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The rapid use of smartphones and the internet in the modern era has brought significant impacts, especially in the spread of animal abuse content. In 2021, there were 5,480 animal abuse contents spread around the world, with 1,626 contents coming from Indonesia. The Art Director's role as the supervisor and director of art and visual elements in various creative projects, including public service announcements, is crucial. Art Directors are responsible for ensuring the aesthetic and creative vision of a project is in line with the objectives and target audience. This research aims to explain the importance of concept preparation in the creation of public service advertisements to readers or audiences. The general benefit of this study is to increase public understanding of the role of the Art Director as the conceptualizer behind public service advertisements. This study focuses on a public service announcement titled "Stop Animal Torture as a Means of Entertainment," which aims to remind people about the human rights of animals. Considering that Indonesia is the world's top producer of animal torture content, this ad calls for improving this bad data as it highlights the importance of the issue. With around 1,600 animal abuse content originating from Indonesia out of a total of 5,480 global content, this ad is an effort to reduce the negative impact on living beings and raise awareness of the issue.

This study examines the impact of advertising ethics on the effectiveness of public service advertisements. It aims to evaluate how adherence to ethical guidelines influences audience perception, trust, and behavioral responses. The research uses qualitative surveys to provide a comprehensive analysis. Findings indicate a significant positive correlation between ethical advertising practices and the effectiveness of public service campaigns, suggesting that ethical considerations are critical for successful public communication.  

There are 5,480 contents of animals torture spread across the world, and 1,626 of these contents come from Indonesia. This figure indicates that the content of torture in Indonesia has occurred so much and massively. The creator made a public service advertisement entitled ”Stop Penyiksaan Hewan Sebagai Sarana Hiburan”. The purpose of writing is to explain to the reader or audience how important it is to prepare a concept for making a public service advertisement. In this advertisement, the creator of the work acts as a copywriter. There are several stages in the creation of this work, namely pre-production, production and post-production. The copywriter's job is to create scripts, concepts and also create creative work plans. The creation of the script must follow the concept that has been made previously by the creator of the work and the art director. The creator of the work also helps in the production stage, such as taking footage and conducting interviews. In the post-production stage, the copywriter also helps with editing and also fills in voice over. The creator's hope is that the public service advertisement entitled ”Stop Penyiksaan Hewan Sebagai Sarana Hiburan” can educate the audience to understand how important it is to prepare the concept of a public service advertisement. The conclusion of this research is that a copywriter must be able to create a manuscript according to a previously created concept with limited time and the copywriter also needs to do target audience research.

Stress can be defined as a physiological and psychological response that occurs when individuals experience pressure or burdens that exceed their ability to cope. Stress in adolescents can be caused by various influencing factors such as academic demands, family problems, conflicts with peers, teenage romance and identity problems. However, teenagers still have a low understanding of the dangers of stress, in addition to the lack of optimal information through public service advertisements, especially for teenagers. The aim of the design is to build an "Electronic Poster for Public Service Advertisements about the Dangers of Stress that is informative, communicative, educative, effective and easy to understand for teenagers aged 10-18 years in Padang City." This design method uses the glass box method, namely a design method that is carried out rationally and logically on the work based on the information obtained, based on: analytical, synthetic and evaluative to get the best solution. The approach uses 5W+1H analysis (what, when, where, who, why, how). Results of designing the main media for Electronic Posters for Public Service Advertisements about the Dangers of Stress in Adolescents and supporting media: leaflets, flayers, social media, x-banners, tote bags, t-shirts and stickers. This design can provide creative thinking visually, informatively, communicatively, educatively and effectively for teenagers aged 10-18 years.