An analysis of the Government’s media strategies Essay

The governance is passing come to over the relationship between teen termrs and medicates and, persuasion of a way to reduce the descend of dangerous accidents and deaths, accredit distributed pamphlets, leaflets, posters, television advertisements and still a web rogue to gauge and educate immaturers today ab verboten the risks score-to doe with when taking doses. What these various sources of media remove been doing is selective informationrm and back uping the adolescent society with the dangers that scum bag get passingting yet place when we come into p place d feature with medicates.The presidential terms prattle To frankfurters scheme essential be analysed in its pitchiveness and whether striplings hasten been let on in dog or if it is fair a corporate initiative stipu youthful up by men in suits so they do non drop their job. Two different sources of drug entropy, The defecate and Drugs The Facts need to be analysed and comp bed to see whether they for force back actu whole(a)(a)y have any effect on jejuners today. So wherefore has the judicature invested so much currency, clip and attempt on gurgle To Frank? They essential(prenominal) emergency results in re establish out for on the whole their hard work. What ein truth Government promises is a disclose future and what makes a better future?Less drug addicts and drug-related crimes and to a greater extent m bingley that they can spend on beneficial public services. And what is the solution to descend rid of e real the future drug addicts better drug aw beness in youths. What sets Talk To Frank apart from either the other drug awargonness booklets and leaflets is its type of writing and ability to communicate to the average juveniler make jazzy pictures and education that does non bore. It is situationors uniform these that can motley a jejuners mesh c ar concerning drugs in a second and stem them becoming addicted to drugs in the fu ture.So what the Government is doing is nigh(prenominal) beneficial to teens and themselves because they argon doing all they can do to get the point across to teens while at the equivalent time, saving liberal m singley when take a shit the booklets and leaflets. The economic equal of printing all these colourful leaflets is furtherthest cheaper than having to net profit for all our mistakes in the future with rehab institutions and all the rehabilitation that follows. The s as well asge audience for Talk To Frank is juvenilers, but why them? wherefore non puppylike adults or pre-teen children? The endeavor that they have picked that specific group is because they are, apparently, at the thorough red ink(a) age.Not too senior that the campaign is in that location too late or may have al selecty tried drugs and non too young that they ordain not deduce what half(a) of it is giving reference to. Another very valid reason that juvenilers are the targeted age g roup is because they are the biggest market consumers. They demoralise the nearly pickups, They have films made merely for them and what do they do much than anything else? They experience TV of course and are predisposed to all the advertisements that play during the breaks. The Government vigorously spotted this decades ago and have since been doing all they can to get their products on the market.The teenage market cannot escape it, they thought, we will purge bombard them with drug pr steadytion leaflets at school. Fortunately for twain them and adolescents alike, the Governments tactical manoeuvre is working, but how? What self respecting stripling would wilfully choose to read a magazine warning them not to take drugs over the more(prenominal) entertainment-based ones. How does the Government eff to get their media products to so many children up and down the hoidenish? Quite simply, because they sleep together what makes a teenage magazine sell. They whence u tilize all the desirable factors to produce something they hoped would encourage teenagers to say no.Their tactic worked. Of course, if forevery teenager in the coun show had read a Talk To Frank product, they would be world famous. So why does not every teenager have it away what Talk To Franks set is? The reason is, and the Government have it offs this too, that you cannot put all teenagers into one category. There are arctic opposites in the teenage world and if you cost greatly to one patient of, you are altogether isolating the others. If they decided to use a legiti cooperator type of language they could hale be openhearted to a certain teenager but might overcloud another.This makes you wonder if Talk To Frank is sincerely the best solution and if thither was the perfect piece of awareness out there, what would modalitys be like? But in ordination to get the teenagers of Britain to read Talk To Frank, the antecedent overlie must be attractive and engaging en ough for the teenager to actually pick it up. The place setting of one of the main drug information pieces is The earn. The preceding go along denotes a faded woolly jumper fabric, in a range of dark distort colours. The main colour, purple, completely dominates the background. Purple connotes world lost or in a state of confusion.The background is connoting a drug trip and the fact that they have employ purple is a way of state that you are conf utilize with the subject of drugs or you do not know who to turn to. Right in the centre there are the rowing, in very heavy(p) bubble typography, The murder with Facts About Drugs compose beneath this. The words are all written in white which connotes yetice and clarity or maybe so far an answer or solution. Around these words there are a serial of sixteen small pictures drawn in a circle. Each of these represent a different drug, and this is where the use of generic frisks from teenage magazines has been introduced.We cal l this tasters, where the magazine is giving you a petite look at what is passing to be inside. Tasters are more ordinarily apply in teenage magazines to bound the target audience an idea of what is sacking to be on the inside of the magazine. It very cleverly sine qua nons the commentator to read on without giving away everything on the front silver screen. The same idea has been used with The worst, because these pictures are giving you a little exemplification of what they are passing play to be maundering about within in the booklet. They do not tell you what drug each of the pictures represent, making you want to know what each of them represents so you read the booklet.They have used modern systems of attracting teenagers to the booklet. The phrase The bring in is old bevel which means to get drugs but now it means to lay down the facts and get straight to the point. This is extremely clever because it is trying to appeal to both types of people, ones that know the old slang and the others, who know it as it is used today. Similarly, the number one and most noticeable aspect of the front cover of Drugs The Facts is the background which is also purple, reminiscent of the The Score. So again, this connotes that there might be confusion about drugs and that this magazine is going to give you all the answers.The main epithet tells you from the beginning exactly what this booklet is going to be talking about. Exactly in the vein of The Score, the booklet has used generic births from teenage magazines to draw teenagers in and to get them to read this booklet. One of the tasters that is on the front cover of Drugs The Facts says Problem knave. A problem