Legal Risk You must be 21 to

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 selfesteem 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