Public service announcements and commercials dealing with social issues have, among others, the following very interesting characteristics:
- Most of them use video, not animation. The animated part in most of the movies is the first and the final scene, that usually involves important information, Internet address etc. In these cases, the type is used in a "quiet" and controlled manner.
- Video is treated in a very detailed and professional way; the shooting is well directed and of a high aesthetic quality. Most of the parts, could be easily used as high quality still photos.
- The rhythm is slow (not in all ads) and in some cases leads to a more powerful conclusion.
- There is an underground feeling of sadness, especially in the ones dealing with health and safety issues.
- The human factor is, of course, dominant. Close up shots of faces and expressions are an attempt to bring the viewer closer to the situation advertised.
- Color saturation is in most cases low.
- Sound plays an important role here as well (as in all motion design pieces). It reinforces the drama and strengthens persuasion.
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