Evans requires the use of learned skills for resisting social pressures toward adopting unhealthy behaviors. Programs based on these theories have been proven to work but must be age specific, tailored to the target population. "Just Say No" is too easy and its PSAs too general. By not saying why to say No or how to say No the campaign insulted the intelligence of youth who do to normal adolescent psychology were as likely to do the opposite of what they were being told (Strasburger, 1989, 676-680).
Youth watches a lot of television and for every PSA advertisement viewed by a child they see 25 to 50 ads for wine and beer (Strasburger, 1989, 676). Some beer advertisers are trying to encourage responsible drinking but the ads are still selling the idea that drinking instills hipness, sexuality, and lots of friends.
PSAs that use scare tactics can boomerang with young people. In one study, 33 percent of students believed "scare" tactics encouraged illegal drug use, 23 percent said they would now experiment with drugs, and only 20 percent thought the tactics discouraged them from drug use (Tennant, Weaver, Lewis, 1973, 246). Drug education can sometimes stir the curiosity and create more interest. While scare tactics may work on the very young, it will not work for even sixth graders.
Children view over 1000 advertisements for alcoholic beverages on American T.V. each year (Strasberger, 1989, 278). PSAs are never shown that f
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