New Project: Advertisement or PSA

For our last project this school year, we will create a set of advertisements or public service announcements. You will submit two designs on the same theme. Here is an example of two designs that are part of the same PSA campaign:

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Project requirements:

  • Original high quality photography
  • Integration of text/slogan in professional typography
  • Appropriate subject matter
  • Two final images coordinate as part of a unified series
  • Follows the principles of design (balance, contrast, repetition, etc)
  • Clear focal point
  • Each image should be 8×10 inches and 300 DPI

The planning blog post you will complete today is worth 20% of your final project grade, so don’t slack!

Public service announcements are advertisements that serve the public interest.  The objective of a public service announcement is to educate and create awareness of significant social issues in an effort to change the public’s attitudes and behaviors and stimulate positive social change.

Common Subjects for PSAs include:

  • Drinking and driving
  • Bullying
  • The environment
  • Racism and discrimination
  • Disease and/or medical conditions
  • Foreign aid (e.g. Hunger)
  • Drugs and alcohol
  • Abuse and violence
  • Education
  • Public safety (e.g. seat belts)
  • World ________ Day
  • Respect and tolerance

Here are some examples of PSAs:

Commercial advertisements, on the other hand, aim to sell a product or service.

Here are a few photo centric ads:

Characteristics of an effective advertisement or public service announcement:

  • Relevant to the target audience
  • Interesting or entertaining
  • Clear, concise message
  • Elicit an action or response from the target audience

Part 1: Research and analysis

  • Post 3 ads or PSAs that you like to your blog
  • Analyze each ad or PSA on the following criteria:
    • What is the subject?
    • Who is sponsoring the PSA or ad?
    • What is the main message presented?
    • What advertising techniques are utilized (ie. humor, celebrity promotion, shock treatment)?
    • How effective is this PSA or advertisement? Justify your response.
    • Would this PSA or advertisement affect you personally? Why or why not?

Part 2: Project proposal

Plan your PSA or advertisement by posting the answers to the following questions to your blog:

  • What is the subject of your PSA or advertisement?
  • Who is your target audience?
  • What imagery will you include? How will you shoot these photos?
  • What text will you include?
  • What techniques will you utilize to make your advertisement or PSA appeal to your target audience?
  • What style or branding techniques will you utilize to unify your two advertisements or PSAs?

Today we will:

  • Introduce the PSA/Advertising project
  • Create a new bog post with the following:
    • 3 ads or PSAs that you like and an analysis of each ad or PSA that answers the questions below for each image:
      • What is the subject?
      • Who is sponsoring the PSA or ad?
      • What is the main message presented?
      • What advertising techniques are utilized (ie. humor, celebrity promotion, shock treatment)?
      • How effective is this PSA or advertisement? Justify your response.
      • Would this PSA or advertisement affect you personally? Why or why not?
    • A proposal for your Advertisement or PSA mini series that answers the questions below. Remember, you will submit two coordinating designs, so you should plan out each design.
      • What is the subject of your PSA or advertisement?
      • Who is your target audience?
      • What imagery will you include? How will you shoot these photos?
      • What text will you include?
      • What techniques will you utilize to make your advertisement or PSA appeal to your target audience?
      • What style or branding techniques will you utilize to unify your two advertisements or PSAs?
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