high school alcohol literacy challenge
TRANSCRIPT
Alcohol Literacy Challenge™
High School Edition
© 2006-2011 Peter DeBenedittis, Ph.D. www.medialiteracy.net
Alcohol Drug Ad
Radio Ad Audio Only
Drinking Alcohol Makes a Person . . .
How do you think people feel after a few drinks?
Complete the above sentence on your activity sheet.
You can learn what your Alcohol Expectancies are by answering this question.
The Real Effects of Alcohol
Physical Effects Drinkers Call Good: A Buzz - but only at low doses
(after 1 or 2 drinks most people begin to lose their buzz & feel worse)
Physical Effects Drinkers Call Bad : Depressant
Breaks down neurotransmitters
Poison
Alcohol Memory Map
Arousal/Sedation Dimension
Positive/ Negative Dimension
Hyper
Forgetful
Loud Stupid
Crazy
Dizzy
Sick
Sleepy
Slow
Scared
Cool Talkative
Active
Carefree
Funny
Friendly
Less Nervous Outgoing
Fun Happy
Sad Relaxed
Smart
Quiet
Strong Beer Ad
It’s the thinking, not the drinking!
You can get all the positive effects of drinking without alcohol.
College Bar Laboratory
Students are told: Alcohol
Bar Lab Experiment Students actually get:
Alcohol Non-Alcohol
Who acted wildest and had the most fun?
Non-Alcohol
Bar Lab Questions: • Who else received alcohol?
• Did you receive alcohol?
Only 50% could answer correctly!
The Myth About Alcohol: “More is Better”
Drinks/Session
1
2
3
4
5
6
Happy
Friendly
Fun
Outgoing
Funny
Drinks/Session
1
2
3
4
5
6
Happy Friendly Fun Outgoing Funny
The Truth: Socially, It’s the thinking, not the drinking
Buzz
Slow
Dizzy
Stupid
Nauseous
Blackout
Physically, More is Worse
One Drink
What do you remember?
Some Ads Brag How Easily They Can Get You To Drink
It’s all about the lure!
American Alcohol Companies Spend $5 Billion/Year on Ads
B O T T L E
“Cool”
What is this ad selling?
Celebrity Nice Clothing Jewelry Elegant Setting Intense Look =
B O T T L E
“Cool”
Is the “cool” formula being
Sold the same here?
One ad is for Vodka The other is for Water
Both use the same formula for selling beliefs
Different Products selling the
Same Expectations!
Text “Cool”
“Cool”
“Because We Can” Ad
In the University of Washington Study It Didn’t Matter if Students had Non-Alcoholic Beer -
They Still Got Drunk! “Water” Ad
Can you still Party, Have Fun & Flirt drinking water?
In the University of Central Florida Study Water Drinkers Consistently Acted Wilder
& Had More Fun.
Test your skill over Alcohol Marketing & Expectancies
The Alcohol Literacy Challenge™ Game
Game Ad #1
Drinking Alcohol Makes a Person . . .
You have 30 seconds to write how this ad tells you that :
Go!
Game Ad #2
Drinking Alcohol Makes a Person . . .
Go!
You have 30 seconds to write how this ad tells you that :
Game Ad #3
Drinking Alcohol Makes a Person . . .
Go!
You have 30 seconds to write how this ad tells you that :
Game Ad #4
Drinking Alcohol Makes a Person . . .
Go!
You have 30 seconds to write how this ad tells you that :
Game Ad #5
Drinking Alcohol Makes a Person . . .
Go!
You have 30 seconds to write how this ad tells you that :
Game Ad #6
Drinking Alcohol Makes a Person . . .
Go!
You have 30 seconds to write how this ad tells you that :
Congratulations-you now know how alcohol advertising works to shape your expectations about drinking.
And now you’re in charge of what you
believe about alcohol.
Thank You for Playing the Alcohol Literacy Challenge™ Game.