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Public Service Announcements (Psa's)

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Stacy Ciccone

on 18 November 2014

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Transcript of Public Service Announcements (Psa's)

What is a PSA?
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.
PSAs are usually developed by non-profit organizations and may involve TV and radio spots, movie content, and print messages on billboards, posters, brochures and postcards.
Some examples of PSA campaigns are "don't drink and drive," "only you can prevent forest fires," "this is your brain on drugs."
Public Service Announcements (Psa's)
Start with the purpose, or goal, of the PSA.
The goal is to raise awareness about and/or get someone to take action in support of a cause ( as opposed to advertising, where you want to get someone to buy something
For example: seatbelt safety; safe drivng; ending tobacco use; staying in school; ending childhood hunger; etc.
Before making a PSA Poster:
Purpose
Audience
Message
Where do I begin? What do I need to consider? There are four components to address when planning any kind of print media, be it a magazine advertisement, a campaign billboard, or a PSA poster. These components are: purpose, audience, message, and design.
"Audience" refers to who you want to deliver your message to; who you want to see your posters.

Your audience will determine the language you use, as well as the look and feel of the poster's design.
Your purpose, message, and design should all be appropriate for the audience you are targeting.
Example: a poster made to be viewed by young children will look and sound much different than a poster made for the elderly.
This is directly related to purpose. Your message is, in one way, how you state your purpose, what language you use, or how you convince people of your purpose. The message could be the "because."

For example, your purpose could be to get teens to not start smoking. Your message could be "smoking makes you ugly."
Design
Plan:
The design of your poster refers to how you visually communicate your message.
It is how it will look.
You will be thinking about what kind of image you will use, what fonts will be used, what colors will be used, and how many, etc.
The design is the overall layout of the poster.
Design should always be appropriate for your audience and your purpose.
purpose
audience
message
+ design
poster
What are the parts of a PSA poster?
A PSA poster is a lot like other print advertisements is terms of what is included in the design.

Like a print ad, a PSA poster will have a headline and an illustration. A PSA poster might also include a sub-headline, a tagline, body copy, a signature and/or a call to action.

Please note: definitions for these words change depending on the type of media they are being used for. For example, a "call to action" is slightly different for a print ad than it is for a web page, even though the objective might be the same.
Headline
The headline is the text that is most prominent in a poster. It should be the first piece of text the viewer notices in the poster.

A headline is text that relates to your intended message and purpose, directly or indirectly.
Headlines attract readers attention, arouse interest and get viewers interested in the rest of the ad.
It often appears at the top of an advertisement or in the middle so that it immediately attracts attention from potential customers.
Headlines contain a few words of text and they should be direct and to the point so as not to overwhelm readers.
Most viewers will only take in about 7 words at a time.
80% of people who view print advertisements only read the headline.
A headline can also be called the “hook text.”

Image
Body Copy
Call to Action
Tagline
Sub-headline
Signature
What is visual heirarchy?
Before you design something (poster, website, etc.) that you want to convey information, you need to know about visual hierarchy.
The image, also called "illustration" refers to the, well, image in the design. This is often the first thing a viewer notices about a poster.

The image must grab the readers attention.
The image should support the headline.
Can also be called the “hook image.”
Viewers tend to notice more, and spend more time looking at, people in images, especially "attractive" ones.

Body copy is a term that is used to describe the primary text that is used in the body of an advertisement.
Typically, this copy is the section of the advertising that focuses on providing the actual details related to the product or service.
In a PSA, this is where you would provide information to persuade the viewer to support your cause in some manner (facts, statistics, etc).
It should be interesting and tell the reader something she/he wants to know (or what you think they should know).
Use accessible language.
Be direct and brief. You can write more than one sentence, but should not write more than five sentences.

A call to action is a word or words that urge the reader, listener, or viewer of a sales promotion message to take an immediate action, such as "Write Now," "Call Now," or (on the Internet) "Click Here." The contact information of the company or organization would be included.
In an advertisement, it could be a coupon to use or information on where to buy the product.
In web design, it could be a button that takes them to a web page or a link to an email.
For a PSA, this could be to visit a website, a number and message to text, or a hotline number to call.
The call-to-action typically appears at the end of an advertisement and is used to add a sense of urgency.
A tagline is a catchphrase or slogan, especially as used in advertising.
A tagline communicates a single but powerful brand message.
It is designed to resonate strongly with an intended audience.
Can be funny, provocative, but should be memorable!
May or may not be present in a PSA, depending on who is presenting the message. Some organizations have a tagline, some don't. (Ex: The Foundation for a Better Life, "Pass it on.")


Test your knowledge. Which companies belong to the taglines below?
1. “That was easy.”
2. "You're in good hands with ________."
3. "Just do it."
Sub-headline is a line of text that supports the headline.
A sub-headline sometimes appears directly under the headline.
The text is typically smaller.
It gives more insight into the product you are selling, while further outlining why the customer should care enough to keep reading.
The sub-headline can be the length of a sentence.
It may or may not be the tagline.
The signature, or contact, identifies the company or organization.
Usually near the bottom of an advertisement or poster.
Usually includes one or more of the following: name, logo, website, mailing or store address, phone number, etc.
Different from a call to action, because it is informative, rather than a prompt for action. (Ex: placing a phone number on a poster, versus saying "call now!")
Visual hierarchy is the order in which the human eye perceives what it sees.
This order is created by the visual
contrast
between elements is a design.
Elements with highest contrast are recognized first.
Contrast can be created with:
size
color
space
shape
texture
direction
weight
value
placement


How do I make a PSA poster?
You need to know:
-what makes up a PSA, and
-visual hierarchy (how to design)
Which circle is the most important?
Which circle is the most important?
Why?
Visual Hierarchy
When designing your poster, you begin by deciding which information is the most important, or which information you want the viewer to see first. Next, you arrange and manipulate the elements accordingly.
Examples of PSA Posters
What is:
the headline?
the illustration?
the body copy, tagline, signature,
and/or
call to action?
the message?
the purpose?
Other Design Considerations:
margins - be consistent!
pay attention to how elements align!
no more than 2 text alignments!
fonts - no more than 3!
limited color palette!
aesthetics congruent with message!
appropriate for audience!
What is:
the headline?
the illustration?
the body copy, tagline, signature,
and/or
call to action?
the message?
the purpose?
What is:
the headline?
the illustration?
the body copy, tagline, signature,
and/or
call to action?
the message?
the purpose?
What is:
the headline?
the illustration?
the body copy, tagline, signature,
and/or
call to action?
the message?
the purpose?
Full transcript