2. Legal Risk You must be 21 to buy alcohol in the United States Laws do not allow the drinking of alcohol in public places such as malls and beaches. Those who are caught driving under the influence of alcohol will have their drivers license suspended. Those who are found guilty of repeated drunk driving charges may be sent to prison.

3. Drug– is a chemical that causes changes in a person’s body or behavior Alcohol is a drug! Alcohol is found in beverages such as a beer, wine, and liquor

4. The content of alcohol in most beverages is between 6% and 50%. Beer and wine indicate the percentage of alcohol on their label

5. Proof Alcohol such as whiskey, vodka, and rum list their PROOF on the label Proof- the percentage of alcohol in the beverages—it is twice the percentage of alcohol Example: –Vodka is 50% alcohol—then it has a proof of 100 –(50%) (2) = 100 –Rum is 120 proof—then it is 60% alcohol

6. Depressant Alcohol is a depressant A drug that slows the activity of the body’s central nervous system Example: –Slows the heart rate –Slows the digestive process

7. What immediate effects does alcohol have on me? Confusion- due to slowed brain activity Decreased alertness- due to slowed brain activity Poor Coordination- due to slowed brain activity Blurred Vision- due to slowed brain activity Drowsiness- due to slowed brain activity Loss of inhibitions- controls people put on their emotions and behaviors in order to behave in a socially acceptable manner

8. What does alcohol do to my body? Intoxication- the negative effects alcohol has on a drinker’s body and behavior. –Moment when the alcohol is consumed faster than the body can break it down Alcohol causes problems to the different areas of the body: –Bloodstream- alcohol causes the blood vessels to widen. * Blood flows to the surface of the skin making the drinker feel warm * However, the body temperature actually drops

9. Brain –- the alcohol slows the speed of some brain activities. Alcohol depresses the part of the brain that controls breathings and heartbeat. Too much drinking may result in alcohol poisoning or death Blackouts- periods of time that a drinker cannot remember

10. Liver Organ responsible for chemically breaking down the alcohol into carbon dioxide and water. When people drink alcohol faster than the liver can break it down- they become intoxicated or drunk. 1 drink per hour Drinking alcohol over a period of years can lead to liver damage - Cirrhosis

11. Blood Alcohol Concentration The amount of ethanol in a persons blood is expressed by a percentage BAC

12. What factors influence my BAC? Gender * Females usually handle a SMALLER amount of alcohol than males because females weight LESS and carry MORE body fat * Alcohol does not dissolve in fat

13. Age- younger individuals can not process the alcohol as fast Weight Height * Alcohol is found in the bloodstream, a smaller individual has less blood therefore will be effected by alcohol differently than someone who is bigger

14. Amount of food in the stomach * Food absorbs some of the alcohol and slows the absorption of alcohol into the bloodstream * Think of food as a sponge that can soak up the alcohol * Without that sponge, the alcohol goes directly into the blood stream

15. Concentration of Alcohol Amount of Alcohol Consumed * The more alcohol that is consumed the more it will effect your BAC How fast someone drinks * Gulping down a drink raises the alcohol level in the blood because the body has less time to process the alcohol- 1 drink per hour

16. BAC for MEN

17. BAC for WOMEN

18. Long-Term Effects of Alcohol Tolerance * The body builds up a resistance to a drug * The body needs LARGER amounts of alcohol to achieve the effect that was originally produced

19. Dependence The body develops a resistance to a drug and requires the drug to function normally. Dependence is addiction

20. Withdrawal When a person stops taking the drugs they experience withdrawal Withdrawal symptoms include: * shakiness, * sleeping problems * irritability * rapid heartbeat * sweating

21. Brain Damage Alcohol abuse destroys nerve cells in the brain The connections in the brain may be damaged This may cause forgetfulness, an inability to concentrate and poor judgment

22. Digestive Problems Large amounts of alcohol cause the stomach to produce too much acid which may lead to ulcers

23. Liver Damage Alcohol interferes with the liver’s ability to break down fats so the liver begins to fill with fat Cirrhosis- a disease of the liver where useless scar tissue replaces normal liver tissue. This is the last stage of liver disease and can result in death

24. Heart Disease Excessive drinking contributes to increased blood pressure. Alcohol abuse leads to heart disease

25. Fetal Alcohol Syndrome Birth defects caused by the effects of alcohol on the unborn child Alcohol in the mother’s blood passes into the unborn baby’s blood

26. Signs and Symptoms of FAS Mental retardation Birth defects Abnormal facial features Growth problems Problems with the central nervous system Trouble remembering and/or learning Vision or hearing problems Behavior problems

27. Alcoholism A disease in which people are addicted to alcohol There are many different stages of alcoholism Early Stage Middle Stage Late State

28. Early Stage Consume alcohol to try and relieve stress May drink excessive amounts of alcohol Drink to escape problems at home, school, and work

29. Middle Stage May refuse to acknowledge their drinking problem They are able to hide their problem May start to be absent from school or work

30. Late Stage of Alcoholism The alcoholic’s life revolves around drinking Reverse tolerance is a condition in which less and less alcohol causes intoxication. Shampoo effect

31. Where do I go for help? Alcoholics Anonymous (AA) – group composed of recovering alcoholics who give encouragement and support to help other alcoholics stop drinking and stay sober

32. Al-Anon- group that helps friends and families of alcohols learn how they can contribute to the recovery process

33. Alateen- provides help and support for teenagers living with alcoholic Teens learn skills to develop self- esteem so that they can over come guilt feelings and regain emotional and social health

34. If we know that drinking has a lot of negative effects…..then why do people still drink????

35. Advertising! There are many different types of advertising that we see daily in the media * TV * Movies * Magazines * Radio * Internet

36. Brand Loyalty Tells consumer that a brand is better than the rest Example: –King of the beers –Budweiser

37. Bandwagon Tries to convince consumers that everyone else wants a product and they should too

38. False Image Convinces consumers that people who use the product give off a certain image

39. Free Stuff Tell consumers that they will get prize or gifts if they buy the product

40. Great Outdoors Showing consumers using the product in exotic places

41. Humor Uses a slogan, jingle, or carton to keep consumers’ attention

42. Modeling Uses a well-known personality to say that a product or service is the best

43. Nothing but the positive Greatly exaggerates the benefits of the product

44. Science Status Give consumers evidence of a survey or test that proves the product is effective or reliable