Binge Drinking Deterence Done Wrong?
Wednesday, March 10th, 2010Watch these videos. Then we’ll talk. (I’ll wait.)
Okay, were those effective drinking deterrents for you? What about for your students?
I have to admit, when I saw the female version, I thought: “Wowee. That was one helluva night out.” Some YouTube commenters apparently agree; one says: “she is cute in a debauched way…. i think this will probably doesn’t work as the advert intends….” and another noted: “If she came home like that she must have had a f****** EPIC night out!!” Others asked why the advertisement was “promoting” binge drinking. (Facetiously, I assume.) Some seem to get the point of the advertisement; many more are debating the origins of the song in it.
It’s alarming when I find my thoughts aligning with YouTube comments, but I’ll worry about my issues later. Society’s issue, it seems, is that ads like these seem to encourage binge drinking, not deter it, as if a morning spent guzzling water, munching aspirin and locating one’s brain cells is a weird, sticky, stinky badge of honor.
A study conducted at Northwestern University’s Kellogg School of Management found that PSAs like this don’t discourage binge drinking, and may actually lead to more of it. Ad Age reports on the study, and more results will be published in the Journal of Marketing Research later this year. The ads rely on guilt and shame to move viewers, but if the target audience is already feeling guilt (about anything), they’re likely to shy away from things that play on those emotions, and resist the messages in the ads.

…but they’re not getting it. According to a study by the Substance Abuse & Mental Health Services Administration, a subset of the United States Department of Health and Human Services, 7 million Americans aged 18 to 25 were designated as needing treatment for alcohol or drug abuse in the past year, but only 7 percent of them are getting it. The study was also conducted in 2002, when similar numbers prevailed. Most feel they do not need help; among the 4 percent who did feel they needed treatment, just over 32 percent of them tried to seek it out. For details, see the report 

The St. Cloud Times recently ran
It’s been a scholarly topic since 400 BC, with