Propaganda Final Paper - 1 Melissa Damon Ciara Petros Dan...

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1 Melissa Damon Ciara Petros Dan McAndrew Raechul Bowser Adam Haber Justin Still Lauren Kennedy The Propagandistic Efforts of Drug and Alcohol Control Policies Our group will be discussing the various drug and alcohol policies and campaigns that exist in America, and the ways in which they use propaganda to get their messages across. Within the paper, we discussed the Office of National Drug Control Policy (ONDCP), The “Above the Influence” campaign, the National Youth Anti-Drug Media Campaign, the “ truth ” campaign, the Century Council, Mothers Against Drunk Driving (MADD), and finally how the drug campaign has potentially failed many people, even with the messages that it presents. The paper will explain each topic and give information regarding its target audience, propaganda techniques utilized, and the effects that they have had. Dan McAndrew The White House Office of National Drug Control Policy, or the ONDCP, is a component of the Executive Office of the President and was established by the Anti-Drug Abuse Act of 1988, according to , the ONDCP’s website. The site goes on to state that the ONDCP’s principal purpose is “to establish policies, priorities, and objectives for the nation's drug control program” and that “[t]he goals of the program are to reduce illicit drug use,
2 manufacturing and trafficking, drug-related crime and violence, and drug-related health consequences.” This section of the paper will examine how the ONDCP employs propaganda campaigns in order to meet some of these goals and the effectiveness of those campaigns. The National Youth Anti-Drug Media Campaign is one of the biggest anti- drug campaigns within the ONDCP and it is also one of its primary mediums for releasing propaganda. With a current budget of approximately 120 million dollars, the Media Campaign, as it is more commonly known, uses almost every form of media communication to encourage the nation’s youth to stay drug-free (Leinwand ). It is responsible for almost all of the anti-drug messages one sees on TV or hears on the radio. This includes messages from AboveTheInfluence.com, The Anti-Drug, and many others. It also uses the internet to create respective sites for these ad campaigns which allow users to view interactive information and learn even more about the program. The ad campaigns use various methods to appeal to both parents and youth alike. Some commercials involve fictional teenage characters in situations that could possibly relate to situations a normal teen would face and others involve parents talking to their kids about using drugs and the positive impacts that can come from that. Some more recent commercials have strayed away from this method and instead show very simple and poorly animated cartoons that involve characters such as dogs and aliens turning down offers to smoke marijuana. All of these commercials attempt to achieve resonance with their audience whether
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