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Exploration
Six: Deconstructing
Public Service Announcements
Exploration
Six focuses on the evaluation of Public Service Announcements.
You will provided with an opportunity to view student
created PSA's, develop criteria for an effective PSA,
and evaluate student examples. You will be the
judge.
Students
will be able to:
define
evaluation criteria
evaluate
PSA's
create
a rubric
create
a PSA
provide
analysis and feedback
At the end of this exploration, you will recognize
some of the qualities that are required to create an
effective PSA.
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Advertising
is not used only to sell products. Ideas are also promoted
through PSA's or Public Service Announcements. PSA's often
promote healthy and positive lifestyles and values. Anti-drinking,
anti-smoking, anti-drugs, anti-racism, and anti-sexism are
a few messages often promoted.
Public
Service Announcements are created by various agencies for
varying purposes. Among these are Federal, Provincial and
Municipal Governments who use PSA's to win public support
for policies and programs. Producers and sellers of commercial
products hope to win the loyalty of consumers, universities
and colleges attempt to influence teen's decisions about
school, Corporate public relations departments want to
foster public support for business and industry, and health
care organizations wish to promote healthy and safe lifestyles.
As part
of the licensing agreement between TV stations and the
Canadian Radio-Television and Telecommunications Commission
(CRTC), PSAs are shown on television at no charge to the
organizations that submit them.
Looking At Public Service Announcements
-
With
a partner, brainstorm some
ideas or issues that
would be beneficial to promote
in your school. Select one
of those ideas or issues and
discuss how you
could develop an effective PSA
with the students at your
school as the target audience.
Determine your message and
be prepared to explain how
your PSA will attract and influence
a target audience.
Share
your ideas with the class.
-
To
prepare yourself to judge the effectiveness of student
created PS's (Take 1), it is beneficial to view some professionally
developed Public Service Announcements. Check with your
librarian
or English teacher to obtain a copy
of the
video series Scanning Television.
-
View
the following PSA spot:Video
2, Excerpt 14: This excerpt examines two
spots, "Funeral" ( on job safety) and "No
Smoking" ( on substance abuse).
-
What
images in the "Funeral" spot generate sympathy?
What is
the message? Who is the target audience?
Video
2, Excerpt 15: This excerpt examines three
anti-smoking spots , "Dreams",
"Swimmer", and "Quick Time".
- What message about smoking is created in each spot?
- Who is
the target audience for all three spots? What details suggest
the target audience?
- Suggest
a single frame for "Swimmer" that you think would
make an effective anti-smoking picture. Explain.
- Which
spot do you think is the most effective? What makes the spot
effective? message? special effects? camera angles? models?
etc.
Public
Service Announcements
Before
creating your own PSA, it is important that you understand
how a PSA looks and works. Find one PSA:
-
in
print form,
-
in
video form, and
-
in
radio spot form.
Complete
a worksheet for each PSA.
 
AND
THE WINNER IS....
- You are
the judge for a provincial PSA student competition for SGI which
focused on safety. It is your task to design the criteria to be
used to evaluate the entries.
- Decide
on the criteria to be used in evaluation. Is message important?
To
what degree is creativity significant? Is the PSA technically
sound? Are the images vivid? Is the camera work effective?
Does
the PSA appeal to sight and sound? Do PSA's have a length
requirement?
It may be helpful to view the PSA's to get ideas for evaluation.
- Once you
have decided upon your evaluation criteria, create a rubric. To
create the rubric, go to http://teach-nology.com/
. Be sure that your rubric is original and not a copy
of an existing rubric.
- View the
three entries below, and evaluate them according to your
criteria. To view the PSA's you will need to download QuickTime.
- Feedback
in the form of personal comments must be provided to the entrants.
When providing feedback, refer to specific examples of what was
effective in the PSA and what requires work.
- After you
have viewed and evaluated each entry, you must select a first,
second and third place winner.
- Submit your
completed rubric, evaluation, and feedback to the instructor.
Evaluation
for Take 3:
video
assessment
video
assessment form
You have
had the opportunity to view both professional PSAs and competitive
student PSAs. Keep in mind the purpose of PSAs and the
codes and conventions that you have explored as you try your
hand at creating a public service announcement.
Complete
either Take 4 or Take 5.
Designing
Public Service Announcements
- Create
a Public Service Announcement on a topic of your choice.
- Obtain
the software, "Between the Lines". Your school
should have a copy of this computer software. If not, complete
Take 4.
- Go to " Designing
Public
Service
Announcements,
Unit One".
- This program
gives you all the necessary tools to create a Public Service
Announcement.
- Submit
your completed PSA.
Storyboard
- Develop
a storyboard for
a cigarette spot that promotes smoking for teens. We all
know that smoking is costly and poses
serious health risks, but advertisers have been successfully
advocating smoking for many years. What techniques could
you use to develop a compelling message? To what teen fears
and desires would your commercial appeal?
- Submit
your storyboard.
Although
the look of PSAs may be similar to advertising, rather than
selling a product or service, they sell ideas. However, like
commercial ads, PSAs do attempt to persuade and will use
some of the same techniques as regular advertising. Teens
earn and spend money and make important decisions;
therefore, many agencies will go to great length to
influence those decisions.
You will
be evaluated on:
rubric containing
feedback and evaluation
PSA created in "Between the Lines" or
storyboard for smoking commercial
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