High School Alcohol Literacy Challenge

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.