EXPLANATIONS

Fear Message:

I believe this video captures the four key components of a beneficial fear message.

There is a real risk for negative events in their life:

In the video, Dr. Davis explains the risk of smoking marijuana. For developing minds in teenagers, there are serious risk such as “problems with memory, attention, learning and concentration."

It's very likely that this negative event will happen if they don't adopt a behavior:

Smoking marijuana is a big health problem. In the video, Dr. Davis compares marijuana to cigarettes. “Cancer causing agents are more likely to be found in marijuana than cigarettes. “Also, economically, it is costing, the government over “400 billion dollars” along with a increase in job loss, and low ratings for school performance.

It's likely the negative event won't happen if they adopt a behavior:

Dr. Davis urges teens to educate themselves about the serious risk of smoking marijuana or experimenting with any type of drug.

These are the specific steps you can follow to do this behavior:

Everyone should educate themselves on the dangers of marijuana and other drugs. For some people who may be need assistance in breaking their addiction to marijuana, there is recovery program known as Ranch Recovery Center, at Dessert Hot Springs, CA 92240

http://www.metacafe.com/watch/yt-BzeRspSpzF8/scott_m_davis_md_on_cbs_news/

SIMPLE MESSAGE WITH DISTRACTORS:

To display a simple message with distractors, I used a cartoon. In the cartoon there is a lady, a pharmacist, a drug dealer, and a warden of a prison. The cartoon is funny in way because it has four people who have nothing in common except for the one idea which brought them together and that is not legalizing marijuana. In most cases, these four characters would never encounter one another, but I believe the cartoon is represents the eagerness of a mother not wanting her children to smoke marijuana, and for the drug dealer, he would lose business because the government would receive money if marijuana became legal.

DOUBLE SIDED MESSAGE:

The following commercial identifies the risks of smoking marijuana. At the beginning of the commercial as the young teenage touches the joint, he futures flashes before his eyes. Next thing you know, his mother is disappointed in him, and he is kicked off the basketball team for being "high". This commercials did a great job on focusing on the present effects of marijuana and also the long term effects of marijuana on a young and developing brain.

TWO-SIDED MESSAGE

Sixth Sense - Anti-Marijuana PSA

SIMPLE MESSAGE WITH DISTRACTORS

FEAR MESSAGE

FOUR COMPONENTS:

1. There is a real risk for negative events in their life.

2. It's likely that this negative event will happen if they don't adopt a behavior.

3. It's likely the negative event won't happen if they adopt the behavior.

4. There are specific steps you can follow to do this behavior.




Scott M. Davis, MD on CBS News - More amazing video clips are a click away

Credible Communicators

Therapist

NYC Advertisement against the use of marijuana

Subliminal Message

TV Shows, Weeds and Secret Diary of A Call Girl

Classical Conditioning

Advertisements created by the government to warn people about the consequences of marijuana

Gold Medalist, Michael Phelps, smoking marijuana out of a bong in South Carolina

Ricky Williams, NFL Player, Miami Dolphins

Explanations and More Information

MESSAGE #1 and #2: CLASSICAL CONDITIONING:
When the world first learned, gold medalist Michael Phelps was captured in a photo, in South Carolina, where he was taking a "rip" from a bong, many people could not believe this news. For people like myself, this was no big shocker. Athletes like Ricky Williams have admitted to smoking weed. Both athletes faced consequences for their decision to smoke marijuana. Phelps loss endorsements, for example Kellogg's. It was reported Kellogg's released a statement in regards to the Phelps situation. His behavior and "image was not consistent with the image of [Kellogg's] .

For Ricky William he faced a one year suspension from the NFL league. Marijuana uses has heavy consquences and it does not matter whether you are athlete or regular citizen, For more information on other celebrites who smoke marijuana click on the link below:
http://jezebel.com/5144624/35-celebrities-who-smoke-pot

Refeer Madness Ad

Technology plays a huge role in the social aspect of life. Today, a popular way of advertisement is through commercials. A exciting event that occur every year is the NFL Superbowl, and companies spend millions for a minute or two on TV. In the past, advertisements in newspapers and magazine was a great way of getting a important and experiential information across from the government to the public. Around the 1930's and 1940's the US government decided to end the use of marijuana. Similar ads to the one below, represent the message provided to citizens on the effects of smoking marijuana.


