cult of motchka: Joe joins AA

"What happened to Joe?"

The cleverly illustrated Alcoholics Anonymous WSO cartoon pamphlet,

"What Happened to Joe...", seems fairly innocuous at first glance.

If you look more closely, and, in particular if you compare it with other illustrated pamphlets distributed by AA's GSO, it is apparent that the creative team at AA headquarters is as astute as

any other advertising agency when it comes to promoting their product to a specific demographic.

There are at least two comic book style pamphlets intended for adults, one for men and one for women.

I've made an animation out of clippings taken from the comic book intended to attract the adult male, with a couple of my own comments thrown in.

To be fair, the pamphlet gives a fairly accurate picture of one type of male alcoholic.

The AA portrayed is decidedly Not the down and dirty, no holds barred, Peyton Place AA that I attended. AA promotional material presents a highly romanticized portrait of the AA fellowship ideal.

I do not believe this fellowship exists in the real world. Neither do any of the ex-members I'm acquainted with.

There is a prominent subliminal message within the pages of this booklet.

It's subtle, but only in the sense that nowhere is it actually spelled out. Happily married Joe seems to spend all his meeting time talking to, or in close proximity to, the many women that attend the same meetings that he does. The implications of this will become more apparent when I post my commentary on how the GSO's hired ad men have chosen to present AA to prospective women.

When you're selling to men, no matter what product, sex sells.

I find that a pretty damn cynical posture for an organization that professes to hold dear such virtues as honesty and making amends, especially in light of the rampant sexual exploitation within the fellowship. Judging from the pamphlet, the potential for romance isn't remote, either. If character Joe's experience is any indication, sexual adventure is practically guaranteed.