Designing PSAs
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PSAs are announcements made by governments, non-profits, and others to serve community interests without charge. They use conceptual frames - spoken, written, or visual - to shape understanding of the message, with three categories being negative, positive, and neutral frames. Effective PSAs have concise, clear messages that engage audiences by appealing to their values while also requiring viewers to think deeply about the message.
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![“Any announcement for which no charge
is made…[by] governments…, non-profit
organizations…and other announcements
regarded as serving community interests”
-FCC
What is a PSA?](https://image.slidesharecdn.com/designing-psas-150917191155-lva1-app6892/85/Designing-PSAs-2-320.jpg)
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Designing PSAs
- 2. “Any announcement for which no charge is made…[by] governments…, non-profit organizations…and other announcements regarded as serving community interests” -FCC What is a PSA?
- 5. Message Frames • Frames are conceptual metaphors that help cast the meaning of a message. • Can be spoken, written, or visual. • Three basic categories of frames: negative, positive, neutral.
- 6. conceptual metaphors frame how we think about and thus act toward things.
- 7. Negative Frames most common, but not necessarily the most effective.
- 9. Positive Frames seek to persuade by showing advantages, benefits, good outcomes.
- 11. Neutral Frames
- 12. • Have concise, crystal-clear messages. • Are attention-getting (but beware being too aggressive/dramatic). • Frame the message to effectively respond to the audience’s core values and beliefs. • Make the viewer do work to complete the message. Good PSAs