is not as wide as that of the American Advertising Committee. Many times, I just care about environmental protection or some trivial things. Topics such as "preventing underage drinking" are not involved. After many searches, I only found a little survey data about underage drinking.
Among them, some data show that among the current drinkers, the proportion of people who started drinking before the age of 18 reached 8.8%, which shows that the situation of underage drinking in China is still quite severe. But even so, there is no similar public service advertisement, and parents and society can only guide minors to refuse to drink alcohol through their own methods.
Fourth, relevant enlightenment.
Through the relevant research of the American Advertising Committee, we can see that there is still a big gap between China and developed countries in this respect:
(1) is missing a theme. There are also many public service advertisements and many good advertisements in China. However, after careful observation, it is found that the scope of public service advertisements in China is too small to compare with developed countries. And even if it involves all aspects, in the process of doing it, there is often a lack of obvious themes. There is no such simple and easy-to-understand theme language as "speak first and then drink", but mostly slogan language, which cannot impress people;
(2) The impact is small. Because China's public service advertisement is still in the primary stage, the development of all aspects is not mature, and people's awareness of this aspect is still relatively indifferent, so many times a public service advertisement can not achieve its own publicity effect, greatly reducing the advertising influence;
(3) operational problems. Through the study of the American Advertising Committee, we know that their public service advertisements are sponsored by many sponsors to maintain their operation, and they are in the form of pure public service advertisements, and there will never be any information related to sponsors at the end of the advertisements. On the contrary, in the current China society, corporate individuals rarely sponsor public service advertisements, even if sponsorship is a commercial advertisement, which makes public service advertisements leave a bad impression on the audience.
In a word, China's public service advertisements need to develop to a certain level and absorb the advanced experience of developed countries to make up for their own shortcomings.