National Youth Media Campaign Commercials

Paper Summary:

This paper first gives a complete description of the commercial put out by the National Youth Media against drug abuse. It then describes how the fear-appeal and perceived-efficacy tactics are used in the commercial to persuade the viewer to not use drugs. It closes with a paragraph on whether or not the author found the commercial to be effective.

From the Paper:

"This advertisement was an efficacious use of the fear appeal technique. The aim of the spot was to alert potential and current users of the drug meth of the possible effects that using the drug can cause. I doubt that any other technique would have presented this point quite as well. Many of those thinking about using the drug or already using the drug may lack the knowledge necessary about the drug to make conscious, educated decisions about using it. This commercial seeks to instill apprehension and fear in viewers so that they will be discouraged from using the drug."

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