Name_____________
Alcohol and Teens:
A Dangerous Combination
Alcohol and Tobacco Quiz
Answer the following questions, true or false:
1. More kids and teens have tried alcohol than have tried
cigarettes.
2. Alcohol is more addictive than tobacco.
3. Alcohol and tobacco are drugs.
4. Health warnings must be featured on all alcoholic beverages.
5. In general, advertising has a greater impact on young people
than on adults.
Answers…
1.
True. Studies have consistently shown
that more young people have tried
alcohol than cigarettes.
2. False. Although alcohol can be
addictive, tobacco (through nicotine) is
considered to be a more addictive drug.
3. True. Both alcohol and nicotine are
classified as drugs.
4. False. Health warnings must appear on
tobacco products, but not on alcohol
products.
5. True. Young people who lack the life
experience and education to counter
advertising messages and are more likely
to be effected by advertising than adults.
BRAINSTORM:
/
/
In pairs write down as many reasons why
people might drink.
After we are done, let’s write it on the
board…
2 minutes
Social influence
Peer pressure
Personal problems
Trying to act
grown up
Part of American culture is
to “celebrate” with alcohol
(think NY Eve, winning a
team championship…
Reasons
why
people
drink
are.....
Fitting in social
groups
Job loss
Stress relief
Escapism
What happens to
people when they drink?
BRAINSTORM:
Activity 1: Working in pairs- write down as many things that
can happen to a person when they drink alcohol
For example, get into a fight, memory loss etc….
The effects of alcohol abuse…
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
Liver damage (Cirrhosis)
Reddened skin
Stomach ulcers
Heart disease
Depression
Insomnia
High blood pressure
Memory loss
Confusion
Alcohol dependency
Mouth, throat, breast cancer
Lack of money
Obesity
Fight with friends/family
Bad decision making
Discussions on Alcohol
When we have class discussions about
alcohol, please refrain from telling
personal stories or describing
situations that involve consumption by
teens or by family members.
Note: Any text written in
YELLOW should be written in
your notes. This information
will be
on your exam.
Drinker Definitions
Alcohol: A chemical found in beer, wine,
whiskey, and other alcoholic
beverages.
Drinker Definitions
Alcoholic: A person who is addicted to
alcohol.
Drinker Definitions
Alcoholism: The disease an alcoholic
suffers from.
How do you know if someone is
an alcoholic?
/
/
Hard to diagnose clearly without
professional help.
This online tool could help someone
self-assess their situation though:
https://ncadd.org/learn-aboutalcohol/alcohol-abuse-self-test
Drinker Definitions
Chronic drinking: Consuming several
drinks every day or almost every day.
Drinker Definitions
Cirrhosis: A liver disorder often caused
by long-term alcohol abuse.
(This is just the name for the last
stage of liver disease)
How much do you know about
liver disease?
http://www.medicinenet.com/liver_di
sease_quiz/quiz.htm
Drinker Definitions
Binge Drinking: Drinking a dangerous
amount of alcohol in a short period of
time.
Teen Statistics
From National Survey on Drug Use and
Health (2012):
65% of teen drinkers are binge drinkers.
Effects of Binge Drinking
•
•
•
•
Mental confusion
Memory loss
Coma
Death from respiratory arrest
Binge Drinking clip from
“Doctors” show
https://www.youtube.com/watch?v=srNZb8WmlM
Some Short-term
Effects of Drinking
• Slower
reflexes
• Blurry vision
• Nausea/Vomiting
• Risky Behavior
Worst Long-term Effects
Alcohol kills cells in the brain
and the liver.
•
•
These are both vital organs.
Neither of these organs is able to regenerate cells.
Alcohol and The Brain
Video Clip
https://www.youtube.com/watch?v=7
FeCOE4A9Xk
NOTE: There are many long term
effects of drinking. The most
dangerous effects are damage to
liver and brain.
Studies on Teen Drinking
Studies on Teen Drinking
Young Drinkers Are At Risk
Teenagers who start drinking before
the age of 15 are four times more
likely to become addicted to alcohol
than those who don't drink until
they're 21 or older.
The most powerful facts…
Alcohol often plays a role in the four
leading causes of death among 10-24
year olds.
The most powerful facts…
The leading causes of death in 10-24
year olds.
1.
2.
3.
4.
car crashes
accidents
murders
suicide
How could alcohol play a role
in a cause of death for all four
of these categories
Underage drinkers make lots of money for the
alcohol industry!
They consume 19.7 per cent of the alcohol
sold in the United States.2 (Favorite choice?
Beer.)
Alcohol Advertisers
Target Teens and Lie To Teens!
