When you think of an advertisement, you think of bright, colorful backgrounds, with catchy slogans and attractive pictures to persuade you to buy something. However, Anti-drug advertisements are dark and scary, trying to dissuade you from doing drugs. Anti-drug ads give off a powerful pathos, astonishing logos, while establishing a clear ethos in order to dissuade people from trying drugs or to get people to stop doing them. The two advertisements I have picked were created by two different organizations, The meth project and Truth. The meth project organization are the creators of anti-meth advertisements “The meth project is a large scale prevention program aimed at reducing meth use through public service messaging, public policy and community outreach” (www.methproject.org) . The truth organization creates anti-smoking advertisements that “arm everyone-smokers and non smokers-with the tools to make change” and they’ve “always been about exposing Big Tobacco’s lies and manipulation” (www.thetruth.com). These anti-drug organizations use dark and scary themes along with facts to dissuade people from attempting to try a cigarette or to do meth. The anti-smoking advertisement is more successful in dissuading its intended audience because it uses facts and statistics, along with a thought provoking picture of a dead person. This gives the audience all the more reason to quit smoking, whereas the anti-meth ad depends only on its dark theme to dissuade its target audience.
The anti-meth advertisement gives off an uneasy, creepy feeling. In the ad there is a naked woman standing in front of a mirror, in what appears to be an old motel room. There is a lack of lighting ...
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...nt drug use. What these advertisements also don’t show are people who actually over came addiction to these drugs, it would be just as powerful to show a healthy person with a caption highlighting their triumphant battle against drug addiction. These organizations can use positive themes to show people how life is great and amazing without drugs, instead of the common dark themes that shows how drugs can ruin your life. With that being said, both the meth and smoking advertisements are incredible, these organizations are doing well to dissuade people from trying drugs. Not only do they utilize the themes of death or the horrible effects from drugs, but they emphasize their messages with strong facts and statistics. The next time you see an anti-drug advertisement, take the time to dig deep into the ad, find the true message of it and see just how powerful it can be.
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