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High School Alcohol Literacy Challenge

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How does the media effect our relationship to alcohol. Take the test and see!

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High School Alcohol Literacy Challenge

  1. 1. Alcohol Literacy Challenge™ High School Edition © 2006-2011 Peter DeBenedittis, Ph.D. www.medialiteracy.net
  2. 2. Alcohol Drug Ad Radio Ad Audio Only
  3. 3. 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.
  4. 4. 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
  5. 5. 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
  6. 6. Strong Beer Ad
  7. 7. It s the thinking, not the drinking! You can get all the positive effects of drinking without alcohol.
  8. 8. College Bar Laboratory
  9. 9. Students are told: Alcohol Bar Lab Experiment Students actually get: Alcohol Non-Alcohol Who acted wildest and had the most fun? Non-Alcohol
  10. 10. Bar Lab Questions: • Who else received alcohol? • Did you receive alcohol? Only 50% could answer correctly!
  11. 11. The Myth About Alcohol: More is Better Drinks/Session 1 2 3 4 5 6 Happy Friendly Fun Outgoing Funny
  12. 12. 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
  13. 13. One Drink
  14. 14. What do you remember?
  15. 15. 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
  16. 16. B O T T L E Cool What is this ad selling? Celebrity Nice Clothing Jewelry Elegant Setting Intense Look =
  17. 17. B O T T L E Cool Is the cool formula being Sold the same here?
  18. 18. 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
  19. 19. Because We Can Ad
  20. 20. 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.
  21. 21. Test your skill over Alcohol Marketing & Expectancies The Alcohol Literacy Challenge™ Game
  22. 22. Game Ad #1
  23. 23. Drinking Alcohol Makes a Person . . . You have 30 seconds to write how this ad tells you that : Go!
  24. 24. Game Ad #2
  25. 25. Drinking Alcohol Makes a Person . . . Go! You have 30 seconds to write how this ad tells you that :
  26. 26. Game Ad #3
  27. 27. Drinking Alcohol Makes a Person . . . Go! You have 30 seconds to write how this ad tells you that :
  28. 28. Game Ad #4
  29. 29. Drinking Alcohol Makes a Person . . . Go! You have 30 seconds to write how this ad tells you that :
  30. 30. Game Ad #5
  31. 31. Drinking Alcohol Makes a Person . . . Go! You have 30 seconds to write how this ad tells you that :
  32. 32. Game Ad #6
  33. 33. Drinking Alcohol Makes a Person . . . Go! You have 30 seconds to write how this ad tells you that :
  34. 34. 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.

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