Saturday, August 31, 2019

Advertising Campaigns in Banking Using Images of Famous People Essay

Today, banking services look very similar to each other. While comparing various products, a customer has often no idea which one is the best for him and he does not even know how they differ from each other. In order to understand the difference between them, it requires a thorough analysis, for which a potential buyer does not have enough time. In most cases, the choice of customers is based on irrational considerations. By observing recent advertisements in banking sector, I came to conclusion that most of them are becoming less informative and more focused on creating a positive image of the bank and its product. This creates an impression that the product or service is essential to the customer and its possession or use of service means that the buyer belongs to a group of â€Å"the wise† or â€Å"better ones† who are â€Å"well chosen†. Further observations has shown that it is becoming increasingly popular to use celebrities in advertisements of well-known banks, as public has sympathy, respect and trust towards those people. These advertisements include actors, successful athletes and popular personalities from the media world. The common feature of these various industry representatives is their universal recognition. Therefore, the subject of this work is to look at how banks are creating a positive image though their advertising campaigns by using celebrities. The goal of my work is to present the role of the brand, the essence of advertising, as well as to demonstrate the specific marketing activities with the use of recognition of famous people. The first part provides information on the purpose of advertising, its functions and types. The second part shows how branding is done with the help of famous people in Russia. Lastly, I will conclude the research by evaluating advertising activities in banking sector and their effectiveness. Advertising Advertising is usually presented as a message that aims to increase demand and thus sales of a certain product. However, this definition is incomplete and should be supplemented by two important elements. The first one concerns the creation of advertising in order to reduce demand. An example could be an anti-smoking or anti-alcohol campaign. The second element is to present advertising as a combination of information and persuasion, prompting the customer to buy the product with better selectiveness. Since advertising is a broad concept, it is understood in many ways. Philip Kotler says that advertising is a measure of information and propaganda, designed to increase the level of knowledge of brand, product and company of its customers or potential customers. However, Belch & Belch write that advertising is any form of communication about a product, organisation, ideas or services originating from a distinct source, facing the environment. The most common purpose of advertising is to create customer awareness of the existence of a company, product or brand. The customer should spontaneously recall the advertised name, and at the same time be encouraged to re-purchase. Another objective is to maintain positive beliefs about the image and to create the best possible relationship with the client. These objectives could not be achieved only by using advertisements, as an integrated marketing plan is required for those purposes. Another function is related to the issuing of competitive messages in response to competitors’ advertising messages. The main objective is to increase the attractiveness of their products. Another way is to weaken the position of the competition by presenting their products from a weaker side. There are also two major function of advertisements. Consumer advertising – targeted at specific customers. A significant number of advertisements on television, radio or newspaper is consumer-based. A characteristic feature of these ads is that it is financed by the manufacturer or dealer who sells the product. Advertising to the companies – also known as industrial, commercial and so-called business advertising. The vast majority of advertisements related to consumer is located in all types of media. Business advertising presents in specialised publications or professional journals. The objectives and functions of advertising divide them into two more elements: Advertisement is designed in order to stimulate demand for the product, such as American cigarettes, fruit from Morocco, Polish chocolate. It is used in one of two situations. The first is part is when a product is getting launched. It is called pioneer advertising. The creation of such advertising is associated with the implementation of the following three objectives: 1) To introducing a new product to market.  2) To affect selected markets, simplification of the contractors carrying out the tasks. 3) To inform the pioneer. The second element is connected to advertising to maintain the demand. Such advertising is used throughout the product life cycle and seeks to maintain or stimulate demand. It is also important to mention, that the selective demand advertising is different from the main demand advertising which is designed to stimulate demand for individual brands. It is a competitive advertising that appears in the second product life cycle, when there are already competitive products on the market. The company is trying to gain an advantage through the promotion, so that customers remember those product. This is usually done by highlighting the advantages and unique advantages of the product over a competitor. Another form of selective demand advertising is comparative advertising. Creating brand by using the image of famous people A company that wants to effectively advertise its brand, should not reserve funds for advertising campaigns. Power of the media is unbelievably huge these days. Media is considered as a â€Å"fourth power† in terms of influence on public. Regarding the banking sector in Russia, it is becoming increasingly popular to use images of famous people in advertisements. It comes to media operations, whose primary objective is to create the brand advertising, where the actor or another person from the world of politics, business, etc. represents the business and associated with the product. Mechanics of this advertising method is simple: â€Å"This famous person uses the services of the bank N. So it’s a good bank and you can trust it.