1. 1 Public Service Advertising in China: Social Marketing in the Making By Kara Chan Hong Kong Baptist University & Hong Cheng Bradley University AAA Asia-Pacific Conference June 1, 2001

2. 2 Public Service Advertising (PSA) * Communicating a message on behalf of some good cause * Created for free by advertising professionals, with space and time donated by the media * A major social marketing format Social Marketing * Adopting marketing mindset, processes and strategies to non-commercial settings * Also a logical extension of persuasion theory and diffusion theory

3. 3 PSA in China l 1979:Commercial advertising came back to life l 1987:First PSAs occurred l 1996:PSA became truly popular l 1996-’99:70,000 PSAs were published or aired

4. 4 Themes of National PSA Campaigns in China (1996-2000) YearTheme l 1996Promoting the revival of traditional Chinese values l 1997Eulogizing the Chinese nation's unremitting efforts to make itself stronger and celebrating the return of Hong Kong to its motherland l 1998Encouraging laid-off workers from state-owned enterprises to start afresh and glorifying the heroic spirits demonstrated in anti-flood campaigns l 1999Celebrating the 50 th anniversary of the founding of PRC and the return of Macao to its motherland l 2000Promoting an optimistic outlook on life and advocating environmental protection and natural resources conservation

5. 5 Chinese PSA’s Characteristics l Alternative means for promoting dominant ideology l Seasonality l Limited geographic reach

6. 6 PSA’s Functions in China Offering correct courses for actions to current social problems Advocating actions that serve the welfare of the majority or the long-term benefits of the society Raising the moral standard by establishing an optimistic outlook on life Educating the public on health and hygiene issues Eulogizing the Party's achievements, facilitating political stability, and promoting social development Increasing advertisers, advertising agencies, and media practitioners' sense of social responsibility and their willingness to contribute to public services, and improving the advertising industry's public image * In short, helping with the “socialist spiritual civilization”

7. 7 A Semiotic Analysis of Chinese PSAs Williamson's “Oppositional Decoding” Formula Sign Signifier Signified Individualism Signifier Signified Image Marlboro Man

8. 8 From Food Coupon to Quality Wheat Flour

9. 9 From “Big Four” to “Small Eight”

10. 10 From “Foreign Nail” to “Home-made Rocket”

11. 11 One Chopstick vs. a Bundle of Chopsticks

12. 12 Challenges for PSA in China Danger of turning PSA back into propaganda Source-dominant Hampered by outdated advertising law Lack of funding