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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.
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• 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
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• The content of alcohol in most beverages is between 6% and 50%.
• Beer and wine indicate the percentage of alcohol on their label
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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
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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
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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
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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
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• 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
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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
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Blood Alcohol Concentration
• The amount of ethanol in a persons blood is expressed by a percentage
• BAC
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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
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• 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
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• 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
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• 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
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BAC for MEN
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BAC for WOMEN
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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
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Dependence
• The body develops a resistance to a drug and requires the drug to function normally.
• Dependence is addiction
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Withdrawal
• When a person stops taking the drugs they experience withdrawal
• Withdrawal symptoms include: * shakiness, * sleeping problems * irritability * rapid heartbeat * sweating
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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
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Digestive Problems
• Large amounts of alcohol cause the stomach to produce too much acid which may lead to ulcers
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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
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Heart Disease
• Excessive drinking contributes to increased blood pressure.
• Alcohol abuse leads to heart disease
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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
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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
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Alcoholism• A disease in which people are
addicted to alcohol
• There are many different stages of alcoholism
• Early Stage• Middle Stage• Late State
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Early Stage
• Consume alcohol to try and relieve stress
• May drink excessive amounts of alcohol
• Drink to escape problems at home, school, and work
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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
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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
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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
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• Al-Anon- group that helps friends and families of alcohols learn how they can contribute to the recovery process
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• Alateen- provides help and support for teenagers living with alcoholic
• Teens learn skills to develop self- esteem so that they can over come guilt feelings and regain emotional and social health
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If we know that drinking has a lot of negative effects…..then why do
people still drink????
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Advertising!
• There are many different types of advertising that we see daily in the media
* TV
* Movies
* Magazines
* Radio
* Internet
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Brand Loyalty
• Tells consumer that a brand is better than the rest
• Example:
–King of the beers
–Budweiser
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Bandwagon
• Tries to convince consumers that everyone else wants a product and they should too
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False Image
• Convinces consumers that people who use the product give off a certain image
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Free Stuff
• Tell consumers that they will get prize or gifts if they buy the product
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Great Outdoors
• Showing consumers using the product in exotic places
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Humor
• Uses a slogan, jingle, or carton to keep consumers’ attention
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Modeling
• Uses a well-known personality to say that a product or service is the best
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Nothing but the positive
• Greatly exaggerates the benefits of the product
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Science Status
• Give consumers evidence of a survey or test that proves the product is effective or reliable