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Public Service Advertising in China: Social Marketing in the Making By Kara Chan Hong Kong Baptist University & Hong

Public Service Advertising in China: Social Marketing in the Making By Kara Chan Hong Kong Baptist University & Hong Cheng Bradley University AAA Asia-Pacific Conference June 1, 2001. Public Service Advertising (PSA) Communicating a message on behalf of some good cause

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Public Service Advertising in China: Social Marketing in the Making By Kara Chan Hong Kong Baptist University & Hong

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  1. Public Service Advertising in China: • Social Marketing in the Making • By • Kara Chan • Hong Kong Baptist University • & • Hong Cheng • Bradley University • AAA Asia-Pacific Conference • June 1, 2001

  2. Public Service Advertising (PSA) • Communicating a message on behalf of some good cause • Created for free by advertising professionals, with space and time donated by the media • A major social marketing format • Social Marketing • Adopting marketing mindset, processes and strategies to non-commercial settings • Also a logical extension of persuasion theory and diffusion theory

  3. PSA in China • 1979: Commercial advertising came back to life • 1987: First PSAs occurred • 1996: PSA became truly popular • 1996-’99: 70,000 PSAs were published or aired

  4. Themes of National PSA Campaigns in China(1996-2000) • Year Theme • 1996 Promoting the revival of traditional Chinese values • 1997 Eulogizing the Chinese nation's unremitting efforts to make itself stronger and celebrating the return of Hong Kong to its motherland • 1998 Encouraging laid-off workers from state-owned enterprises to start afresh and glorifying the heroic spirits demonstrated in anti-flood campaigns • 1999 Celebrating the 50th anniversary of the founding of PRC and the return of Macao to its motherland • 2000 Promoting an optimistic outlook on life and advocating environmental protection and natural resources conservation

  5. Chinese PSA’s Characteristics • Alternative means for promoting dominant ideology • Seasonality • Limited geographic reach

  6. PSA’s Functions in China • Offering correct courses for actions to current social problems • Advocating actions that serve the welfare of the majority or the long-term benefits of the society • Raising the moral standard by establishing an optimistic outlook on life • Educating the public on health and hygiene issues • Eulogizing the Party's achievements, facilitating political stability, and promoting social development • Increasing advertisers, advertising agencies, and media practitioners' sense of social responsibility and their willingness to contribute to public services, and improving the advertising industry's public image • In short, helping with the “socialist spiritual civilization”

  7. A Semiotic Analysis of Chinese PSAs • Williamson's “Oppositional Decoding” Formula • Sign • SignifierSignified Individualism • SignifierSignified • ImageMarlboro Man

  8. From Food Coupon to Quality Wheat Flour

  9. From “Big Four” to “Small Eight”

  10. From “Foreign Nail” to “Home-made Rocket”

  11. One Chopstick vs. a Bundle of Chopsticks

  12. Challenges for PSA in China • Danger of turning PSA back into propaganda • Source-dominant • Hampered by outdated advertising law • Lack of funding

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