Analysis of the Environmental TV Public Service Ads for the Beijing Olympic Games Organization.doc

Analysis of the Environmental TV Public Service Ads for the Beijing Olympic Games Organization1. IntroductionThe Beijing Olympic Organizing Committee is a nonprofit international sports organization and was established in December 13, 2001. It bears the organization work of various organizing tasks of Beijing Olympic Games and Beijing Paralympic. The main task of Beijing Olympic Organizing Committee is to build the system, mechanisms and work of Olympic Games operation; establish the supply network of Olympic material technical and service support; further popularize Olympic publicity education and create a positive atmosphere for public opinion at home and abroad; comprehensively improve the comprehensive quality of the organizing team and forge a backbone troop with a hard thinking, specialization and internationalization.The three concepts of the Beijing Olympic Games are Green Olympics Scientific Olympics and Humanity Olympics. In order to achieve the concept of Green Olympics, the Beijing Olympic Committee launched the environmental part in its television public service ads. By the advertising appeals way of the rational, in a series of environmental public service ads which are” a small force is a support”, creators start with the little things in our daily lives that are easy to overlook and use a series of shocking figures to remind us to save water, save electricity, cycle more and drive less. What these ads told us is to remind people to pay attention to doing savings in some small chores of everyday life and the behavior involved does not require much effort to be done. For example, conserve electricity articles stressed that the bulb is used for lighting but not used for heating, but do you know 90% of the electricity of incandescent lamps is consumed by the heat? So if incandescent lamps are replaced with energy-saving lamps, it will get a 90% reduction in power consumption and a reduction of thirty million tons greenhouse gas emissions. Your low effort behaviour can prevent global warming. (Olympic Environmental Protection - conserve electricity, 2008)The subjects and themes of the Beijing Olympic Games environmentally friendly public service ads have a very wide range, 71% of which are daily behavior contents, including water conservation, conservation of electricity, no smoking in public places, no litter, complying with traffic rules and other topics. These behaviors of advertisements are trying to encourage you to engage in. For example, in advertising, a man of morning run turned around to put the ground garbage into the trash; a child covered with a thin paper before stepping on a chair in order to take the kite on the tree; a Ms. reduces the volume when answering the phone in the elevator in order to not affect the baby sleeping. (Olympic PSAs: I believe, 2008) These actions combined with the voice-over makes people understand the civilization is just around you anytime and anywhere and everyone anywhere an effortlessly make contribute to Green Olympics, which has a very strong behavior guide force. The whole tone of the ad appeals to the reason and play a good publicity. Beijing Olympic environmental protection commonweal advertisement calls for the return of morality and humanity, which has a role in promoting, improving national environmental protection concept. (Kevin Tampone, 2006)2. AnalysisHow to be exposed to advertisementFirst of all, after the reform and development, peoples thoughts and beliefs, codes of conduct, ethics, and values are in a dramatic transmutation and presenting diversity. The excessive pursuit on the economy of Chinese people has led to the concept of peoples environmental protection gradually to be indifferent or even forgotten. Beijing Olympic environmental public service advertising is placed in such a context to have a thinking and creativity, which has a vivid sense of reality, the sense of the times, and strong practical relevance. Therefore, Beijing Olympic Green PSAs emphasis on the heritage of national cultural, call for the return of morality and humanity, call for the establishment of the new concept of environmental protection, and call the harmonious development between people and society, human and nature, which has a strong cultural appeal and appeal.Secondly, the Beijing Olympic Green PSAs emphasize the action demonstration of ordinary people. The environmental behavior of these ordinary people with different identities and different occupations delivered the Olympic civilization to the public. The proximity and psychological intimacy of this performance can arouse the audiences sympathy and can really make public service ads to become a light lead the Olympic civilization, which makes people be exposed to this advertisement.Application of “Attraction”In the creative and operational processes of advertising, highlighting what property and how to find the reasonable attractiveness point is the core problem needed to be addressed in the creative process of advertising companies. ( Kanuk, Leslie Lazar; Wisenblit, Joseph; Schiffman, Leon G,2010) In order to attract more people to the ad, the environmental protection and public service ads creators of Beijing Olympic Games apply the way of