PSA Today: PSAnalysis
What is a PSA?
There are many instances when you might need to connect with a massive number of people about a topic. While you could choose to educate them in many ways, one popular and effective method is the public service announcement or PSA. A PSA allows you the opportunity to educate, inspire and make a difference in the lives of your audience members by highlighting a subject you find important.
A public service announcement, or PSA, is a message shared with the general public that raises awareness about an issue. Although most public service announcements have the overarching goal of informing their audience, a PSA may also serve to inspire the public to take action or make a change.
What Is a Public Service Announcement? (And How to Write It), www.indeed.com/career-advice/career-development/what-is-a-public-service-announcement. Accessed 13 Nov. 2023.
Types of PSA’s
We can again make a distinction between Concept and Subject, just as we did in the Photography Project. Here we will also consider Method.
Subject:
Definition: The subject is the main theme, topic, or focus of the creative work. It is the raw material or content that the creator engages with to express ideas, emotions, or messages.
Role: The subject provides the foundation for the creative work, serving as the starting point for exploration and expression. It could be a person, place, idea, emotion, or any other element that the creator finds compelling.
Concept:
Definition: The concept is the abstract or intellectual framework that gives structure and meaning to the creative work. It involves the interpretation, manipulation, or transformation of the subject to convey a particular idea or message.
Role: The concept is the creator's unique perspective or approach to the subject. It adds depth, layers, and a distinctive character to the work. It is the conceptual framework that guides the creative decisions and shapes the overall narrative or presentation.
Method:
Definition: The method refers to the techniques, processes, and tools employed by the creator to bring the subject and concept to life. It encompasses the practical aspects of creating, whether it's the brushstrokes in a painting, the words in a novel, the experiments in science, or the code in a software project.
Role: The method is the bridge between the abstract ideas of the subject and concept and the tangible, realized work. It involves the technical skills, craftsmanship, and creative choices that the creator makes to convey their vision effectively.
Narrative: Engage viewers emotionally through storytelling techniques, creating a connection with the message.
Animation: Use visuals, characters, and storytelling to communicate important ideas in a creative and engaging way.
Testimonial: Feature real people sharing personal stories or experiences to raise awareness and inspire action.
Print Ads: In the form of print ads displayed in newspapers, magazines, billboards, and other print media to reach a broad audience.
Social Media: Created specifically for online sharing on social media platforms, leveraging the reach and engagement potential of social media users.
Educational: Aim to inform and educate about specific issues or topics, often using clear explanations, visuals, and statistics.
Group Analysis
Part 1
We will begin by analyzing the “Crying Indian” PSA together as a group.
Consider:
What was the idea being shared?
How was it supported?
What was the social / political context of the time the ad was created?
Is this a successful ad today? Why or why not?
What else did you notice about the PSA?
How is a PSA like an advertisement? How is it different?
Part 2
Now consider this PSA
Consider:
Compare the visual and narrative approaches of "The Crying Indian" and "Back-To-School Essentials." How do these creative choices contribute to their respective messages?
Analyze how the cultural and social contexts of the times when "The Crying Indian" and "Back-To-School Essentials" were released influence their messaging and relevance.
Explore how each PSA engages the emotions.
Identify the likely target audiences for each PSA and discuss how the creative choices cater to these specific demographics or societal groups.
Evaluate the effectiveness of each PSA in delivering its message and consider their long-term impact on public perception, behavior, or awareness related to the addressed issues.
Small Group Analysis
Watch the following PSA and consider the following:
What were the persuasive facts/statistics?
How were emotions engaged? Humor, fear, etc?
Who is this PSA aimed at? How did it target that specific audience?
How was the main message communicated? Visually? Voiceover? Script?
What visual techniques were employed?
How was sound employed?
Was the problem clearly identified?
Were solutions proposed?
Was there a call to action?
What was the ineffable “wow” factor that made the PSA impactful. Alternatively, what missed the mark and made you cringe?
Consider these same questions as each group analysis one of the PSAs below and post the name of your PSA and your analysis in the comments below..
As a large groups, consider the following:
What do the impactful PSAs share?
They don’t need spoken words to be powerful
Often have very dramatic camera angles
Often have mood-evoking music
Are usually are around 60 seconds or less
Problem/Solution
Have a call to action
What else????
Asynch Work (optional)
Choose another PSA and asychronousy answer the following questions in a comment below:
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?
