8/14/2019 What the Ads Should Say http://slidepdf.com/reader/full/what-the-ads-should-say 1/23 Truth in Advertising: What Alcohol Ads don’t tell you…
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 1/23
Truth in Advertising:
What Alcohol Ads
don’t tell you…
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 2/23
Myth #1: Everybody drinks!
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 3/23
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 4/23
If everyone starteddrinking ‘moderately’(having 1-5 drinks a
week):
•Alcohol companies would sell80% less alcohol every year.
•Do you thinkalcohol
companiesREALLY wantus to ‘drink
responsibly’?
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 5/23
Myth #2: Alcohol will help your love
life!
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 6/23
Ever heard of ‘Beer Goggles’ when someone looks a lot
more attractive to you when you’re drunk than sober?
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 7/23
Well, it’s actually true. The amount of light and smoke in the air
makes it even worse (Beware of the dimly lit smoky bar).
Researchers at Manchester
University figured out a formula to
determine the extent of the ‘beer
goggle affect’
Less than one: No effect
1-50: Person you would normally
find unattractive appears less
"visually offensive"
51-100: Non-appealing personbecomes suddenly attractive
More than 100: Someone not
considered attractive looks like a
super model
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 8/23
Alcohol makes youmore likely to
make poor choicesyou wouldn’t
normally do whensober. Althoughmany people usealcohol to help
them ‘relax’ and‘have a good
time’, drinkingalso makes youmore likely to do
things that areunsafe, likedrinking and
driving, or as thisad suggests:
‘Bring theBartender Home’.
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 9/23
• In 1997, 40 percent of convicted rape and sexualassault offenders said that
they were drinking at thetime of their crime. (Thisdoesn’t include statistics forunreported rapes)
• In 2002, more than70,000 students betweenthe ages of 18 and 24 werevictims of alcohol-related
sexual assault in the U.S.
Alcohol is the most commonly used
‘date rape’ drug.
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 10/23
When added torelationships,
alcohol often bringsalong violence.
• Communities and neighborhoodsthat have more bars and liquor
stores per capita experience moreassaults.
• Alcohol use is frequentlyassociated with violence betweenintimate partners. Two-thirds of
victims of intimate partner violencereported that alcohol was involvedin the incident.
• Women whose partners abusedalcohol were 3.6 times more likely
than other women to be assaultedby their partners.
• An estimated 480,000 childrenare mistreated each year by acaretaker with alcohol problems.
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 11/23
Myth #3: Alcohol hurt you?Nah!
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 12/23
Today in the U.S.:
Over 40,000 people dieon the highways each
year.
About half of the
fatalities involve alcohol.
Each year, drinking anddriving results in:
Millions of arrestsHundreds of thousandsof serious injuries
Tens of billions of dollarsin alcohol related costs
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 13/23
How it worksWhen you consume alcohol, 20 percentof it immediately passes through yourstomach walls into the bloodstream.
The remaining 80 percent goes to thesmall intestine where it slowly finds its
way into your blood.
Invasion of the bodyOnce alcohol enters the bloodstream, itenters all of your body's organs withinminutes. This is due to the small andsimple molecular structure of alcohol,
which allows it to pass easily throughcell membranes.
The body is designed to eliminateapproximately one-half ounce of
alcohol per hour (equivalent to one
mixed drink, one beer, or one glass of wine).
If the average person drinks morerapidly, the alcohol content in the
blood increases and the intoxicatingeffects of the drug are experienced.
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 14/23
Parts it affects...Brain
Alcohol is a central nervous systemdepressant. Based on how much you drink
and how often, alcohol causes bothtemporary and permanent brain injury. Areasaffected include memory, problem solving,
judgment, behavior, insight, understanding of pain and pleasure, coordination, and
regulation of all body systems.
LiverAlcohol causes three types of liver injurywhen used over time. Fatty liver disease is
100 percent reversible when abstinence fromalcohol and with appropriate diet and
vitamins. Alcoholic hepatitis is a serious form
of alcoholic liver disease in which part of theliver dies and is replaced with scar tissue.When alcoholic hepatitis goes on over a
period of time, increasing death of liver tissuetakes place. Cirrhosis occurs when liver tissue
dies and is replaced with scar tissue.
Progression of cirrhosis over time results indeath from liver failure.
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 15/23
It has long been clear that excessdrinking puts long-term health atsignificant risk and that increases
with the amount you drink. Thechronic health effects of alcoholcan affect numerous organs in thebody. These include:
o Liver cirrhosiso Cancero Strokeso Pancreatitiso Gastritiso High blood pressure
(hypertension)o Fertility Problemso Impotenceo Neurological disorderso Mental Health problems
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 16/23
CarefulGirls!
Your bodiescan’tmetabolize
alcohol as wellas males.
When added tothe fact thatthe average
female is
smaller thanthe average
male, it makesit even moredangerous foryou to ‘drink
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 17/23
Myth #4: Alcohol makes youhappy!
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 18/23
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 19/23
Your brain will not be done developing untilyou are about 25 years old.
Take good care of it.
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 20/23
Individuals who begin
drinking before age 15 arefour times more likely tobecome alcohol dependentthan those who begindrinking at age 21.
If the chemically dependentperson continues to abusealcohol, the addiction willeventually lead to death.
*Death due to liver,
heart, kidney, pancreas,and lung failure.*Death due to overdose.*Death due to suicide.*Death due to auto,
water, or fire accidents.
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 21/23
Twenty-eight
percent of suicides by
children agesnine to 15 were
attributable toalcohol.
In 35.8% of adultsuicides, the
individual hadbeen drinking.
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 22/23
So, thenext timeyou see the
unrealimage of
an alcohol
ad…
8/14/2019 What the Ads Should Say
http://slidepdf.com/reader/full/what-the-ads-should-say 23/23
…Don’tforget whatit would
look like if it were thereal world .