Exploring the scope of Public service advertising



Advertisements are undertaken to provoke the consumers to buy products or avail any services available in the market. They cater their product or service in such a desirable way that it generates demand. 
Then why some companies launch ad films in which there is no mention of their product rather it solely focuses on some social topic?


In a recent Philips advertisement, a silent couple is shown living everyday normal life. One day, husband comes home early and is shown cooking food. When wife gestures in questioning way, he hands her over breast cancer self-examining poster. The message displayed in the end encourages husbands to do one chore their wives do and instead ask them to practice breast self-examination to help fight breast cancer. Philips through this silent video proves that actions speak louder.

Public service advertisements commonly known as social awareness advertisements are campaigns in which the creator tends to inform, update, generate awareness among public on some social issue. They try to persuade them to engage in and try to eliminate the pertaining issue. These advertisements are strictly oriented on non-profit basis and disseminated without charge.

Another such advertisement was designed by ‘Dainik Bhaskar’ in which a father is taking her daughter away from school forcibly but her classmates hold her from behind. It looks like a tug of war between father and other students and students are finally able to take the girl back to class. Through this ad film, they share the idea that ‘For every adamant behaviour the correct action is to stand against it’ and stubbornness for good cause can help change the world.


These days public service advertising has gained momentum as they are considered an efficacious and effective source of raising awareness and bring a change in mindset of people.
Companies use ‘Public Service Advertisements’ as tool to fulfil their social responsibility as well as an opportunity to build positive brand image. 

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