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!