1. Alcohol and Teens: A Dangerous Combination Name_____________

2. Alcohol Video: 9 minutes long / http://www.drugfreeworld.org/real- life-stories/alcohol.html http://www.drugfreeworld.org/real- life-stories/alcohol.html / http://www.drugfreeworld.org/real- life-stories/alcohol.html http://www.drugfreeworld.org/real- life-stories/alcohol.html

3. 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.

4. BRAINSTORM: / In pairs write down as many reasons why people might drink. 2 minutes

5. Reasons why people drink are..... Social influence Peer pressure Part of American culture is to “celebrate” with alcohol (think NY Eve, winning a team championship… Personal problems Fitting in social groups Trying to act grown up Job loss Stress relief EscapismEscapism

6. BRAINSTORM: What happens to people when they drink? 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….

7. 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 / 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

8. HOMEWORK / Find an alcohol advertisement in a magazine or print an advertisement online. / It can be any kind of alcohol, but it has to be from a company that makes alcohol, not a group discouraging drinking. / Find an alcohol advertisement in a magazine or print an advertisement online. / It can be any kind of alcohol, but it has to be from a company that makes alcohol, not a group discouraging drinking.

9. Note: Any text written in YELLOW should be written in your notes. This information will be on your exam.

10. Drinker Definitions Alcohol: A chemical found in beer, wine, whiskey, and other alcoholic beverages.

11. Drinker Definitions Alcoholic: A person who is addicted to alcohol.

12. Drinker Definitions Alcoholism: The disease an alcoholic suffers from.

13. 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-about- alcohol/alcohol-abuse-self-test https://ncadd.org/learn-about- alcohol/alcohol-abuse-self-test / Hard to diagnose clearly without professional help. / This online tool could help someone self-assess their situation though: https://ncadd.org/learn-about- alcohol/alcohol-abuse-self-test https://ncadd.org/learn-about- alcohol/alcohol-abuse-self-test

14. Drinker Definitions Chronic drinking: Consuming several drinks every day or almost every day. Chronic drinking: Consuming several drinks every day or almost every day.

15. 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) Cirrhosis: A liver disorder often caused by long-term alcohol abuse. (This is just the name for the last stage of liver disease)

16. How much do you know about liver disease? / http://www.medicinenet.com/liver_di sease_quiz/quiz.htm http://www.medicinenet.com/liver_di sease_quiz/quiz.htm / http://www.medicinenet.com/liver_di sease_quiz/quiz.htm http://www.medicinenet.com/liver_di sease_quiz/quiz.htm

17. Drinker Definitions Binge Drinking: Drinking a dangerous amount of alcohol in a short period of time.

18. Teen Statistics From National Survey on Drug Use and Health (2012): 65% of teen drinkers are binge drinkers. From National Survey on Drug Use and Health (2012): 65% of teen drinkers are binge drinkers.

19. Mental confusion Memory loss Coma Death from respiratory arrest Mental confusion Memory loss Coma Death from respiratory arrest Effects of Binge Drinking

20. Binge Drinking clip from “Doctors” show / https://www.youtube.com/watch?v=- srNZb8WmlM https://www.youtube.com/watch?v=- srNZb8WmlM / https://www.youtube.com/watch?v=- srNZb8WmlM https://www.youtube.com/watch?v=- srNZb8WmlM

21. Some Short-term Effects of Drinking Slower reflexes Blurry vision Nausea/Vomiting Risky Behavior Slower reflexes Blurry vision Nausea/Vomiting Risky Behavior

22. 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 kills cells in the brain and the liver. These are both vital organs. Neither of these organs is able to regenerate cells.

23. Alcohol and The Brain Video Clip / https://www.youtube.com/watch?v=7 FeCOE4A9Xk https://www.youtube.com/watch?v=7 FeCOE4A9Xk / https://www.youtube.com/watch?v=7 FeCOE4A9Xk https://www.youtube.com/watch?v=7 FeCOE4A9Xk

24. NOTE: There are many long term effects of drinking. The most dangerous effects are damage to liver and brain.

25. Studies on Teen Drinking

27. 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.

