(Des)motivation and Drugs: an Analysis of the Prevention Campaigns in Spain (1987-2007)
DOI:
https://doi.org/10.3989/rdtp.2013.02.017Keywords:
Motivations, Drugs, Mass Media, Advertising, PreventionAbstract
The aim of this article is to analyze and frame the level of efficacy and adequacy of publicity campaigns for the prevention of drug use in Spain. To this end, the contents of the messages used by the FAD (Antidrug Foundation) in television campaigns broadcast between 1987 and 2007 have been reviewed. The content of these campaigns has also been linked to the progress and motivation of drug users through two decades, using the biannual surveys of Los Andaluces ante las drogas. The results show that the discourse followed in these campaigns has no relation whatsoever with the said motivations linked with drug abuse. Consequently, a strategy is required which will have an impact on discouraging and dissuading drug users.
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