Analysis of Audiovisual Texts of Public Service Announcements: Approaches and Methodology

Evgeniya Malenova,S Cindori,E.Yu Malushko,O Larouk,N.L Shamne,L.N Rebrina

doi:10.1051/shsconf/20185001102

Abstract

This research describes the approaches and methodology of analysis of public service announcements (PSAs) created in the audiovisual (AV) format. Recently, PSAs have become an important tool used to adjust current social behaviour models and to bring forward the maladies of the modern society. To increase PSAs’ persuasive potential, their authors use different creative forms and solutions. This research analyses different ways to understand the essence of AV texts, suggests the methodology of AV PSAs’ analysis and presents the results of an experimental verification of the methodology described. The methodology of the analysis provided may be used to analyse other types of AV texts, including TV-commercials, creative AV productions, documentaries, etc. It can also be applied in the frameworks of the AV translation process. The main results of the research are presented as an analysis algorithm consisting of several consecutive steps that may help to understand the PSA author’s original intention, its persuasive potential, and to predict the recipients’ reaction.

Highlights

Public service announcements (PSAs) have gradually become an integral part of our lives
Dealing with AV texts, we cannot focus on language entirely, but rather have to take into consideration extralinguistic channels used to convey the key message of the text in question
All the recipients were able to grip the main idea of the PSA in question

Summary

Introduction

Public service announcements (PSAs) have gradually become an integral part of our lives. The creative potential of PSAs’ authors seems limitless; they use different means of manipulation and versatile forms of presenting their messages to create a negative attitude towards the scourge of family violence, bad habits, environmental issues, etc. In their pursuit of PSAs' effectiveness, the advertisers are using a wide array of tools and formats to convey their ideas to the public. Dealing with AV texts, we cannot focus on language entirely, but rather have to take into consideration extralinguistic channels used to convey the key message of the text in question Such approach “offers a global, holistic, and plurisemiotic perspective on communication” [1], and allows us to understand, how the unanimity of linguistic and extralinguistic channels adds to PSA’s persuasive, artistic, and communicative effectiveness

Methods

Results

Conclusion