CREDIBLE COMMUNICATORS

Health agencies and medical centers are the best way to learn about the overall effects of marijuana. Studies have shown marijuana can cause laziness, short memory loss, mood swings, and problems with learning and problem-solving. Scientist and researches are best communicators to educate the public about the consequences of smoking marijuana. The results are even worst for people under the age of 18 because the brain is still developing. Programs like DARE, is a great start to educating young people on the effects of not just marijuana but other harmful drugs. This ad depicts the views of experienced and educated researches who devoted enormous amount of time and dedication to the research of marijuana

MARIJUANA DRUG ABUSE AND SOCIETY

THE HISTORY OF MARIJUANA DRUG ABUSE

Dating all the way back to 6000 B.C., cannabis seeds were consumed by the people of China as a part of their diet. Around the same time, hemp was used for fabrics to make clothes and other necessities by the people of China. As centuries went by, marijuana first entered the United States around late 1700's to early 1800's. Similar to the people of China, Americans also used marijuana and hemp for fabrics, and also recreational use. It was very common for people to grow marijuana as if they were growing tobacco. As the 1930's approached, many jazz musicians would bring marijuana from southern states, like Louisiana, to the northern states to have "reefer parties" in jazz clubs, in New York area. As marijuana became more popular, government officials set up programs to stop the use of marijuana in the US. Harry J. Anslinger was the head of the Federal Bureau of Narcotics, in 1930 and was in position for almost thirty years, up until 1962. During Anslinger’s period as head of FBN, he introduced programs and advertisements that informed Americans of the negative effects of marijuana. One in particular was the idea of marijuana making people temporarily insane and it was “the gateway drug” which enables young people to try other drugs like heroine. It was not until around the 70’s where college students and average middle class citizens began smoking marijuana.

EFFECTS OF TECHNOLOGY

TECHNOLOGY'S CONTRIBUTION TO MARIJUANA DRUG ABUSE


Events like Woodstock, and bands such as Grateful Dead informed the public, that smoking marijuana had no major or serious effects on the brain or internal organs. This was a negative message on educating Americans about marijuana abuse. Concerts and other events promoting marijuana as a sense of freedom, By 1972, 24 million admitted to experiencing the use of marijuana.

SOCIAL ENGINEERING

In July of 1973, the Drug Enforcement Agency (DEA) was created under the presidency of former President Nixon. The agency main purpose was to stop the wars on drugs in the United States and in foreign countries. For more information on the DEA, click on the below link:


Here are the 6 purposes of the DEA:
(http://www.usdoj.gov/dea/pubs/history/1970-1975.pdf)

1. Putting an end to the interagency rivalries that have undermined federal drug law enforcement, especially the rivalry between the BNDD and the U.S. Customs Service;

2. Giving the FBI its first significant role in drug enforcement by requiring that the DEA draw on the FBI’s expertise in combating organized crime’s role in the trafficking of illicit drugs;

3. Providing a focal point for coordinating federal drug enforcement efforts with those of state and local authorities, as well as with foreign police forces;

4. Placing a single Administrator in charge of federal drug law enforcement in order to make the new DEA more accountable than its component parts had ever been, thereby safeguarding against corruption and enforcement abuses;

5. Consolidating drug enforcement operations in the DEA and establishing the Narcotics Division in Justice to maximize coordination between federal investigation and prosecution efforts and eliminate rivalries within each sphere; and

6. Establishing the DEA as a superagency to provide the momentum needed to coordinate all federal efforts related to drug enforcement outside the Justice Department, especially the gathering of intelligence on international narcotics smuggling

More Information:

http://www.usdoj.gov/dea/history.htm