All advertising is about convincing people they're incomplete, which is alarmingly easy to do, and tying whatever your selling to an emotion of that seems like it will fill that hole. You don't need to be neutral on the product.
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DARE was an outgrowth of the Ad Council, which has existed for decades (since WWII) as a nonprofit initiative for the ad industry to sell itself to the government as using their powers for good to propagandize people into being better citizens and not just being greedy bastards
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And the evidence that ANY of the Ad Council's campaigns actually WORK (whether or not you approve of the cause in question -- it includes wartime propaganda and military recruitment but also public health campaigns, antiracism ads, etc) has always been very sketchy
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