Anti-Legalization Prop 19 Ad Campaign

2122 Words5 Pages

Powerful music bursts from your speakers as “The # 1 ADDICTION for 60% of TEENS in Drug rehab” (Anti-Legalization Prop 19 Campaign) hits the smoke filled screen, which is just the beginning of SaveCalifornia’s Stop proposition 19 insightful campaign ads. This commercial went out months before the vote for the legalization of marijuana for recreational use in California. It was made to sway the viewers, voters of California, away from making marijuana legal in this state. This SaveCalifornia commercial persuades the viewers to vote no for Proposition 19 by using rhetoric. The recent Proposition 19 in California that was defeated in November 2010 would have allowed marijuana to become legal for people over the age of 21, to be used for personal use. California had already had medical marijuana legalized in 1996 with Prop 215. 14 other states that now have a similar policy when it comes to marijuana use for medical reasons, but no state has yet to have recreational marijuana legalized. California now wants marijuana to be legal for recreational uses as well as medical, this creating a new lingering debate involving the legalization of marijuana. It was a close call for California, there was only a 7% difference between yes and no when the ballet was voted on. To the people representing SaveCalifornia the legalization of marijuana would mess up many lives, and cause much danger. Save California is a “pro-family organization standing strong for moral virtues for the common good” (SaveCalifonia.com) On their site it goes on to describe the values and the principles that they have, and indicates that they “Boldly speak and fight for the truth, no matter the outcome” (SaveCaliforia.com) These principles that they have go against the legalization of marijuana for recreational use. When one first watches the commercial, who has provided this information is not known, but in the end the viewers will be able to go to their site, which is given, and see if they are a credible source. Without going to this their site and reading about their values and principles, identification will not be able to be formed as well as it could have been. In STOPprop19.com, a site created by SaveCalifornia.com to directly responds to the new issue in California, where the facts and issues of marijuana legalization are recognized. By mixing facts, ethics, and morals this ad is able to create the viewers with a sense of how serious this issue is.

Open Document