28. The most powerful facts… Alcohol often plays a role in the four leading causes of death among 10-24 year olds.

29. The most powerful facts… / The leading causes of death in 10-24 year olds. 1. car crashes 2. accidents 3. murders 4. suicide / The leading causes of death in 10-24 year olds. 1. car crashes 2. accidents 3. murders 4. suicide How could alcohol play a role in a cause of death for all four of these categories

30. 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.) 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.)

31. Alcohol Advertisers Target Teens and Lie To Teens!

32. Alcohol Advertisers Target Teens!

33. Alcohol companies spend billions of dollars each year placing ads in magazines, radio programs and television shows that have large youth audiences.

34. 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 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

35. 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 Which methods are being used here?

36. 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 #2 Which methods are being used here?

37. 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 #3 Which methods are being used here?

38. 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 #4 Which methods are being used here?

39. 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 #5 Which methods are being used here?

40. 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 #6 Which methods are being used here?

41. The 7 Alcohol Myths That Alcohol Advertisers Want Teens To Believe

42. 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”? 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”?

43. 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. 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.

44. 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. 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.

45. Do we need alcohol in order to free ourselves and experience a richer, more interesting life? Do we need alcohol in order to free ourselves and experience a richer, more interesting life?

46. 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. 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.

47. 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. 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.

48. 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. 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.

49. Many alcohol advertisements actually promote problem- drinking behaviors. In the Royal Crown ad, symptoms of alcohol dependence, such as the need for a daily drink, are portrayed as normal and desirable.

50. 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. 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.

51. 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.

52. What are some of the problems that can be caused in relationships due to drinking problems?

53. 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.

54. Can you think of three reasons that using pets or cartoons in ads are not so innocent? Can you think of three reasons that using pets or cartoons in ads are not so innocent?

55. 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. 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.

56. Sometimes we get a “mixed message” from the sports world about alcohol. Can you think of an example? Sometimes we get a “mixed message” from the sports world about alcohol. Can you think of an example?

57. 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. 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.

58. 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). 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).

59. 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.

60. 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. 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.

61. 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.

62. 7. Alcoholic beverage companies promote moderation in drinking. Many consumer awareness campaigns downplay the very real problems associated with alcohol abuse. 7. Alcoholic beverage companies promote moderation in drinking. Many consumer awareness campaigns downplay the very real problems associated with alcohol abuse.

63. 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.

64. / 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.

65. Watch Matt Damon DVD / Which one was the most informative or meaningful to you? Polleverywhere.com

66. BAC: What’s It All About? / https://www.youtube.com/watch?v=ck 7B_Q0FBjU&list=PLTQSqj11WFGJ7 U31GXz2bgqLo9KYea_tc https://www.youtube.com/watch?v=ck 7B_Q0FBjU&list=PLTQSqj11WFGJ7 U31GXz2bgqLo9KYea_tc / https://www.youtube.com/watch?v=ck 7B_Q0FBjU&list=PLTQSqj11WFGJ7 U31GXz2bgqLo9KYea_tc https://www.youtube.com/watch?v=ck 7B_Q0FBjU&list=PLTQSqj11WFGJ7 U31GXz2bgqLo9KYea_tc

67. 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” 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”

68. “One Drink” All have same amount of alcohol. “One Drink”

69. Does that mean that they are all the same because they are equal? Why or why not?

73. Blood Alcohol Levels / How will someone feel at different BAC levels?

74. / BAL = 0.03 to 0.07 / (Euphoria and excitement) / Self-confident/daring / Short attention span / Poor judgment / Fine motor skills impaired / BAL = 0.03 to 0.07 / (Euphoria and excitement) / Self-confident/daring / Short attention span / Poor judgment / Fine motor skills impaired