Alcohol Advertisers
Target Teens!
Alcohol companies spend billions
of dollars each year placing ads
in magazines, radio programs
and television shows that have
large youth audiences.
Most common advertising strategies
1. Using celebrities
2. Capturing your imagination
3. Using glamour and sex appeal
4. Promoting friends, fun and excitement
5. Making it seem like everyone's doing it
6. Making it seem hip or cool
7. Exaggerating the merits of the product
8. Using humour
9. Using ideal people/models
Ad #1
1.
2.
3.
4.
5.
6.
7.
8.
9.
Using celebrities
Capturing your imagination
Using glamour and sex appeal
Promoting friends, fun and excitement
Making it seem like everyone's doing it
Making it seem hip or cool
Exaggerating the merits of the product
Using humour
Using ideal people/models
Which methods are being used here?
Ad #2
1.
2.
3.
4.
5.
6.
7.
8.
9.
Using celebrities
Capturing your imagination
Using glamour and sex appeal
Promoting friends, fun and excitement
Making it seem like everyone's doing it
Making it seem hip or cool
Exaggerating the merits of the product
Using humour
Using ideal people/models
Which methods are being used here?
Ad #3
1.
2.
3.
4.
5.
6.
7.
8.
9.
Using celebrities
Capturing your imagination
Using glamour and sex appeal
Promoting friends, fun and excitement
Making it seem like everyone's doing it
Making it seem hip or cool
Exaggerating the merits of the product
Using humour
Using ideal people/models
Which methods are being used here?
Ad #4
1.
2.
3.
4.
5.
6.
7.
8.
9.
Using celebrities
Capturing your imagination
Using glamour and sex appeal
Promoting friends, fun and excitement
Making it seem like everyone's doing it
Making it seem hip or cool
Exaggerating the merits of the product
Using humour
Using ideal people/models
Which methods are being used here?
Ad #5
1.
2.
3.
4.
5.
6.
7.
8.
9.
Using celebrities
Capturing your imagination
Using glamour and sex appeal
Promoting friends, fun and excitement
Making it seem like everyone's doing it
Making it seem hip or cool
Exaggerating the merits of the product
Using humour
Using ideal people/models
Which methods are being used here?
Ad #6
1.
2.
3.
4.
5.
6.
7.
8.
9.
Using celebrities
Capturing your imagination
Using glamour and sex appeal
Promoting friends, fun and excitement
Making it seem like everyone's doing it
Making it seem hip or cool
Exaggerating the merits of the product
Using humour
Using ideal people/models
Which methods are being used here?
The 7 Alcohol Myths
That Alcohol Advertisers
Want Teens To Believe
1. Drinking is a risk-free activity.
Ads that present drinking as a risk-free activity
deliver messages that it is okay to drink large
quantities of alcohol.
What do you think advertisers mean when they
say a drink is “less filling”?
Drinking in ads is portrayed as both natural and
distinctive, taking place on yachts at sunset, not at
kitchen tables in the morning.
All signs of trouble and any hint of addiction are
avoided at all costs. There is no unpleasant
drunkenness, only high spirits.
2. You can’t have a fun life
without drinking.
“Lead a more colorful life,” is
what Macallen drinkers are
promised when they drink
Macallen Scotch.
Messages such as this want us to
believe that our real lives are
dull and boring.
Do we need alcohol in order
to free ourselves and experience a
richer, more interesting life?
An ad for beer says, “Block Party” –
just open that bottle and your
life will be fun.
Ads such as these are dangerous
for people who are problem
drinkers. Many alcohol
dependent persons believe that
alcohol is essential for life.
These ads are telling these people
that they need alcohol to make
life worthwhile and exciting.
List five things about life that can
be worthwhile and exciting
without alcohol or other drugs.
3. Problem-drinking behaviors
are normal.
“The end of a perfect day,” is
how a Royal Crown ad puts it.
If you believe this ad’s
message, then you believe that
alcohol makes everything
perfect – and that drinking is
something you do every day.
Many alcohol advertisements
actually promote problemdrinking behaviors. In the
Royal Crown ad, symptoms of
alcohol dependence, such as
the need for a daily drink, are
portrayed as normal and
desirable.
4. Alcohol is a magic potion that can transform you
into someone that is more fun or attractive.
Alcohol advertising often links alcohol with the
attributes and qualities that problem drinking so
often destroys. Happiness, wealth, success, maturity,
athletic ability, and attractiveness are common
themes in alcohol ads.
For example, alcohol is often linked with romance, but
researchers have found that people with drinking
problems are seven times more likely to be separated
or divorced.
