Blog Post #3 - Final Paper: Drunk Driving Advertising Campaign

Extreme issues usually call for extreme advertisements. In the case of drunk driving this is especially true, as there are many who are passionately involved in the cause to minimize, and hopefully eradicate, the tragedies that come as a result of drunk driving. Everyone from car companies to organized activist groups, to alcohol manufacturers and brands, advertise and advocate against drunk driving. These ads tend to use fear as a motivator. These ads target everyone from pre-teens to those well over the drinking age, with a special focus on young drivers. The content of the ads can range from hard hitting tag lines, to blunt and more graphic photos of accidents and injuries. In my paper I would like to focus on two groups who support or are leading voices in the anti-drinking and driving campaign.

One group who is making an impact, working hard to make a change, and help victims of drunk driving is MADD (Mothers Against Drunk Driving). MADD was formed in 1980 to raise awareness of drunk driving, and help provide over one hundred thousand emotional and advocative support services to victims of drunk driving.( MADD, 2015) They also issue informational pamphlets and statistics, typically targeting teens and those of age to drink, but also anyone of any age who has been affected by drunk driving. 

Retrieved From: http://adsoftheworld.com/media/print/mothers_against_drunk_driving_grad_photo

The above is one of their more graphic ads. As you can see these really focus on a younger audience, and highlight the consequences, and what is lost when the decision is made to drink and drive. For young people, there is a lot of future to lose due to bad decisions. Some of their tag lines say things like "How was the party?" or something like the following, once again underlining consequences and how close to home these tragedies and come. 

I have also found advertisements from car companies and alcoholic beverage brands. These use the same tactics as MADD by highlighting the possible outcomes of driving drunk. Below are ads placed by BMW and Budweiser. Both focus on how drunk driving can effect the driver, and use the same tactics of powerful tag line and image.

Retrieved From: http://controadlab.tumblr.com/post/46183256101/dont-drink-and-drive-bmw-compares-spare-parts-of

Retrieved From:http://www.advertolog.com/budweiser/print-outdoor/dont-drink-and-drive-3196005/

I don't think there are many people who would argue driving drunk is a good thing or shouldn't be discouraged. This means these ads appeal to both our sense of logic and our emotions. They show a loss, whether that loss is the driver's car, license, or life, it is a loss that is irreversible. Some even play on guilt, like the one below.

The fear and guilt of harming anyone, especially those we love, is used a lot in these advertisements. 

MADD, with the help of corporations, has made it their goal to raise awareness of, and attempt to end, drunk driving crashes. They have implemented the use of video and photo advertisements to show the tragedies that stem from the decision to drink and drive. They appeal to our logic, and emotions in hopes of lowering the number of deaths that occur every year. I would like to evaluate these ads and their strategies, as well as the history of anti-drunk driving advocacy and campaigns.  

References

MADD Web site. (2015). Retrieved October 29, 2015, from http://www.madd.org/about-us/leadership/