75. / BAL = 0.08-.17 / (Legally drunk and losing control) / Sleepy / Memory loss / Reaction time decreased / Uncoordinated/loss of balance / Blurry vision and impaired senses / Walk and turn test https://www.youtube.com/watch?v=lZsMv4K BBxg https://www.youtube.com/watch?v=lZsMv4K BBxg / BAL = 0.08-.17 / (Legally drunk and losing control) / Sleepy / Memory loss / Reaction time decreased / Uncoordinated/loss of balance / Blurry vision and impaired senses / Walk and turn test https://www.youtube.com/watch?v=lZsMv4K BBxg https://www.youtube.com/watch?v=lZsMv4K BBxg

76. / 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 = 0.18 to 0.24 / (Confusion and Misery) / Confused/dizzy / Highly emotional / Cannot see/slurred speech / Uncoordinated/sleepy / May not feel pain as easily

77. / 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 / 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

78. 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 / BAL = 0.35 to 0.50 (Coma) / Unconscious / Reflexes depressed / Decreased body temperature / Decreased breathing rate / Decreased heart rate / Could die

79. Blood Alcohol Levels / BAL = Greater than 0.50 (Death) / Breathing stops / That says it all! / High levels of BAC are explained further in this Doctors video: https://www.youtube.com/watch?v=vkYnevwPm5Q&index=6 &list=PLTQSqj11WFGJ7U31GXz2bgqLo9KYea_tc https://www.youtube.com/watch?v=vkYnevwPm5Q&index=6 &list=PLTQSqj11WFGJ7U31GXz2bgqLo9KYea_tc / BAL = Greater than 0.50 (Death) / Breathing stops / That says it all! / High levels of BAC are explained further in this Doctors video: https://www.youtube.com/watch?v=vkYnevwPm5Q&index=6 &list=PLTQSqj11WFGJ7U31GXz2bgqLo9KYea_tc https://www.youtube.com/watch?v=vkYnevwPm5Q&index=6 &list=PLTQSqj11WFGJ7U31GXz2bgqLo9KYea_tc

80. Driving Limits / The legal limit is.08 / Will it be lowered??? / https://www.youtube.com/watch?v=O 7uxaPIKxOA&list=PLTQSqj11WFGJ7 U31GXz2bgqLo9KYea_tc&index=4 https://www.youtube.com/watch?v=O 7uxaPIKxOA&list=PLTQSqj11WFGJ7 U31GXz2bgqLo9KYea_tc&index=4 / The legal limit is.08 / Will it be lowered??? / https://www.youtube.com/watch?v=O 7uxaPIKxOA&list=PLTQSqj11WFGJ7 U31GXz2bgqLo9KYea_tc&index=4 https://www.youtube.com/watch?v=O 7uxaPIKxOA&list=PLTQSqj11WFGJ7 U31GXz2bgqLo9KYea_tc&index=4

81. Driving Limits / The legal limit for teens is.01! Teens cannot legally drink at all according to the law.

82. BAC Video / https://www.youtube.com/watch?v=z XjANz9r5F0 https://www.youtube.com/watch?v=z XjANz9r5F0 / https://www.youtube.com/watch?v=z XjANz9r5F0 https://www.youtube.com/watch?v=z XjANz9r5F0

83. BAC App Video / https://www.youtube.com/watch?v=b yw93tUhj5c https://www.youtube.com/watch?v=b yw93tUhj5c / https://www.youtube.com/watch?v=b yw93tUhj5c https://www.youtube.com/watch?v=b yw93tUhj5c

84. Creating a “Badvertisement” (Not an Anti-Smoking Ad) “Take an Ad- / And make it BAD”

85. Creating a “Badvertisement” discourages / Add, delete, alter text and images to make the ad into something that discourages people from using alcohol.

86. / Suggested order of events: 1. Consider 1. Consider all the ads in your group 2. Brainstorm 2. Brainstorm - get ideas for each ad which idea is the best? 3. Discuss/vote: which idea is the best? 4. Create 4. Create your Badvertisment

87. Go to Peer Pressure PPT…