Abstract
Media plays its significant role in the quarter of the awareness as it is assumed to have the capability and potential to access the public on the mass level. Therefore, the significance of the media contents in the era of the information is also well established fact that is why the potential of the media also debatable in terms of its public responsibilities. Hence, the advertising which is paid content of the media, however, having persuasive in the nature can bring motivational changes about the attitude of the public. The role of the advertising in the public services is a new phenomenon in the world that during the crucial times like disaster, it can serve as the crucial motivational elements in persuading the public towards the helping attitude. The current study was designed to find out the role of the public service advertising at the time of the disaster of earthquake 2005, which is considered as the major ever disaster in the current history of the Pakistan. The current study is tempted to analyze the public service advertising on the bases of the message direction which is a contribution to understand the role of the advertisers as well that how they react in times of disaster to serve the community.