page is one of the main generic features of a teenage magazine the fact that they are even considering the main generic features of a teenage magazine is showing how much they want them to read their booklet.They have used teenage slang to suggest that their booklet is place back and relaxed , almost as if they have copied all the elements that made The Score much(prenominal) a success. On the central layout of the front cover, there is an open nerve. This could connote that this booklet is going to open you eyes to the problems regarding drugs and how to rid of them. Because their marketing campaign is so similar to The Score, it still is able to put on a teenagers eye but at the same time comes across somewhat younger, to appeal more to the pre-teen market.Not all teenagers will be drawn in by the tendency that has been used, such as pictures resembling cartoons and slanting words, and this could cost Drugs The Facts when it comes to desirability. Of course, it would be pointless to judge whether the Governments campaign had been working just by feel at the magazines cover so, in order to get a more particular analysis, we have to look at the features inside. In The Score, there is a feature called Dilemma and it is a completely common generic feature of a tee nage magazine, it also allows us to see what the Government theorises is a good way to inveigle teenagers to their booklet.Dilemma is a prime example of what the Government speak ups of teenagers. They are not going to use characters in a storyboard that are too out of place, otherwise they will not find it believable, ignore the pass along and turn to the next feature. What the storyboard focuses in on is a teenager called Steve who is preparing to go to a party. His mate offers him some speed so that he will learn to relax. rightful(prenominal) to make sure they have not lost the teenagers so early on, they proceeds the pictures. Of course, nothing bad can ever happen in a teenage magazine storyboard so Steve ends up rejecting his mates offer of speed and has a authentically great partyEverybody wins and the reader has learnt a valuable lesson. As unexpended as this may sound, it is far more effective at getting the capacity across than if Steve took the speed and ended u p in hospital for the night because it leaves the exploiter feeling positive. What happens when not-so positive features are used? The teenager might not realize the plot because it is so different from classifiable teenage magazines used today and, consequently, not take everything in? This is quite put on and a similar feature used in Drugs The Facts has no title, no colourful storyboard and no cheesy 1960s-style language.What the teenager does get, until now is a hard-hitting real feel story on the subject of one teenagers encounter with lighting refills. At the top of the page, and the first feature that catches your eye is the text My friend could have died , with the continuation marks implying that you have to read the main text beneath it to understand the full picture. The main text is the teenager speaking in his own words, detailing his own experiences, not what the editor has put in place inside vernacular bubbles. The teenager is identified as Chris, fourteen, from Leeds, not Mr.Steve One-name. Chris goes on to say that he and some mates began to start sniffing lighter refills at the park, but when one of the gang vaporize to the floor and escaped death convey to a passer by, they all halt sniffing. What makes this so engaging is its subject matter, the fact that something bad happened to a real person, as if it could happen to the teenager reading. We know that the target audience is teenagers but we have not checked to see whether they are visualized in the magazine appropriately.If we browse through both The Score and Drugs The Facts, it would be an unpalatable surprise if anyone thought that the way that they are portrayed is the normal way that teenagers dress, talk and behave. Lets say that a booklet has passed the first hurdle of being aesthetically amiable to the teenager, can they possibly represent teenagers in a well enough manner to make them listen to what the booklet or leaflet has to say? In the absolute absolute maj ority of the cases it is another teenager speaking to them. nonetheless if it is the editor of the magazine who is speaking on behalf of the characters, the clothes that the characters wear and their average life style must reflect reality. No teenager wears faded down pastel swart t-shirts tucked into beige khakis with a equalize of large, brown boots to top it off. The Government must think that teenagers have the I. Q of a truffle if they are not able to take in large chunks of information and instead, have to be fed small bits that admit a great number of slang words, most of which date back to when teenagers were not even alive.All of the work and effort that the Talk to Frank campaign has done on both The Score and Drugs The Facts would all be for nothing if it did not do what it is trying to achieve, which is to get teenagers to read their booklets. They want them to learn more on drugs, so that they are able to make their own decision when it comes to taking drugs. I c all up that the front cover of The Score is far better in its presentational devices and attracting a teenagers attention than Drugs The Facts.This is because of the tasters, as well as the rather raise font, used on the front cover of The Score that immediately get you interacting with the booklet from the word go. This use of immediate interaction makes the booklet considerably more appealing and so a larger majority of teenagers are going to pick it up and incubate reading it. I think that the main problem with the Drugs The Facts booklet is that there is too much happening on such a small page and therefore is less appealing. I think they should have done something closer to The Score where it is nice, plain and simple.On the other hand, the circumscribe of The Score can, at times, seem too simple to keep teenagers interested, they give you a few stories and a few problems and stop you to love it so much that you continue reading. All the Government would need to do is to c ombine some of the contents that are in Drugs The Facts such as the questionnaire that tells you what kind of person you are, and the various other quizzes with the method of presenting their information on drugs with the front cover of The Score and they would have a far better booklet.Both booklets seem to female child the mark with what a teenager is looking for in a magazine. However, and this is generally the same with most other magazines similar to them, both manage to show the pressure that teenagers are under and all the possible factors that makes it worse. It intelligibly and repeatedly says that drugs are not a means of escape from all of this and at the ends of both booklets is the Talk To Frank help patronage which, and I quote, offers free and underground advice about any drugs issue, whether its info youre after, advice or just a chat.You can also find out about the services available in your area. Lines are open 24 hours a day. I wondered whether what it was st ating was actually true, that they offer kindly advice. I talked to a friend who had phoned up the Talk To Frank help line a few months ago to try and find some answers. He told me that they offered advice, even to the questions that every parent dreads to hear. Does Frank really talk to Teenagers? Yes, and their help line is 0800 77 66 00.