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K. Nichols 2013 What is alcohol and what is its purpose? Where did it come from? Well I bet your never thought of this....... K. Nichols 2013 How did it get its name? Two doctors in Maryland (maybe 1800's, maybe earlier) were doing autopsies (a fairly new thing back then), and the townsfolk didn't like it. They razed the doctors' office, and the doctors built a medical facility for Maryland State University...right on the edge of town. The building was tall, and the top floor couldn't be seen into and was difficult to find once you were inside. The doctors and a few select students were performing autopsies there. The groundskeeper of the building would watch funeral processions go by, and at night he and a buddy would roll a barrel of whiskey down to the fresh grave, dig a hole just big enough for the body, pull the body up by its chin (using a hook), and throw the body into the barrel. They'd roll the barrel back; set it outside the medical building. When the doctors needed a body, they'd roll the barrel into the building, remove the body, and roll the barrel back outside. The groundskeeper and his buddy would sell the whiskey to the students...and so, rot-gut whiskey. K. Nichols 2013 Street names: Booze, Bevy, Beer, wine, spirits, liquors, drink, piss, mickey, 2/6, forties, texas mickeys. Chemical name: ethylalcohol (ethanol) Drug Effect: Depressant K. Nichols 2013 One of the most commonly used drugs of them all, alcohol consists of water and ethyl. Fermenting fruits, vegetables and grain produce alcohol. It is found in drinks like beer, lager, wine, alco pops, cider, and spirits such as whiskey or gin. Alcoholic drinks range in strength and are measured as a percentage (%) per volume, the higher the percentage, the stronger the effects are. K. Nichols 2013 When looking at the next pictures, try to answer these questions: What is the purpose of this message? What kinds of people are the targets of the message? (e.g., age, gender, income, socio-cultural factors) What specific strategies are used to appeal to the target audience? Why do you think the advertiser chose those strategies for the target audience? K. Nichols 2013 Alcohol is absorbed in the stomach, small intestine and into the bloodstream. This only takes a few minutes. The body removes about 10% of alcohol consumed through urine, sweat and saliva. The other 90% has to be removed through the liver. This is the only organ that can break down alcohol. K. Nichols 2013 K. Nichols 2013 K. Nichols 2013 K. Nichols 2013 K. Nichols 2013 K. Nichols 2013 K. Nichols 2013 What is the purpose of this message? What kinds of people are the targets of the message? (e.g., age, gender, income, sociocultural factors) What specific strategies are used to appeal to the target audience? Why do you think the advertiser chose those strategies for the target audience? K. Nichols 2013 Alcohol can give you: Difficulty walking Blurred vision Slurred speech Slowed reaction times Impaired memory Impair your judgement High doses of alcohol can: Cause vomiting Cause you to become unconscious or blackout Cause difficulty breathing Put you in a coma Cause DEATH K. Nichols 2013 Alcohol usually effects teens and children faster than adults because they are usually smaller and lighter. Teens and children are also still developing physically, mentally and emotionally so they are more easily affected. Women are affected faster because they typically have more body fat. Body fat does not absorb alcohol well so it is more concentrated in the bloodstream. Switching drinks does not affect how fast the body absorbs alcohol. It is all the same. No matter what you drink. Tolerance builds up in chronic or heavy drinkers. In moderate amounts, alcohol results in light headedness, loss of inhibitions and changes in mood, including feeling of relaxation, and becoming more talkative. It is also known to increase sexual desire. The more alcohol consumed the stronger these effects are and users can quickly become nauseous, aggressive, sexually promiscuous, depressed, hyperactive and experience unpredictable mood swings. Speech, vision and physical coordination are also effected. • The intensity of the effects depends on the strength of the alcoholic drink, plus the rate and amount consumed. Other factors that influence the effects of alcohol include the weight of the drinker, their mood, surroundings and how recently they ate. K. Nichols 2013 Alcohol is a depressant drug. If you're feeling down, it will make you feel worse. A regular, long term drinking habit can lead to physical as well as psychological dependency. Tolerance can develop, which means you need more to get the same effect. Long term heavy drinking habits may cause serious damage to internal organs including heart, stomach and liver. It can also cause skin problems, trembling (the shakes), obesity, brain damage, mood swings and personality changes. Getting very drunk can lead to loss of consciousness and death particularly among those who are not used to drinking. Excessive consumption can also lead to alcohol poisoning and this can kill. In addition, drinking too much can cause problems with work, family and friends. By spreading your drinking over the week, females can generally drink 14 units and males up to 21 units, without harming their health. K. Nichols 2013 K. Nichols 2013 JacquisStory.pps K. Nichols 2013 Alcohol consumption destroys brain cells and can lead to apathy, amnesia, and disorientation. K. Nichols 2013 K. Nichols 2013 K. Nichols 2013 Every day an average of 11,318 teens try alcohol for the first time. Underage drinkers account for 11.4% of all alcohol consumed in the U.S. Americans drink the heaviest in their teens to mid-twenties. Alcohol use declines after that. Three out of four high school seniors have consumed alcohol by the time they graduate. More than half of high school seniors report being drunk at least once. Teens that drink alcohol are 50 times more likely to use cocaine than teens that do not drink. Eight teens die every day in alcohol-related car crashes. College students are more likely to engage in binge drinking than their peers who do not attend college. Teens who consume alcohol by the age of 15 are 4 times more likely to develop alcohol dependence as adults than those who do not begin drinking until the legal age of 21. K. Nichols 2013 K. Nichols 2013