inviting a lot of social celebrity to assume the communicator advertising and image speak to enhance the attractiveness of advertising and the effectiveness of the publicity. The celebrities of all areas of society participate in the TV series of public service ads and the image speak of graphic public service ads and take practical action to support the Olympics, to show the national spirit, and to set an example for the community. Because celebrities themselves are very attractive among the masses, the better personal image of the social celebrities served as advertising can attract people to be interested in advertising and take part in the advertising, which is such as the Deng Yaping, Wang Junxia, Li Yongbo, and Yang Lan, who are the celebrities of sports community and the media in the Olympic Green PSAs series, which has enhanced the appeal of advertising. (Olympic Environmental Protection - green office, 2008)Cognitive or affective influence on consumer behaviorThe so-called attitude is the relatively stable tendency of psychological reactions that individuals hold for a certain object, which consists of three elements of cognition, emotion and behavior. Consumer attitude is the individual evaluation of consumer or a relatively stable psychological tendency when consumers treat the objective external objects, which are the psychological tendencies for the commodity, enterprise, marketing personnel, advertising, packing, price and others.( Dub, Laurette; Cervellon, Marie-Ccile; Jingyuan, Han,2003) PSAs (public service advertisings) are unlike commercial advertising. The main function of commercial advertising is to persuade, inform, persuade, and induce, but the main function of public service ads is to persuade consumers. However in order to persuade consumers in a short time, it must need to cause emotional sympathy and recognition of consumers. Therefore, the PSAs are more to apply the theory of affective based attitudes to influence audience. In the ad, emotional is often to be taken as an experience, which is used to summarize the evaluation of a high degree of positive or negative for some real or imagined events, behavior or quality as well as the resulting mental state or physical and psychological reactions.( Greenley, Gordon and Foxall, Gordon,1998)The method of advertising appeals can be divided into two kinds, namely, the rational appeals and emotional appeals. Public service ads is non-commercial advertising that aims to have a publicity and education to the public through various media in order to maintain social morality and the normal order and to achieve the sustainable development between man and nature. Beijing Olympic Games environmental public service ads are just to make full use of this form of communication and dissemination mechanisms of public service ads, through its keen creative perspective to capture the charm instant that best embodies the Olympic spirit and Olympic culture, and to uptake the complex content most needing to be performed into a point, namely the appeal point that most impressed the audience mind, and put it as the theme content of these series of public service advertising. Therefore, this series of public advertising is not just about a true story, but also is to find the flash moment that can best move the hearts and emotion through these extraordinary stories. In essence, this momentary flash of this series of public service advertising is power, penetration and shocking of the dissemination of information.(Santos, Jessica and Boote, Jonathan,2003) According to statistics, the emotional appeal of the Beijing Olympic environmental PSAs is absolutely dominant, which is accounting for 87%, while the rational demands only account for 13%. For example, there is such an article that an 82-year-old man named Zheng Shu Shan has been clearing the small ads with coatings with the perseverance of taking five years as one day in order to maintain a community environment in the series of environmental ads.(Olympic Games is all around us,2008) How can so old a man have such a strong determination to do the things of the protection of the environment for many years? This has deeply shocked the people who watch the ads, causing them emotional resonance, so a lot of people initiative to improve environmental awareness when watching advertising.Environmental public service advertising in the Beijing Olympic Games applied the emotional appeal of advertising method to have made advertising have a considerable degree of integrity, coupled with that its content is often closely linked with peoples social life and spiritual life, it captures peoples emotions to carry forward the spirit of environmental protection and its profound environmental education concept, can trigger peoples value resonance, spiritual vibration, deep concern and conscious reflection. In short, the adoption of the theory of affective based attitudes has well publicized the concept of environmental protection for the Beijing Olympic Games. Reference：Olympic PSAs: I believe (2008) Retrieved August 2, 2012, from /show/iL_9uH3TUaplUy1B.html?loc=tashangchuanOlympic Environmental Protection - conserve electricity. (2008) Retrieved August 2, 2012, from /video/2008-07/18/content_8568684.htmOlympic Environmental Protection - green office (2008), Retr