(1) profoundly reveals the essence and thoroughly analyzes things.

CCTV once broadcast a public service advertisement warning that smoking is harmful to life. In the TV picture, the word "smoking" appears in an eye-catching position, and the background is a combination picture of smoking endangering health. The "fire" on the half of the word "smoke" lit a cigarette and burned a series of amazing numbers:

The number of deaths caused by smoking in the world reaches 3 million every year, accounting for 5% of the annual deaths; Every 10 second in the world, 1 people die from smoking; The average smoking rate of men over 0/5 in China is 6 1%. ...

The deep voice-over further reveals the essence: smoking is the biggest threat to human survival after war, hunger and plague.

Groups of amazing figures and shocking warnings tell the dangers of smoking in essence, which makes people feel scared and self-evident, thus receiving good publicity and warning effects. A good advertising idea is the crystallization of wisdom, which will double the warning and educational effect of public service advertisements.

(2) High artistic concentration, clever and implicit metaphor.

Television public service advertisements must be compact and short, and cannot be delayed, but the publicity effect should be short and pithy, with strong feelings. This requires that what is told to people be highly concentrated in a dazzling moment.

An award-winning public service advertisement in Shandong Province 1997 is an unforgettable masterpiece. As soon as the advertisement started, an apple flower filled the screen. After the flowers wither, the green branches bear an apple, which grows bigger and bigger and grows into a big and delicious apple. When the fruit disappears, two small apples are produced, and when the fruit disappears again, four small apples are produced ... After several times of looming, the branches full of fruits are thin and small. At this time, the overwhelmed apple branches were crushed with a click. The picture is frozen, and there is a deep voice-over in the distance: human beings should also control themselves.

The concentration of art and the exquisiteness of metaphor can shorten time and space by ten times and increase appeal and persuasiveness by a hundred times.

(3) Moderate exaggeration and incisive warning.

Good advertising creativity can not be separated from subtle metaphors, but also from moderate and accurate exaggeration. After telling people that "China is a country short of water resources", the public service advertisements broadcast by CCTV warn people without exaggeration that if water resources are wantonly destroyed, the last drop we see will be our own tears! On the screen, a crystal tear slipped from a beautiful big eye. People are awed and shocked by its smell. It's a warning motto, the finishing touch.

Often watching TV public service advertisements, I always feel that the creative styles are different and have their own advantages: some tell the truth and enlighten the mind; There are amazing quips that criticize the current shortcomings; The wording of the warning is thought-provoking; In a word, an excellent TV public service advertisement will always fully reflect its creative effect through sound, video, subtitles, audio and other TV means to produce the best social benefits and achieve the purpose of warning and education. It is an artistic enjoyment to see creative public service advertisements.

Public service advertising is not only a government act, but also requires the participation and support of the whole society. If more entrepreneurs can realize this and actively participate, China's future public service advertisements will have a broader world and a better prospect.