Public Service Announcements, or PSAs, aim to shape society through social messaging. Some strive to raise awareness while others seek total change. The ultimate goal of PSAs is to continue moving society forward in terms of moral and ethical decision making.

Text Type Conventions

1. Producer:

• Who produced the PSA?
• What organization is behind the message?
• What do they want the audience to do?

2. Context and Culture:

• What is the historical context of the text?
• How is this reflected in the language and images of the PSA?
• What is the PSA saying about a particular culture or society?

3. Audience:

• Who is the “target audience”?
• What is their age, ethnicity, class, profession, interests?
• What words, images, or symbols suggest this?

4. Values:

• What human needs, fears or desires are being appealed to?
• Health? Family? Sexuality? Being Loved? Security? Social Acceptance?
• What positive or negative value messages are presented?

5. Text:

• What is the “written text” of the message?
• What are the donation and connotation of key words?
• What is the interplay between text and image?

6. Emotions and Mood:

• What emotions does the text evoke?
• How does language evoke an emotional response?
• How do images and symbols evoke an emotional response

7. Visuals and Layout:

• What colors are used and how do they enhance the tone or mood?
• How are images and layout used to add an effect?
• What is pictured and why?

8. Subtext:

• What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)
• What implications can be drawn?
• What associations can be made?