The public service advertisement that I choose,made by World Widelife Fund,is a 40-second
flash radio.
The purpose of this advertisement is to raise the world`s awareness about protecting wildlife.
As a focus issue,it need attract global humans.
Not only it has an obvious purpose,but also there is a great format in the advertisement.That
is to say,its messages are reflected in format,creativity and technology.The media messages
are organized in two parts.One expresses the action and emotion of humans and the other
envys animals `action and emotion.For examples,the girl is taking a bike while the fish is
swimming with the same direction.The human mother is hugging the human baby while the ape
mother does the same.There is an ingenious comparation between humans and wildlife.It clearly
envys the message that we are all connected together.The significant point is that it shows
humans` and wildlife`s eyes in the style of camera close-ups,which conveys intimacy.
There is no denying that superb techniques bring perfect effect.Audience will be moved
because of its embeded values represented in the advertisement.Neverthless,audience will be
impressed in terms of its creative techniques.
Summarizing what mentioned above,it is not only a valuable flash radio,but also a creative
advertisement.
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