PSA is the acronym of Public Service Advertisement → that is a short video, radio announcement, or print advertisement created by a nonprofit organisation or the government to persuade an audience to take positive action on a cause or social issue.

oppositely it can’t be considered a PSA Any form of media that is gaining a profit by selling a product or service. THE MAIN GOALS OF PSA → may be as different as

Grab the audience’s attention
Send a specific, clear, simple message = one point of view
Persuade the audience to take action = on a cause or social issue OTHER GOALS
Appeals to emotions → through the use a. of specific techniques such as = Narration, text, interviews, testimonials, photos, music, dramatisations b. based on facts from reliable sources
Gets the point in 30 to 60 seconds
convince people on something you can immediately go out and do or take a stand on WHEN DID THEY BEGIN AND WHY In the U.S., the Ad Council (initially called the War Advertising Council) = was set up in 1941 , when America entered World War II ↓ It began implementing on a massive scale the idea of using advertising to influence American society on a range of fronts.
Their first campaigns focused on the country's needs during World War II, such as encouraging the American public to invest their savings in government bonds → After the Japanese attack on Pearl Harbour, the US government launched an appeal to factories to increase arms production.
After the War , PSAs were used to educate the public on a broader range with the objective of raising awareness, changing public attitudes and changing behaviour towards a social issue. 1

THE DEFENCE OF ARTISTIC HERITAGE

As you can see in this slide there are two examples of public service advertisement, where both are created to raise awareness and protect the environment of our city , Bergamo.

In the first poster we can see Porta San Giacomo, in the background a glimpse of a countryside with meadows and hills. The image wants to highlight the harmony that there would be if we all did something to safeguard our land. We used in particular Porta San Giacomo because it’s the most famous of Città Alta, certainly the one with the most visual impact Finally, on the right side of the poster we can see a slogan that wants to make clear to everyone the importance of the commitment of each. Another reason that must convince us to preserve our city is the belonging of the Mura Venete to the UNESCO organisation, a symbol of art and cultural importance.
Also the second one, aims to attract tourists and citizens about our beautiful heritage for these reasons I’ve used a photograph that has been taken by some of our classmates, which frames one of the beauties of città alta known as Palazzo Terzi. The message is particularly made clear and captivating by the skyline of the imposing 16th century architectural structure, which since 2017 joined the heritage of UNESCO. The main element is certainly the skyline which has been simplified in the form of vector design, and runs all along the advertisements. The main colour is black and I made this choice for two reasons, the first reason is because it’s a colour palette with the photo and the second because it highlights the slogan that stands out immediately upon observing the poster. At the top is reported the issuer of this advertisement such as the city of Bergamo, while moving in the right corner are the logos of the sponsoring entities that have supported and collaborated for this project. 2