Stay true to who???
I wrote about this in
the past, but with a different view. Now after listening to the same ad more
than ten different times I’ve changed how I viewed it. For one of my two jobs
you are allowed to listen to music and for the most part I listen to Pandora,
which plays ads if you don’t pay for it monthly. Do to the fact that I am a
broke college student I just live with the ads. The ad I looked
at is the For Stay True To You the campaign to keep teenagers away from drugs.
This one in particular is about smoking weed. It starts off with a student
saying that he feels as if he’s the only one who doesn't smoke, but then that
he found out he’s not alone and is surrounded by a few other students. The
ad then goes on to tell the facts about high schoolers smoking weed.
The ad was done using
actors, but none that looked familiar to me. The ad itself takes place in a
high school where the actors are sitting on the steps. It last 15 seconds and I’ve
only heard it on Pandora. This ad is one in a series of ads that is for the Stay
true to you campaign. So far I’ve heard two other ads for this campaign. The
technique that this ad used was the association principle. They used this by
showing that this campaign is for teens who are above using drugs to be cool and
such as well as offer a website that they can go to in order to learn more.
This form of ad I have heard many times before when it comes to a campaign
like this one. The ad that I remember is from when I was younger, I think
middle school or early high school. The ad took place in a house where a
teenage girl is sitting on her couch, but she’s deflated like a balloon with no
air In it. The commercial then goes on to talk about how her life became to be
this way and it was because she smoked weed. The target audience is high school
teens who feel the pressure to do drugs. It seems to be trying to break a
stereotype more than continue to push one. I believe this because it has a high
schooler saying he feels like the only one who doesn’t smoke weed when he feels
left out it shows how other are stereotyped.
The strengths this ad has is that its reaching out to students/
teenagers and making them feel like its okay to feel alone, but that they truly
aren’t alone. It also provides a place where you can go and look at more facts.Now
the weaknesses of the ad is something that stood out to me when I watched it
for the first time. In the ad the actor says that they feel like they are the
only one who doesn’t smoke but when it shows you the facts it states that more
than 80 of high school juniors in Oregon don’t smoke, so it would be more
common to not smoke than it would be to smoke. The ad is also very short and
provides little information on the campaign besides the logo. I’ve heard or seen
commercials like this my entire life which is why it so memorable for me. I believe that it did connect which is one of the reasons
they keep making this type of commercial.
Stay true to you campaign has its own web site that allows people
to explore the consequences, health effects, other people’s stories, and a
place to ask questions. The website post facts about pot usage in Oregon and
such. They also have an Instagram where they post pictures with quotes, and celebrity
sayings about smoking. When I look into the effectiveness of the ad I didn’t find
much on whether it works or not. I could not find a business article about this
campaign but I did find an article from oregonlive.com. It talks about the main
point of the campaign not being and anti-pot ad, but rather a campaign to show the
effects that smoking weed would have on them. If I were the target audience and
truly felt alone when it comes to smoking I defiantly would have checked out
the web site. I don’t see anything bad with this campaign so I would recommend that
teenagers who are struggling take a look at it and learn a little about the
effects that weed can have one a person.
I learned that this series
of ads isn’t anti-pot but something that just wants to show people the health
effects that it can have on a person, and that they don’t have to be apart of
it. Along with that I learned that a larger number than expected amount of high
school students don’t smoke pot. That’s probably what surprised me the most. This
link has the original ad, https://www.youtube.com/watch?v=Lz4DCi-Ptjc
, and the other three links are the website itself,
the oregonlive.com article and an older ad that this campaign has run before.
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