What are some of the problems that
can be caused in relationships due to
drinking problems?
Ads and products aimed at young
people deserve special mention –
especially when you consider the
fact that many kids start drinking
in junior high school. Cartoon and
animal characters such as Spuds
MacKenzie are not as innocent as
they appear.
Can you think of three reasons that
using pets or cartoons in ads
are not so innocent?
5. Sports and alcohol go together.
Drinking alcohol actually decreases
athletic performance. But numerous ads,
such as this one for Michelob Ultra
Beer, imply that sports/training and
alcohol go together.
Sometimes we get a
“mixed message” from
the sports world about
alcohol. Can you think
of an example?
Other types of ads that connect sports and drinking
include sponsorship of sporting events and sports
television or endorsements by sports stars.
Not only do these ads make alcohol part
of playing sports, they also feed the impression that
booze is an essential part of watching sporting
events.
6. If these products were truly dangerous,
the media would tell us.
Most media are reluctant to bite the hand that
feeds them (advertisers spend $2 billion
annually on advertising and promotion).
Media coverage of the “war on drugs” seldom
mentions the two major killers, alcohol and
nicotine. From the coverage, one would
assume that cocaine was the United
States’ most dangerous drug.
However, while cocaine, heroin and other
illegal drugs are linked to about 20,000
deaths a year, alcohol contributes to at
least 100,000 and cigarettes more than
390,000 deaths a year in that country.
Although many media feature occasional
stories about alcohol problems, they usually
treat these as personal problems and focus
on individual treatment solutions. Reports
that probe alcohol’s role in violence and
other chronic problems are rare, and the
role advertising plays in encouraging alcohol
use is almost never discussed.
7. Alcoholic beverage companies promote
moderation in drinking.
Many consumer awareness campaigns downplay the
very real problems associated with alcohol abuse.
For example, an ad from Budweiser displays a “True
or False” quiz, with “The majority of college
students drink 2 or fewer drinks a week” as one of
the statements. They list this statement as True,
but that contradicts research findings concluding
that binge drinking on college and university
campuses has reached “epidemic” proportions. This
blatantly misleading ad has been removed and is
hard to find anywhere today.
Most alcohol companies have ads that
are designed to encourage young
people not to drive drunk. They do
not, however, question drinking to
excess. As long as you’re not the one
behind the wheel of a car, it’s okay to
get drunk.
BAC: What’s It All About?
How much alcohol is in a “drink”?
BLOOD ALCOHOL
CONCENTRATION depends on:
Weight
Gender
How much you drank.
How do you know how much you
drank?
We have to define “one drink”
“One
“OneDrink”
Drink”
All have same amount of alcohol.
“One Drink”
Does that mean that
they are all the same
because they are
equal? Why or why
not?
Blood Alcohol Levels
How will someone feel at different
BAC levels?
BAL = 0.03 to 0.07
(Euphoria and excitement)
Self-confident/daring
Short attention span
Poor judgment
Fine motor skills impaired
BAL = 0.08-.17
(Legally drunk and losing control)
Sleepy
Memory loss
Reaction time decreased
Uncoordinated/loss of balance
Blurry vision and impaired senses
BAL = 0.18 to 0.24
(Confusion and Misery)
Confused/dizzy
Highly emotional
Cannot see/slurred speech
Uncoordinated/sleepy
May not feel pain as easily
BAL = 0.25 to 0.40 (Stupor)
Can barely move at all
Cannot respond to stimuli
Cannot stand or walk
Vomiting
Lapse in and out of consciousness
Blood Alcohol Levels(8)
BAL = 0.35 to 0.50 (Coma)
Unconscious
Reflexes depressed
Decreased body temperature
Decreased breathing rate
Decreased heart rate
Could die
Blood Alcohol Levels(8)
BAL = Greater than 0.50 (Death)
Breathing stops
That says it all!
Driving Limits(6)
The legal limit is .08
The legal limit for teens is .01! Teens
cannot legally drink at all according to
the law.
BAC App Video
https://www.youtube.com/watch?v=b
yw93tUhj5c
Taking an Advertisement and
turning it into a
“Bad”vertisement.
Badvertisement: Taking an existing
ad and adding or changing the
words/images to discourage
someone from using the product.
Example:
This is an advertisement.
This is a “bad”vertisement.
Instructions
1.
2.
3.
4.
5.
6.
7.
Make a group of 2-3.
Choose an advertisement to work with.
Brainstorm together. (2-3 ideas)
Choose an idea.
Make a draft on paper/plan your idea in
detail.
Create a final copy.
Hand it in!