Meth Lies: PSA against Crystal Meth

Who created this media message? Why?

The people who created this message were the group from Alaska Meth Education. (AlaskaMethEd.com). They created this message in hopes that people won't start using the drug crystal meth, most likely because of the fact it's already a problem in Alaska. They are hoping by making advertisements against it people, won't use it thus the harmful effects of it won't have to be a concern for it.

Who is the target audience? What text, images or sounds suggest this?
The target audience is young people and parents. I think the image of the girl who is probably no older then 20 is a big give away that this is a message for young people or parents who may have kids around this age. I think the "never a first time" message is intended to get people never to try it. Most likely people would try meth for the first time when they around the age of the girl in video. I think for parents the "never a first time" message is to keep their eyes open and make sure they do everything they can to prevent their children from trying it for the first time.

What is the text(literal) meaning of the message?

The literal message here is to never try Crystal Meth. The images, the sounds, the narration is all geared to scare a person away from meth. They want to make it clear that this drug is a poison to a person body and state of mind and it's something that should never be experimented with.

What is the subtext(hidden message)?

I think the subtext is within the literal text. While the literal text is telling the viewer don't experiment with Crystal Meth, the sub text is showing the viewer what happens to a person when they do crystal meth. I think they are trying to portray a person who uses meth is a person who is ashamed of themselves(look at the girl in the car), sexually unwelcoming("turning tricks for meth"), and the process of being a meth user destroys a person. I think this overall image is to also to show(rather then just tell) that meth isn't something that can be done recreational, it's a
lifestyle.

What kind of lifestyle is presented? Is it glamorized? How?

I think the most unglamorous lifestyle possible is presented. This is because this is an ad discouraging something versus a corporate ad encouraging something. They want the viewers to absolutely at no costs to try meth, therefor rather then showing the person at a party scoring meth, thus potentially unintentionally putting an upside to the drug, the portray the person having the worst life ever. This person looks like someone who never feels good, can stand who she is, and feels/looks disgusting. If anything they have made the life style of being a meth user so unglamorous that it's really up to the viewers own imagination to determine what truly is glamorous.

What values are expressed?

I think they are expressing the values what they feel a junkie is. They are showing a person that doesn't value themselves and shows the drugs she takes as the vehicle for the feeling of self worthlessness. By showing these values that this meth user is possessing the viewer will hopefully make the decision that these aren't good values at all. In fact things the narrator says like "turning tricks for meth" and "skanky meth types" probably cues to people that this isn't a good lifestyle nor good values.

What techniques of persuasion are being used?

The main technique used is shock technique. They want to show a person who does meth in the worst light possible. Therefore they are going to shock viewers with images such as the one they show of the girl in this particular ad. I think the voice used also hints this shock technique. It's a not a very welcoming voice therefore they are trying to scare away the potential risk of using it. This is probably because they are hoping people will connect to that voice if offered meth.

What healthy and unhealthy messages are being communicated?

There aren't really any unhealthy messages being communicated. Maybe the only one is that all young girls who do crystal meth become prostitutes. However that unhealthy message definitely under weighs what the PSA is trying to say. However the overall healthy message is the warning that crystal meth is extremely dangerous. While I personally have never dealt with crystal meth the few people I have dealt with that did use, were leading very questionable lifestyles and it was clear the meth held them back. I think by showing an extreme case of what crystal meth can do, the risks are presented to the view thus hopefully steering them aways from crystal meth and people who do the drug.

What part of the story is not being told?

I think the only part of the story not being told is the statistics. I think while it presents a realistic image of a junkie, people who don't always believe what they see on TV may not be on board with this ad due to the lack of evidence to support the image. I think with some evidence and statistics like percentage of meth users who dropped out of high school and such the proof will be there. However the website is presented in large enough letters at the end where skeptics can see what the message is all about.