Alcohol Literacy Challenge Overview

© 2006-2014 Peter DeBenedittis, Ph.D.www.medialiteracy.net

Martha Putnam, Education Coordinator

Hanley Center Foundation

May 10, 2016

Alcohol Drug Ad

How do you think a person feels

after having a few drinks?

Alcohol Expectancies are your beliefsabout the effects of alcohol

Complete the above sentence on your activity sheet.

You can learn what your Alcohol Expectanciesare by answering this question.

Physical Effects & Mental Effects

Physical Effects: Direct pharmacologicalor biological effects ofa drug

Mental Effects:

It’s the thinking, not the drinking!

You can get all the positive effectsof drinking without alcohol.

The Physical Effects of Alcohol

Depressant

Neurological Breakdowns

Poison

Physical Effects Drinkers Call Good:

Physical Effects Drinkers Call Bad:

A Buzz - but only at low doses(After 1 or 2 drinks the buzz effect diminishes for most people. If they continue to drink after this, they’ll feel worse than before their buzz started)

Memory Map of Alcohol Effects

Arousal/Sedation Dimension

Positive/Negative

Dimension

Hyper

Forgetful

LoudStupid

Crazy

Dizzy

Sick

Sleepy

Slow

Scared

CoolTalkative

Active

Carefree

Funny

Friendly

Less Nervous Outgoin

g

Fun

Happy

SadRelaxed

Smart

Quiet

Sexy

Neurons that Fire Together, Wire TogetherWhen two things happen at the same time,

your brain makes one thing out of it

The Active Part WinsWhatever part of your brain you’re

using determines your behavior

Brain Science RulesTo help your read the Alcohol Memory Map

Memory Map of Alcohol Effects

Arousal/Sedation Dimension

Positive/Negative

Dimension

Hyper

Forgetful

LoudStupid

Crazy

Dizzy

Sick

Sleepy

Slow

Scared

CoolTalkative

Active

Carefree

Funny

Friendly

Less Nervous Outgoin

g

Fun

Happy

SadRelaxed

Smart

Quiet

Sexy

Cool Corona Commercial

College Bar Laboratory

Students are told:

Alcohol

Bar Lab ExperimentStudents actually get:

AlcoholNon-

AlcoholNon-Alcohol

Who Acted Wildest & Had the Most Fun?

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

LoseJudgment

Nauseous

Blackout

Physically, More is Worse

Some Ads Brag How Easy it is To Get You To Drink

It’s always worth it!American Alcohol Companies Spend $5 Billion/Year on Ads

“Because We Can” Ad

What Alcohol Expectancies are Shown in this Ad?

“Water” Ad

Are the Expectancies shown here the sameor different from the last ad?

Test your skill over Alcohol Marketing& Expectancies

The Alcohol LiteracyChallenge™ Game

Drinking Alcohol Makes a Person . . .

Go!

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

Drinking Alcohol Makes a Person . . .

Go!

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

Drinking Alcohol Makes a Person . . .

Go!

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

Drinking Alcohol Makes a Person . . .

Go!

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

For more information:

Martha Putnam, Education Coordinator

Martha@hanleycenterfoundation.org

561-841-1215

And now you’re in charge of what youbelieve about alcohol.

Thank You for Playing the Alcohol Literacy Challenge™ Game.