Above all we must realize that each of us makes a difference with our life. Each of us impacts the world around us every single day. We have a choice to use the gift of our life to make the world a better place - or not to bother.
(Jane Goodall)
For many people, ‘pro-social behavior’ may appear as an empty and inflated cliché. Nevertheless, pro-social behavior may be virtuously simple, starting with basic day-to-day comportment – such as holding doors or helping an old woman up the stairs – and continues to volunteering or charity donation in form of money, food, or old clothes. Recycling or buying fair-trade products might be another everyday example. In general, pro-social behavior is any selfless, kind, and altruistic act, which would not benefit us – at least not in a material sense – but especially some other person, the whole community or the whole world. However, the personal benefit for each of us may lie in an elevating feeling of inner satisfaction, resulting from a contribution to public good.
Firstly, pro-social media help to boost awareness on important social, public, environmental, and health issues. Secondly, a cumulative exposure draws the attention of the community to particular problems and thus may increase receptivity of the public regarding the given issue. The next positive consequence lies in a “stimulation of later conversation with one's family, friends, or doctor.” Even though the resulting positive behavior change might not be caused directly by the advert, at least it helps with arousing a discussion. The fourth effect is providing a stimuli for further exploration of the topic and for seeking additional information. Finally, the pro-social marketing is able to emphasize and strengthen the already existing positive attitudes and behavior. (Harris, 2004, p. 339-341).
PSAs are particularly important in the area of public health. The history offers many examples of their effectiveness, especially in the area of so called ‘civilization diseases,’ such as lung cancer resulting from smoking, obesity, or high blood pressure. An interesting illustration coming from the US can be found in a Christopher Byron’s article, also published on this blog: “When broadcasters were required to air one anti-smoking ad for every three cigarette ads, the smoking rate decreased so markedly that the cigarette industry decided to stop advertising on TV altogether – and a few years later Congress made cigarette ads illegal” (Byron, 2007).
The main difference between commercial and pro-social advertising is that the latter is trying to make us think, ponder over the current world problems and eventually to help, while the primary aim of the profit-making ads is to influence or persuade for a purchase. It is an area which deserves to be in a limelight of the public interest, in order to stimulate a productive discussion, followed by a proper action. According to Osocio (http://osocio.org), a phenomenal blog devoted to pro-social advertising, such ads and campaigns should be appreciated and celebrated. What do you think?
List of References:
Harris, R. J. (2004). A Cognitive Psychology of Mass Communication. Available from http://www.questia.com/read/104643229?title=A%20Cognitive%20Psychology%20of%20Mass%20Communication
Opening Quote. (2008). Positive Communication. Retrieved January 7, 2009 from http://marcomblog.web-log.nl/
Vero, I thought this blog would not so interesting at first glance, but later after reading some of interesting articles and "feel" how you actualy tried to put "soul" in it, I am very glad that I had read it.
ReplyDeleteIt is a pity, that today we do not have so many pro-social ads that help us to think or look at things differently that sometimes can save our lives. But how do you think who should sponsore this type of ads? Government or some social organizations?
Hey Assem,
ReplyDeletethank you for the positive feedback - I am glad you share my opinion.
Regarding the funding or sponsorship of pro-social campaign: your suggestion are basically right.
Often, such projects are developed in a co-operation or with a support from the Government, though it is not necessarily Government who would be managing or arranging the campaign. An initiative usually comes from a non-profit organization or a pro-social agency, as a response to an unsettling or alarming health, social, or environmental issue.
However, involvement of commercial companies or organizations is definitely not an exception, perhaps it is almost a rule. Especially the "big players" on the market, such as telephone operators (O2, Vodafone) or major banks, tend to sponsor pro-social events.
They might be acting like this because of their company policy or in order to create a more positive image and perception of the firm. Of course, they do so in exchange for being mentioned as an official sponsor in all materials, including their logo, Website address and other forms of self-promotion.
Hi there, Veronika! I must admit I have enjoyed every single line of your work. To answer your (hopefully not rhetorical) question, yes, I do think that pro-social adverts and campaigns should be celebrated. I have been wondering- do not you have an idea whether there is some law in the Czech Republic regulating the amount of the common advertising vs. pro-social one? If no, do you think there should be one? I am looking forward to your answer!
ReplyDeleteHi, Veru.
ReplyDeleteThanks for creating your blog on such important topic. I agree with you that pro-social advertising is extremely important in order to inform and educate the public about the current issues and its consequences. I like the AIDS campaign ‘ Put It On For Heaven’s Sake’ video you have uploaded to your blog. It carries a quite strong message, just like the Amnesty International campaign about the power of a signature.
I hope that some people even out of our Media and Society class will randomly visit your blog as well, so more people can view this strong message, and your effort is not purposeless.