Public Service AnnouncementsⅡ

Many effective PSAs are not sponsored by the Ad Council. A Clio award-winning ad for the Humane Society shows in slow motion the violence that occurs at rodeos, while a Strauss waltz plays in the background. The ad focuses our attention on an of-ten-ignored facet of the rodeo. The ad argues persuasively that rodeos are inhumane. Similarly, Mothers Against Drunk Driving (MADD) sponsored a series of PSAs encouraging youths and the public at large to consider the cost in human life that is ex-acted by those who drive while intoxicated.

One $2 million PSA radio campaign is privately funded. Martin Himmel, former president of Jeffrey Martin Inc., commissioned media guru Tony Schwartz to produce an antismoking campaign. In one of Schwartz's spots, Patrick Reynolds, grandson of the founder of the R. J. Reynolds Tobacco MBT Shoes On Sale Company, reveals that his grandfather, a tobacco chewer, died of cancer, as did his heavy-smoking father. His mother and three brothers all have emphysema, says Reynolds. "Now tell me," the ad concludes, "do you think the cigarette companies are truthful when they tell you that smoking isn't harmful? What do you think?"

Because its producers do not pay for the time in which the PSA is aired, they cannot control its placement. Stations tend to place PSAs in times no one has purchased. Consequently, PSAs often air early in the morning or late at night, when few viewers are watching, or in documentaries for which the network could not find enough sponsors.

In 1999 a federally sponsored antidrug campaign blurred the traditional distinction between the P.S.A. and the paid ad. Concerned that antidrug PSAs produced by such nonprofit groups as the Partnership for a Drug Free America were not being given the air time that would reach the targeted adolescent audience, Congress appropriated $170 million dollars for a televised advertising campaign based on purchased time.

Political Ads
Some ads argue that we should elect one person rather than another or urge us to vote a specific way on a resolution or referendum. These ads, which differ in some important ways from other types of ads, will be discussed in Chapter 10.

Issue Advocacy Ads Some ads argue for or against a piece of legislation, while others make a case that a politician is or is not MBT Shoes doing a good job without using such terms as "vote for" or "vote against." These issue advocacy ads are discussed in Chapter 10 as well.

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