1) Women's Refuge Advertisement:
2) If You Drink and Drive Advertisement:
3) John Kirwan Depression Advertisement:
All three PSA's reflect on a persons experience, the journey a person has been on, and the consequences of their journey.
In the Women's Refuge Advertisement, a woman shares her experiences of why she moved to New Zealand. Her journey was what she had seen from her own country and New Zealand. In in her home country, women were raped, beaten and interrogated. She thought she could come to New Zealand and be safe, but she realised that women also suffer from the same treatment. At the beginning of the advert, the audience is fooled. We think that the woman who is sharing her experiences is talking to a councillor. We assume the other woman is a councillor because she is dressed formally, but as the advert progresses the camera circles, moving closer to the formally dressed women, the camera then reveals the women's face to show a bruise where she had been beaten. The audience learns that the african woman talking is the councillor and the formally dressed woman is instead the victim. This advertisement is controversial. You could say that the african women's journey ended positively because she is able to help other women who have struggled through the same experiences as she has. On the other hand you could argue that the african woman's journey has ended negatively, as she hasn't been able to escape from the tortures of inhuman treatment of women.
In the If You Drink and Drive Advertisement, it shows Steve's journey, from at the party to leaving the party. At the party Steve was intoxicated, his friends asked Steve to help out at a job they had, Steve agreed then left the party driving drunk. The next day at 7:30 Steve's friends were working, they wondered where he was, he was suppose to help them out. They joked about how Steve is probably just sleeping his hangover off, but one of his friends called him Steve anyway. There was then a close up, of Steve dead in his car. He didn't make it home. The message from Steve's voicemail went off, echoing as the camera zoomed away from Steves dead body in his truck. The words in bold appeared 'If you drink then drive your a bloody idiot.' The advert gives Steve's journey and the negative consequences of his decision to drink and then drive. This shows the audience how one mistake, of driving home drunk can easily result in death.
In John Kirwan's depression advert, John talks about his journey, through depression and what helped him get through, 'the mental buzz of exercise'. The advert shows how John Kirwan uses exercise to make him feel good, like swimming every so often to make him feel as though he has accomplished something. His journey ended positively, he now teaches people about depression - How to ask for help and where to seek help to break out of depression, and not to be ashamed of this common mental illness.
Conventions to use in PSA:
- A persons journey and the positive or negative outcomes of it.
- Issues impacting New Zealanders ( more effective for New Zealand audience)
- Common issues in society.
- Bold writing - used at the end, to reinforce the important message the PSA is trying to get across.
- Close ups- show topics impact on emotions
- Narrator- to add more depth to topic
- Fast shots, and slow pace shots - build momentum and to develop mood.
In the Women's Refuge Advertisement, a woman shares her experiences of why she moved to New Zealand. Her journey was what she had seen from her own country and New Zealand. In in her home country, women were raped, beaten and interrogated. She thought she could come to New Zealand and be safe, but she realised that women also suffer from the same treatment. At the beginning of the advert, the audience is fooled. We think that the woman who is sharing her experiences is talking to a councillor. We assume the other woman is a councillor because she is dressed formally, but as the advert progresses the camera circles, moving closer to the formally dressed women, the camera then reveals the women's face to show a bruise where she had been beaten. The audience learns that the african woman talking is the councillor and the formally dressed woman is instead the victim. This advertisement is controversial. You could say that the african women's journey ended positively because she is able to help other women who have struggled through the same experiences as she has. On the other hand you could argue that the african woman's journey has ended negatively, as she hasn't been able to escape from the tortures of inhuman treatment of women.
In the If You Drink and Drive Advertisement, it shows Steve's journey, from at the party to leaving the party. At the party Steve was intoxicated, his friends asked Steve to help out at a job they had, Steve agreed then left the party driving drunk. The next day at 7:30 Steve's friends were working, they wondered where he was, he was suppose to help them out. They joked about how Steve is probably just sleeping his hangover off, but one of his friends called him Steve anyway. There was then a close up, of Steve dead in his car. He didn't make it home. The message from Steve's voicemail went off, echoing as the camera zoomed away from Steves dead body in his truck. The words in bold appeared 'If you drink then drive your a bloody idiot.' The advert gives Steve's journey and the negative consequences of his decision to drink and then drive. This shows the audience how one mistake, of driving home drunk can easily result in death.
In John Kirwan's depression advert, John talks about his journey, through depression and what helped him get through, 'the mental buzz of exercise'. The advert shows how John Kirwan uses exercise to make him feel good, like swimming every so often to make him feel as though he has accomplished something. His journey ended positively, he now teaches people about depression - How to ask for help and where to seek help to break out of depression, and not to be ashamed of this common mental illness.
Conventions to use in PSA:
- A persons journey and the positive or negative outcomes of it.
- Issues impacting New Zealanders ( more effective for New Zealand audience)
- Common issues in society.
- Bold writing - used at the end, to reinforce the important message the PSA is trying to get across.
- Close ups- show topics impact on emotions
- Narrator- to add more depth to topic
- Fast shots, and slow pace shots - build momentum and to develop mood.