Alcohol | December 09, 2007 | 3 comments

Getting Sh*t-Faced Is Considered 'Cool'

source: http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2007/12/10/nalcohol110.xml

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abbym0308
Health campaigns highlighting the consequences of drinking too much could be failing because young people take pride in their drunken exploits, according to state-funded research. Advertisements that show someone being thrown out of a nightclub, being carried home or passing out in a doorway are often seen by young people as a typical story of a fun night out, rather than as a cautionary tale, it is claimed. While some adverts imply that being very drunk with friends carries a penalty of social disapproval, experts say that for many young people the opposite is often the case.

"Extreme inebriation is often seen as a source of personal esteem and social affirmation amongst young people... Tales of alcohol-related mishaps and escapades were key markers of young peoples' social identity. These 'drinking stories' also deepen bonds of friendship and cement group membership. Not only does being in a friendship group legitimise being very drunk - being the subject of an extreme drinking story can raise esteem within the group."

This is really disappointing, but to be honest, it's true I'm afraid. I think that this information is important and should be publicized. If anti-drink campaigns are going to be effective, they have to appeal to the sensibilities of their target audience. If they are inadvertently appealing to the wrong tastes, they will fail. There needs to be a better way to address underage binge drinking. I'm all for shock value. But real shock value. Nothing glamorised.
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    Alcohol
  2. tags:
    Advertising,  Alcohol,  Drinking,  Binge Drinking,  3 more
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3 comments // Getting Sh*t-Faced Is Considered 'Cool'

  • KosterK7
    • 0
      KosterK7  

    • I remember seeing a commercial where a girl is having fun at a party then knocks out her two front teeth on a beer bottle. That made an impact on me because I have seen the exact situation happen in real life... EWWW!

      I left my binge drinking stage in a box with my old sorority t shirts, but it was a good reminder about the stupidity of getting wasted.

    • 3 years ago
  • dbocaz
    • 0
      dbocaz  

    • I'm involved in creating anti-drinking ads and it's tough to find something that really reaches our target audience. What will it take to convince them? I'd love suggestions. Is there anyone out there that gave up binge drinking? What made you stop?

    • 3 years ago
  • abbym0308
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