BY: MITCHELL BARIONNETTE

WHAT IS A DRINK?

A standard drink is

Ø One 12-ounce beer

Ø 12-ounce wine cooler

Ø One 5-ounce glass of wine

Ø 1.5 ounces of 80-proof liquor

All different alcoholic beverages have different amounts

of alcohol content. Hard liquors have a higher alcohol level

than brewed drinks (“Alcohol What” par1).

The more alcohol consumed the greater the possibility for having

problems in your home, with companions, and even strangers.

Problems such as:

v Confrontations with family our spouse that may lead to divorce

v Becoming a victim or committing a violent crime

v Unstable relationships with friends and coworkers

v Frequent absence or chronic lateness to work

v Getting fired due to the lack of ability to do work

(“Alcohol What” par 4)

http://www.marininstitute.org/alcohol_policy/violence.htm

Ø Many young people choose alcohol as their preferred drug

Ø Young people who drink tend to begin at an early age

§ This creates problems for the people around them, themselves, and their society

Ø Underage drinking in this country has become the leading public health problem

Ø Alcohol has become a great contributor to injury death and is the main cause of death for people under the age of 21

http://www.focusas.com/Alcohol.html

Culture, Race and ethnicity has become an important factor in the amount of alcohol that is consumed. In different cultures there are different views on alcohol and the way it is used. Asian-American have high rates of alcohol consumption and tend to be heavy drinkers. Different Hispanic groups have different drinking patterns which explains the difference in the rates of alcohol-related problems. African-Americans drinking rates tend to change according to the individual, the environment, historical and cultural factors (Caetano par 1).

http://www.scienceblog.com/community/older/2001/A/200110259.html

BECOMING A COLLEGE STUDENT CREATES A BIGGER

RISK OF BECOMING AN ALCOHOLIC. THIS IS BECAUSE OF THE INCREASE OF ALCOHOL AVAILABILITY AND THE TOLERANCE OF DRINKING ON MOST OF THE CAMPUSES. COLLEGE STUDENT TEND TO BE HEAVY DRINKERS BUT THE NONSTUDENTS ALSO HAVE THE SAME PROBLEMS BECAUSE OF A LACK OF MATURITY, BUT ALSO MANY JUST CONTINUE THEIR DRINKING HABITS AFTER HIGHSCHOOL. OF COURSE, THERE ARE ALSO THE COLLEGE PARTIES WHERE MANY STUDENTS AFTER CONSUMING TOO MUCH ALCOHOL “BLACK OUT” OR PASS OUT AND IN THESE SITUATIONS MANY FEMALE STUDENTS TEND TO GET TAKEN ADVANTAGE OF (Raskin par 1).

http://www.nih.gov/news/WordonHealth/aug2004/story02.htm

Target Market - is the market segment to which a particular product is marketed. It is often defined by age, gender and/or socio-economic grouping.

o Many college student hold down decent jobs and have the money to blow on alcohol

o College students spend over thousands of dollars a year on alcohol

o “‘If you're going to attract a new group to your brand that has a chance of sticking over a lifetime, the college years are crucial,’ says Barry Glassner, sociology professor at University of Southern California (Horovitz par2).”

o Many student use alcohol and other drugs to escape reality and the market understands the freedom and the choices college students will make.

http://www.camprecovery.com/content/8719/Alcohol+Ads+Target+Georgia+College+Students

Works Cited

"Alcohol Research and Social Policy." NIAAA Vol. 20p.208-212.

"Alcohol What You Don't Know Can Harm You." NIAAA ((2004)): 99-4323.

Caetano, Raul. "Alcohol Consumption Among Racial/Ethnic Minorities." Theory and Research

Horovitz, Bruce, Theresa Howard, and Laura Petrecca. "Alcohol makers tread tricky path in marketing to college students." USA Today 17 Nov 2005 Pg 01b. 10 Nov 2006 .. 4

Kuntsche, Emmanuel, Ronald Knibbe, Gerhard Gmel, and Rutgers Engel. "Who drinks and why? A review of socio-demographic, personality, and contextual issues behind the drinking motives in young people.." Oct 2005 p. 1844-1857. 10 Nov 2006 .

Raskin White, Helene. "Social and Psychological Influences on Emerging Adult Drinking Behavior." Alcohol Research & Health Vol 28(2004/2005): Pg. 4..