Analysis of the Original Ad: “The Problem”
We are entering into a new era of legal marijuana use and with the rapid establishment of the cannabis industry, this kind of advertisement has appeared to reflect the realities of today’s demand and use. Although this ad does not have a Medmen logo, the words, “it’s legal” may strike a recognition that this is an ad promoting marijuana use. As legalization of recreational usage of marijuana grows, Medmen, otherwise known as the “Apple Store of cannabis,” has garnered much attention on their advertising techniques in states that have legalized marijuana use such as in California.
The model in this ad is a young, attractive, and fashionable Caucasian woman who seems to embody the hegemonic beauty standards promoted by Western societies. On closer inspection, she is wearing a nose ring which may symbolize an act of rebellion against conservative values. Hence, it seems appropriate for this ad by implicitly targeting traditional attitudes that some people may still hold towards the legalization of marijuana. From these inferences, we can conclude that Medmen is not only driving sales but also promoting a specific type of lifestyle.
This ad implies that there are no limits to shopping for marijuana as long as it is legalized. People might even conclude that larger amounts of marijuana are considered safe without knowing the limits to using it responsibly. This can translate into consequences for one’s health. Indeed, the deliberate message of this ad is to glorify and promote marijuana use which can be seen as a controversial issue. Additionally, Medmen attempts to argue that the only problem that is preventing the usage of marijuana is its legality. Therefore, this ad tries to convince us that as long as it’s legal, it is okay. With the upcoming official legalization of marijuana approaching on October 17, 2018 in Canada, there is concern about refining messages in these types of ads that promote use.
Jammed Version of the Ad: “A Solution”
In our society, advertisements are like mirrors that reflect our cultural standards and societal norms. With my jamming philosophy, I wanted to create a clear message about being careful about marijuana use by altering the advertisement slogan and adding the Medmen logo. Therefore, the new ad might help push consumers to reevaluate the dominant brand message.
The new ad reads, “It’s legal but shop RESPONSIBLY.” I intended for this line to be a reminder for marijuana users to be careful about their marijuana use. If capitalism runs on supply and demand, increasing awareness about setting limits is important in maintaining a healthy and thriving society. In fact, this slogan change demonstrates how word choice can be effective in helping to create a critical and conscious consumer. Additionally, the emphasis on the “responsibly” in the slogan further aids in changing the purpose of the message to present as a caution before buying products from Medmen. Lastly, the addition of the Medmen logo can serve as a clearer emphasis on what this ad is trying to sell by decreasing any ambiguity.
This kind of advertisement can heavily influence consumers’ purchasing behaviors simply through persuasion and reassurance. In the original version of the ad, the legalization of marijuana serves as some type of reassurance to persuade the consumer to indulge in recreational use. This can result in troubling issues such as being unable to protect vulnerable youth that are further swayed by these types of advertisements. Although the original ad may seem harmless at first glance, the reality behind the marijuana industry is to endorse use by trying to display the normality of using marijuana. Therefore, my hope with this critical analysis of this ad is that we become more conscious of the ways in which we are exposed to the messages hidden in advertisements like this.
