Cayce Goldberg 
Member since May 12, 2012


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Re: “First TV ad from legalize-marijuana group debuts

To be honest I think your analysis of the advertisement is missing the point. The ad is targeting a very specific audience - parents whose children have graduated college. The logical extension of saying, "I used to drink a lot in college" is not, "...and now I'm a career stoner." It's drawing a comparison between the popular acceptance of alcohol as an adult recreation (which comes with such bonuses as blacking out, getting hangovers, and even potentially ODing) and the use of cannabis for the same purpose (which at the worst will make you paranoid or fall asleep).

Drinking in college is a fact of life and college kids tend to get far rowdier with alcohol than almost any other age group. Yet parents sending their kids off to expensive colleges simply accept that they're adults who are responsible for their actions and trust them to moderate. No reasonable parent would scold a college kid for drinking a legal beer to unwind and enjoy themselves, so what exactly is the difference in smoking marijuana?

This advertisement is a very focused effort to hit a specific demographic - parents with college-aged kids. Most kids in their mid-20's have tried alcohol and marijuana, this is simply asking adults with kids to consider why there's a double standard when it comes to marijuana, especially given that it's demonstrably milder than alcohol. And please keep in mind that this is banking on Mother's Day and is only the first of many television ads. While this argument may not be the strongest one ever, it certainly speaks to a huge audience that does find this relevant. If anything, even if it causes parents to disagree, it still causes them to think about it, know what it is, and perhaps even discuss it with someone else.

1 like, 0 dislikes
Posted by Cayce Goldberg on 05/12/2012 at 12:23 PM

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