Legal Risk• You must be 21 to buy alcohol in the

United States• Laws do not allow the drinking of

alcohol in public places such as malls and beaches.

• Those who are caught driving under the influence of alcohol will have their drivers license suspended.

• Those who are found guilty of repeated drunk driving charges may be sent to prison.

• Drug– is a chemical that causes changes in a person’s body or behavior

• Alcohol is a drug!

• Alcohol is found in beverages such as a beer, wine, and liquor

• The content of alcohol in most beverages is between 6% and 50%.

• Beer and wine indicate the percentage of alcohol on their label

Proof

• Alcohol such as whiskey, vodka, and rum list their PROOF on the label

• Proof- the percentage of alcohol in the beverages—it is twice the percentage of alcohol

• Example:– Vodka is 50% alcohol—then it has a proof

of 100– (50%) (2) = 100– Rum is 120 proof—then it is 60% alcohol

Depressant

• Alcohol is a depressant

• A drug that slows the activity of the body’s central nervous system

• Example:– Slows the heart rate– Slows the digestive process

What immediate effects does alcohol have on me?

• Confusion- due to slowed brain activity

• Decreased alertness- due to slowed brain activity

• Poor Coordination- due to slowed brain activity

• Blurred Vision- due to slowed brain activity

• Drowsiness- due to slowed brain activity

• Loss of inhibitions- controls people put on their emotions and behaviors in order to behave in a socially acceptable manner

What does alcohol do to my body?• Intoxication- the negative effects alcohol has on

a drinker’s body and behavior.– Moment when the alcohol is consumed faster than the

body can break it down

• Alcohol causes problems to the different areas of the body:– Bloodstream- alcohol causes the blood vessels to

widen.

* Blood flows to the surface of the skin making the drinker feel warm

* However, the body temperature actually drops

• Brain– - the alcohol slows the speed of some

brain activities.

• Alcohol depresses the part of the brain that controls breathings and heartbeat.

• Too much drinking may result in alcohol poisoning or death

• Blackouts- periods of time that a drinker cannot remember

Liver• Organ responsible for chemically breaking

down the alcohol into carbon dioxide and water.

• When people drink alcohol faster than the liver can break it down- they become intoxicated or drunk.

• 1 drink per hour

• Drinking alcohol over a period of years can lead to liver damage - Cirrhosis

Blood Alcohol Concentration

• The amount of ethanol in a persons blood is expressed by a percentage

• BAC

What factors influence my BAC?

• Gender

* Females usually handle a SMALLER amount of alcohol than males because females weight LESS and carry MORE body fat

* Alcohol does not dissolve in fat

• Age- younger individuals can not process the alcohol as fast

• Weight

• Height

* Alcohol is found in the bloodstream, a smaller individual has less blood therefore will be effected by alcohol differently than someone who is bigger

• Amount of food in the stomach

* Food absorbs some of the alcohol and slows the absorption of alcohol into the bloodstream

* Think of food as a sponge that can soak up the alcohol

* Without that sponge, the alcohol goes directly into the blood stream

• Concentration of Alcohol

• Amount of Alcohol Consumed

* The more alcohol that is consumed the more it will effect your BAC

• How fast someone drinks

* Gulping down a drink raises the alcohol level in the blood because the body has less time to process the alcohol- 1 drink per hour

BAC for MEN

BAC for WOMEN

Long-Term Effects of Alcohol

• Tolerance

* The body builds up a resistance to a drug

* The body needs LARGER amounts of alcohol to achieve the effect that was originally produced

Dependence

• The body develops a resistance to a drug and requires the drug to function normally.

• Dependence is addiction

Withdrawal

• When a person stops taking the drugs they experience withdrawal

• Withdrawal symptoms include: * shakiness, * sleeping problems * irritability * rapid heartbeat * sweating

Brain Damage

• Alcohol abuse destroys nerve cells in the brain

• The connections in the brain may be damaged

• This may cause forgetfulness, an inability to concentrate and poor judgment

Digestive Problems

• Large amounts of alcohol cause the stomach to produce too much acid which may lead to ulcers

Liver Damage

• Alcohol interferes with the liver’s ability to break down fats so the liver begins to fill with fat

• Cirrhosis- a disease of the liver where useless scar tissue replaces normal liver tissue. This is the last stage of liver disease and can result in death

Heart Disease

• Excessive drinking contributes to increased blood pressure.

• Alcohol abuse leads to heart disease

Fetal Alcohol Syndrome

• Birth defects caused by the effects of alcohol on the unborn child

• Alcohol in the mother’s blood passes into the unborn baby’s blood

Signs and Symptoms of FAS• Mental retardation

• Birth defects

• Abnormal facial features

• Growth problems

• Problems with the central nervous system

• Trouble remembering and/or learning

• Vision or hearing problems

• Behavior problems

Alcoholism• A disease in which people are

addicted to alcohol

• There are many different stages of alcoholism

• Early Stage• Middle Stage• Late State

Early Stage

• Consume alcohol to try and relieve stress

• May drink excessive amounts of alcohol

• Drink to escape problems at home, school, and work

Middle Stage

• May refuse to acknowledge their drinking problem

• They are able to hide their problem

• May start to be absent from school or work

Late Stage of Alcoholism

• The alcoholic’s life revolves around drinking

• Reverse tolerance is a condition in which less and less alcohol causes intoxication.

• Shampoo effect

Where do I go for help?

• Alcoholics Anonymous (AA) – group composed of recovering alcoholics who give encouragement and support to help other alcoholics stop drinking and stay sober

• Al-Anon- group that helps friends and families of alcohols learn how they can contribute to the recovery process

• Alateen- provides help and support for teenagers living with alcoholic

• Teens learn skills to develop self- esteem so that they can over come guilt feelings and regain emotional and social health

If we know that drinking has a lot of negative effects…..then why do

people still drink????

Advertising!

• There are many different types of advertising that we see daily in the media

* TV

* Movies

* Magazines

* Radio

* Internet

Brand Loyalty

• Tells consumer that a brand is better than the rest

• Example:

–King of the beers

–Budweiser

Bandwagon

• Tries to convince consumers that everyone else wants a product and they should too

False Image

• Convinces consumers that people who use the product give off a certain image

Free Stuff

• Tell consumers that they will get prize or gifts if they buy the product

Great Outdoors

• Showing consumers using the product in exotic places

Humor

• Uses a slogan, jingle, or carton to keep consumers’ attention

Modeling

• Uses a well-known personality to say that a product or service is the best

Nothing but the positive

• Greatly exaggerates the benefits of the product

Science Status

• Give consumers evidence of a survey or test that proves the product is effective or reliable