Research Objectives Research Benefits
10 can be concluded that advertising is communication of nonpersonal information
that is useful, relevant, and inviting. Bove and Arens 1986 mention the basic functions of advertising. The
first is to make the product different from other. The second is to inform the society about the product. The third is to pursue the consumer to buy the product
or service. The fourth is to spur on the product disseminating. The last is to raise the use of the product. On the other side, Goddard 2002 mentions the purpose
of making advertisement by the copywriter, “The whole aim of the copywriters is to get us to register their communication either for purpose of immediate action or
to make favorably disposal terms to the advertised product or service p. 9 .”
Therefore, the purposes of advertisement are to inform and to persuade the addressee about the product.
The example of noncommercial advertisement is PSA, Public Service Announcement. Federal Communication Commision The Museum of Broadcast
Communication explains about the principal definition of PSA: any announcement including network for which no charge is made and
promotes programs, activities, or services of federal, state or local governments e.g. recruiting, sale of bonds, etc. or the programs, activities, or
services of nonprofit organizations e.g. United way, Red Cross blood donations, etc. and other announcement regarded a serving community
interests, excluding time signals, routine weather announcements and promotional announcements.
The history explains that PSA appeared into the entry of US into World War II. Many radio broadcasts and advertising agencies offered to takes the effort of
public service announcement. Since the end of World War II, the principle of PSA implements by radio broadcasts and advertising agencies which conduct on
11 Advertising Council. Thus, any kind of advertisement that contains the concept of
PSA called Public Service Announcement.