Public Welfare Advertisements

The development of philanthropy is the embodiment of the rapid development of politics, economy, culture and education in our country. Public service advertising (PSA), which has developed very quickly, is not only an effective approach to develop philanthropy, but also one of the forms of the representation of its development. Consequently, both the PSA and the philanthropy have received much attention and support.On the other hand, if we want to make the PSA effective, we should improve the quality of the PSA with the increase of its quantity. The effevtiveness of the PSA means making the target audience establish the concept of philanthropy and take charitable actions, which is the final objective of the PSA. In reality, the form of most of the PSAs outweighs the fuction. The reasons are blindness of the choice of advertising themes, deviation from the creative objective, inaccuracy of the advertising creation and design methods, and lacking of responsibility of the designers. All these even result in the trend of doing PSA for winning the prize, for individual honor, and for commercial profits, which badly influence the practical effectiveness of the PSA.Aiming at the above-mentioned problems, based on my own theoratical knowledge and creative practice, I put forward several detailed suggestions and requests about creative objective, creative attitude, creative methods, design measures, release forms and so on to my peers from the angle of a designer by combining audience psychology. Different ideas and profound opinions from other designers are also expected in order to promote the rapid, healthy, and harmonious development of the PSA cause in China through mutual study.