MCM101 Ass # 2 Idea Sol

 “Public Service Advertising”
“Public Service Advertising, a technique used to promote commercial goods and services, can be used to inform, educate and motivate the public about non-commercial issues, such as AIDS, political ideology, energy conservation, religious recruitment, and deforestation advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences.Identify any such advertisement being used by Pakistani Media for non commercial issues and explain it in detail.

Solution:- 

Pakistani Electronic media Role in the Help of Flood victims Relief Pakistan in 2010

Introduction

Non commercial issues:

can be used to inform, educate and motivate the public about non-commercial issues, such as AIDS, political ideology, energy conservation, religious recruitment, and deforestation Advertising, in its non-commercial guise, is a powerful educational tool capable of Reaching and motivating large audiences. In Pakistan, 19 percent of adults (age 18+) smoke tobacco .Almost one-third (32 percent of men and 6 percent of women smoker. Among youth (age 13-15) in Islamabad, 1 percent smoke cigarettes (boys 2 percent; girls 0.6 percent) and 9.5 percent use tobacco products other than cigarettes (boys 11 percent; girls 7 percent). For example in this time the campaign of against smoking In Pakistan is very popular and many peoples leave this bad habits due to its danger and this is all credit go to health department and Media Advertise.

Another: example of non commercial issue campaign against Polio virus in little kids in Pakistan .Cause of this advertisement common man get knowledge about this problem they understand of its drawbacks.

Conclusion

Flood in Pakistan in 2010

In July 2010 due to heavy monsoon raining in All Pakistan Punjab, Sindh, Blochistan, and also in the Khyber Pakhtunkhwa .Approximately one-fifth of Pakistan's total land area was underwater. According to Pakistani government data the floods directly affected about 20 million people, mostly by destruction of property, livelihood and infrastructure, with a death toll of close to 2,000. Floods have submerged 17 million acres (69,000km²) of Pakistan's most fertile crop land, have killed 200,000 herds of livestock and have washed away massive amounts of grain. A major concern is that farmers will be unable to meet the fall deadline for planting new seeds in 2010, which implies a massive loss of food production in 2011, and potential long term food shortages. The agricultural damages are more than 2.9 billion dollars, according to recent estimates, and include over 700,000 acres (2,800 km²) of lost cotton crops, 200,000 acres (810 km²) of sugar cane and 200,000 acres (810km²) of rice, in addition to the loss of over 500,000 tones of stocked wheat, 300,000 acres (1,200 km²) of animal fodder and the stored grain losses.

Economic effects

This flood damage Pakistani Economy is very deeply now Pakistani nation is need that world help for improve and cover the flood side effect. But its not very easy first task for Pakistani media that attention to all over the world, what’s happened in Pakistan? And what is the true picture in flood areas? And only media is first approach to disaster area’s and its live coverage and update minute by minute. its large scale disaster so its effect is create problem for all nation .For example the International Labour Organization reported that more than 5.3 million jobs have been lost due to the floods. And this data tells to world, is the task for media. Approximately loose of highway and railway 158 million and 131 million rupees.

Need Help

                    In this condition a lot of peoples home less and many peoples loose there crops ,many families that only spending life on the behalf of animals for sale milk and sale the animals for beef, they loose everything due to this flood every where seen only water, nothing to eat no home and raining is continuity  appear in this situation. On this time lot of problem for Pakistani Government and local management but that time not only participated NGO but also Pakistani T.V channel run campaign for fund razing for flood relief. Flood affected need for the help of all world and specially friends of Pakistan like China, Saudi Arabic, and others Arabic countries. In this time it’s very necessary that media front forward and take pivotal role. We are living in the age of information explosion, where the world has shrunk into a global village, use of this tool of Media is very important for flood related peoples. By the end of July 2010, Pakistan had appealed to international donors for help in responding to the disaster.

Non Commercial Role of Pakistani Electronic media, T.V channels, in 2010 flood

The role of the media would be equally significant during the upcoming phases of rehabilitation and reconstruction of flood affected areas. The in-depth coverage given by electronic media to the devastation caused by floods in different parts of the country And all Pakistan effects of this deserter. This helped in sensitizing the people throughout country as well as Pakistani community living abroad. Pakistani TVs channels for example Express news, PTV, Geo TV,  Sama TV, Ary News, Dawn news, Aaj television, etc theses channels not only coverage of flood relief also its highlight the problems of that area and give to the true picture for government for taking idea about the condition and looses there happen. It’s also courage the world that attention to the flood area.

(1) PTV collects from fundraising 450 millions. 

(2) Express news, PTV, Geo TV, Sama TV, Ary News, Dawn news, give live coverage in flood areas.

(3) Making special documentary film and reports.

(4)Cover all fundraising function even it’s in government sector and private sector.

(5) Persuade common person to help for flood affected peoples with free advertise.

(6)Helping, coverage and participated or corporate with NGO,s, for collect money for          Flood victims for Example

Imran Khan  & MKRF, Express Helpline Trust, Pakistan Zindagi Trust

Khidmat Khalq Foundation, Edhi Foundation.

Electronic Media against Polio virus,

                        Polio is very danger’s that make physically illegibility for all life in kids its human disease and it’s caused of polio virus. Before few years Pakistan government stared program polio free Pakistan. Main target of this program is developing immunity in little kids it’s started to Vaccination in all newly burn babies. In first health worker is going door to door and drink to kids polio drop but lake of education and illiteracy peoples not get accepted results. In this condition health department started comparing of this project on television and almost all TV channels that seen in Pakistan .peoples interstate in this program after see this advertisement. TVs channels inform to peoples about polio virus and its loose, this advertisement persude, inform to public for drink polio virus to little kids. They understand the benefit of this campaign.

Dengue fever and Television,

In the 2006 dengue outbreak in Pakistan, a significant rise in the number of dengue fever cases was reported in Pakistan, becoming the country's worst health crisis; there are signs that the infectious disease is spreading to different parts of the country. Though the outbreak seemed to settle down during the winter season it was expected to recur next year in spring. In this case against department health use electronic media for inform to public its cure and treatment prevention. Television run little commercials about this fever like this mosquito only attack in evening so close your home door and windows sun set. Its useful and successful way of information so this advertisement is helps the peoples for control and safety against this disease.

References:

1Wikipedia

2(Advertising Handbook)

3Course lectures number 21