Dopey Ads?

Dopey Ads?
National anti-drug ad campaign might pique
teens’ interest in illicit drugs, researcher says
http://www.utexas.edu/features/


*SNIP*
With the government spending about $195 million annually to purchase airtime for anti-drug ads and the Partnership for a Drug-Free America (PDFA)—a non-profit coalition of advertising, media and public relations professionals—securing more than $3 billion in donated media from broadcast, cable and radio networks since 1987, the anti-drug campaign is the largest and most expensive in history.

There’s a lot at stake. To validate the campaign messaging strategy and money being spent, a lot of research has been conducted to demonstrate the ads’ effectiveness. PDFA research findings show that anti-drug ads do connect with teens. The ads can be recalled and the knowledge they impart is recollected. And some studies even show a decrease in intention to use illicit drugs.

*SNIP*

However, Carson B Wagner, an assistant professor in the Department of Advertising at The University of Texas at Austin, contends that inadequate research measures are being used to evaluate the effectiveness of anti-drug ads and that more valid tests demonstrate that many anti-drug ads are having the wrong effects on teens, possibly increasing the likelihood for experimentation wit

*SNIP*

This approach led Wagner to uncover the curiosity-arousing effects of anti-drug advertising.

“Years ago, I noticed that every time a news story was broadcast about illicit drug use among teens, a small epidemic would ensue,” says Wagner. “Logic instructs us that news programs and anti-drug ads showing drugs in a negative light should not lead people toward drugs.”

*SNIP*

Now pass the kutchie.

that I haven't seen lately. The voice over said:

One out of three people involved in auto accidents tested positive for marijuana.

My take:

You're twice as likely to stay out of a car accident if you smoke pot.

For some reason, they stopped running that ad.

--IMM

...case then I could believe their ad is accurate. :)