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

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

2. Alcohol Drug Ad
Radio Ad
Audio Only

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. 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. 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. Strong Beer Ad

7. It s the thinking,
not the drinking!
You can get all the positive effects
of drinking without alcohol.

8. College Bar Laboratory

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. Bar Lab Questions:
• Who else received alcohol?
• Did you receive alcohol?
Only 50% could answer correctly!

11. The Myth About Alcohol:
More is Better
Drinks/Session
1
2
3
4
5
6
Happy
Friendly
Fun
Outgoing
Funny

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. One Drink

14. What do you remember?

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. B
O
T
T
L
E
Cool
What is this ad selling?
Celebrity
Nice Clothing
Jewelry
Elegant Setting
Intense Look =

17. B
O
T
T
L
E
Cool
Is the cool
formula being
Sold the
same here?

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. Because We Can Ad

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. Test your skill over
Alcohol Marketing
& Expectancies
The Alcohol Literacy
Challenge™ Game

23. Game Ad #1

24. Drinking Alcohol
Makes a Person . . .
You have 30 seconds to write
how this ad tells you that :
Go!

25. Game Ad #2

26. Drinking Alcohol
Makes a Person . . .
Go!
You have 30 seconds to write
how this ad tells you that :

27. Game Ad #3

28. Drinking Alcohol
Makes a Person . . .
Go!
You have 30 seconds to write
how this ad tells you that :

29. Game Ad #4

30. Drinking Alcohol
Makes a Person . . .
Go!
You have 30 seconds to write
how this ad tells you that :

31. Game Ad #5

32. Drinking Alcohol
Makes a Person . . .
Go!
You have 30 seconds to write
how this ad tells you that :

33. Game Ad #6

34. Drinking Alcohol
Makes a Person . . .
Go!
You have 30 seconds to write
how this ad tells you that :

35. 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.