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I think it's pretty
interesting to consider the rhetoric behind the 'Above the Influence' campaign
and similar anti-drug campaigns. We can all easily imagine an Above the
Influence ad. The ads show drugs as being poisonous, as rat poison or something
similar, or they show us our dogs being disappointed in us. Regardless, we’ve
been exposed to anti-drug, alcohol, and tobacco ads and ploys since we’ve been
in fifth grade. At this point in our lives, every single one will seem like
another person saying “Don’t do drugs, mmkay”.
So how exactly do
anti-drug campaigns deal with the apparent indifference of their target audience?
They really can’t. To me, it seems like you’re going to drink if you want to,
smoke if you got ‘em, and get high if you’re into it; and if you’re not you won’t.
These ads essentially are created to scare kids that already use straight, and
paralyze kids that don’t with fear. The fact of the matter is, we all know that
it’s bad, but we also know that we’ll never be this girl:
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The rhetoric is based on an emotional appeal. We’re supposed
to reflect on our behavior, the times we messed up, and feel ashamed, and if we’ve
never been drunk, puking at a party, the emotion of the ad is supposed to be so
visceral that we immediately feel the girl’s shame. This of course is based on
the assumption that most teenagers and young people act impulsively and
disregard rules and common sense. Of course, we do all have lapses in judgment,
but if every one of us was a purely emotional unit, Above the Influence ads
would actually work.
But we legitimize our actions continually telling ourselves
that “that isn’t me”, and for the most part, it isn’t us. I would be more than
willing to bet no one you know is running around doing meth on the weekend or
shooting up. We’re not extreme. And if you are, stop ‘cuz drugs really are bad
don’t ya know.
But we do know, and we’re sick of hearing it, so we don’t
care. I can’t even imagine how to suggest anti-drug campaigns better their ads,
to combat the war on drugs. Even writing this entry, I can’t help but thinking
I should start over and write about something else, because who really cares?
We know.
I was just having a conversation with someone about this the other day. I agree that drug use prevention programs, especially those promoted for young kids, are not all that effective. People have done studies on the D.A.R.E. program and scientifically shown that it doesn't have any significant effect on preventing drug use when kids get older. Yet, schools continue to use it because they haven't come up with a better way to tell kids that drugs are bad. Frankly, most of drug prevention ads don't seem to be all that effective to me. It would be interesting to see what a truly effective add looks like, because I don't really know what would be in it.
ReplyDeleteI agree that they are very annoying but I think they will always be there. There will always be interest groups that fight for campaign ads to act as a reminder. The fact of the matter is that there are some kids who are abusing cocaine and heroine, and this is for them. I do not know any personally and you may not either, but I know for a fact they are out there, surrounded by unsafe environments and stressful events in their lives, or pressured by older friends. They do get annoying though, then again I do not watch much television at all.
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