Document Type : Research Paper
Author
Abstract
Public service advertising or public service broadcasting, a relatively new category in developmental communications and propagation, is naturally developmental and: a) does not involve private profits for advertiser(s); b) considers "teaching" and "information" as the basic constituents; and c) requires modern methods of journalism and propagation simultaneously. Public service advertising roots in governmental agents or state official institutions who are responsible for meeting the requirements and services which order the related services organizing the related affairs, and administer the various sectors of society. The audience of public service broadcasting belong to defferent social classes who are aimed according to the subject and content of the messages. The objective of this medium is to improve the living qualities and to make the people acquainted with their own responsibilities and social priorities. In this article, the writer, reviewing the history and roles of public service advertising in the world, intends to analyze the impact of this medium on content of messages in the media and transformation of media activities, introduce the public service broadcasting and their roles in national development, clarify their traits and characteristics, define the similarities and differences between public service advertising and commercial advertising, present the applicable forms and techniques used in public service advertising, determine the necessity for national policy-making in respect of public service broadcasting, and discuss about establishment of a "National Committee of Policy-Making for Public Service Advertising." Seemingly, attentive consideration of this newly-known facility along with application of scientific methods and long-term planning for determination of developmental priorities may provide new opportunities leading to social changes through political, economicod, cultural, material, and social improvements. Media, as the change agents would help this national project aptly.
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