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Alcohol Literacy Challenge™ High School Edition © 2006-2011 Peter DeBenedittis, Ph.D. www.medialiteracy.net

High School Alcohol Literacy Challenge

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Page 1: High School Alcohol Literacy Challenge

Alcohol Literacy Challenge™

High School Edition

© 2006-2011 Peter DeBenedittis, Ph.D. www.medialiteracy.net

Page 2: High School Alcohol Literacy Challenge

Alcohol Drug Ad

Radio Ad Audio Only

Page 3: High School Alcohol Literacy Challenge

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.

Page 4: High School Alcohol Literacy Challenge

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

Page 5: High School Alcohol Literacy Challenge

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

Page 6: High School Alcohol Literacy Challenge

Strong Beer Ad

Page 7: High School Alcohol Literacy Challenge

It’s the thinking, not the drinking!

You can get all the positive effects of drinking without alcohol.

Page 8: High School Alcohol Literacy Challenge

College Bar Laboratory

Page 9: High School Alcohol Literacy Challenge

Students are told: Alcohol

Bar Lab Experiment Students actually get:

Alcohol Non-Alcohol

Who acted wildest and had the most fun?

Non-Alcohol

Page 10: High School Alcohol Literacy Challenge

Bar Lab Questions: • Who else received alcohol?

• Did you receive alcohol?

Only 50% could answer correctly!

Page 11: High School Alcohol Literacy Challenge

The Myth About Alcohol: “More is Better”

Drinks/Session

1

2

3

4

5

6

Happy

Friendly

Fun

Outgoing

Funny

Page 12: High School Alcohol Literacy Challenge

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

Page 13: High School Alcohol Literacy Challenge

One Drink

Page 14: High School Alcohol Literacy Challenge

What do you remember?

Page 15: High School Alcohol Literacy Challenge

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

Page 16: High School Alcohol Literacy Challenge

B O T T L E

“Cool”

What is this ad selling?

Celebrity Nice Clothing Jewelry Elegant Setting Intense Look =

Page 17: High School Alcohol Literacy Challenge

B O T T L E

“Cool”

Is the “cool” formula being

Sold the same here?

Page 18: High School Alcohol Literacy Challenge

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”

Page 19: High School Alcohol Literacy Challenge

“Because We Can” Ad

Page 20: High School Alcohol Literacy Challenge

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.

Page 21: High School Alcohol Literacy Challenge

Test your skill over Alcohol Marketing & Expectancies

The Alcohol Literacy Challenge™ Game

Page 22: High School Alcohol Literacy Challenge
Page 23: High School Alcohol Literacy Challenge

Game Ad #1

Page 24: High School Alcohol Literacy Challenge

Drinking Alcohol Makes a Person . . .

You have 30 seconds to write how this ad tells you that :

Go!

Page 25: High School Alcohol Literacy Challenge

Game Ad #2

Page 26: High School Alcohol Literacy Challenge

Drinking Alcohol Makes a Person . . .

Go!

You have 30 seconds to write how this ad tells you that :

Page 27: High School Alcohol Literacy Challenge

Game Ad #3

Page 28: High School Alcohol Literacy Challenge

Drinking Alcohol Makes a Person . . .

Go!

You have 30 seconds to write how this ad tells you that :

Page 29: High School Alcohol Literacy Challenge

Game Ad #4

Page 30: High School Alcohol Literacy Challenge

Drinking Alcohol Makes a Person . . .

Go!

You have 30 seconds to write how this ad tells you that :

Page 31: High School Alcohol Literacy Challenge

Game Ad #5

Page 32: High School Alcohol Literacy Challenge

Drinking Alcohol Makes a Person . . .

Go!

You have 30 seconds to write how this ad tells you that :

Page 33: High School Alcohol Literacy Challenge

Game Ad #6

Page 34: High School Alcohol Literacy Challenge

Drinking Alcohol Makes a Person . . .

Go!

You have 30 seconds to write how this ad tells you that :

Page 35: High School Alcohol Literacy Challenge

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.