† This advertising method has several advantages: 1) The fame of celebrity and his character is applied to the brand. 2) If a customer feels confident towards the celebrity, this confidence will be applied to a brand. Increased brand loyalty among fans of celebrities. 3) The client is more prepared to use products and services and has positive attitude towards the brand reduces attention to the price. An example of a effective application of such a strategy is the brand image advertising campaign of VTB 24, which began back in 2008. The campaign was built on attracting celebrities to advertise the bank as a reliable, stable institution that can be trusted. Those celebrities where: a coach Tatiana Tarasova, actresses Ingeborg Dapkunayte and CHulpan Hamatova, composer Igor Sharp, etc. â€Å"Shall I call a few celebrities – this is the safest option, because you can work on different audiences at the same time† – believes the managing director of BBDO Branding Olga Konovalova. However, some experts pointed out that a participation of an actor Konstantin Khabenksy was not entirely successful the campaign . Usually his characters have unpredictable personality: they do not represent the stability that people are willing to see in the bank. Overall, Young & Rubicam advertising agency believes that this strategy seems to be justified. This campaign helped to create an image of VTB 24 as one of the most stable and popular among celebrities banks. Moreover, the brand recognition of this bank increased from 34 to 45%. But not all advertising campaigns became successful. â€Å"At the first glance I thought I was imagining things† – that was the reaction of most passers-by when they first saw the billboards of the bank â€Å"Trust† with an image of Bruce Willis. For the first time on the territory of the former Soviet Union such a global megastar was participating in the Russian advertising campaign. Vice-President of â€Å"Trust† Communications Dmitry Chukseev binds him choice of Bruce Willis with the results of studies that have shown that he is an absolute leader in the aggregate index of perception of the target audience. The use of celebrities in advertising has serious drawbacks, such as: 1) The risk choosing a wrong celebrity. â€Å"Money down the drain† if a celebrity is not popular among target consumers. 2) The risk of damaging the brand image in the case of a celebrity scandal. The risk of damaging the brand image in the case if celebrity is advertising some other brands. According to sociological research, advertising by using celebrities will be less in demand over time. In 2010, the American edition of Ad Age found that the modern public wants to get as much information in advertising as possible and it is this, rather than the popularity of the characters which is taken into account when banks are thinking of the next marketing move. A study of Ace Metrix found that advertising of financial services with celebrities does not generate high consumer confidence, besides celebrities distract the consumers’ attention on a product. Conclusion Advertising is created to promote the product. It is designed to convince customers to accept the product and purchase it. A form of advertisement should represent advantages of products and services promoted and show the benefits of the product to the customers. Advertising should involve means and methods that will effectively allow the transfer of your content to consumer. Today, advertising has almost the status of art. The advertising message is often intended not only to promote the product, but also to shock the customer and cause him to experience the product emotionally. Effectively formulated advertising message not only encourages the recipient to purchase a product, but also allows to encode in his mind, which in tern affects consumer’s preferences. The aim of this study was to show how the banks influence the decisions of customers through the use in advertising of the services of trusted and widely accepted celebrities. People pay attention to such features as sympathy and trust in the â€Å"star†. This confirms that the bank’s branding through advertising campaigns by using images of famous people has a positive affect on the overall brand awareness. Nowadays, due to the continuous changes in the market, the importance of quality and quantity of information is significantly increased. Information overload makes today’s buyer is no longer in a position to observe and analyse the changes. A more developed market, more products and forms of distribution, increased competition between companies means that the role of information significantly increases. Celebrities are no longer needed to raise confidence in the banks. Therefore, banking sector needs to change the trend in the commonly used types of advertisements, which will be characterised by greater efficiency than those involving identifiable persons. Therefore, creating brand by using the image of famous people is no longer perspective. However, this is still a matter of debate.

Friday, August 30, 2019

Nazi Party Rises to Power

Ian Kershaw was a medievalist who, nearly 30 years ago, turned his interests to the history of the Third Reich. This is the second volume of his encyclopaedic biography of Hitler, and the best thing in it is his treatment of Hitler's effect on the German people. He intersperses his biography with evidence of German popular sentiment, fragmentary and yet telling. Many Germans (perhaps understandably) have tried to separate the history of Hitler from the history of the German people during the Third Reich, one historian going so far as to declare that there were no National Socialists, there was only Hitler.This is nonsense, and Kershaw knows it very well. The great majority of the Germans followed Hitler until the very end. Kershaw's Hitler is more telling about the Third Reich than about the man himself. The result is a one-dimensional portrait, and not an illuminating one. This is a pity, because we shall see more and more studies of Hitler (including, I fear, more and more cleverly composed and carefully disguised apologies).There is not one trace of defence or apology here, and Kershaw makes the much-needed and persuasive argument that even when no evidence of direct orders exists, there is no reason to think that his minions were committing their brutalities contrary to, or even without, Hitler's wishes. But Kershaw's portrait of Hitler is that of a single-minded fanatic with crazy ideas who was doomed to defeat. It was not as simple as that.Hitler was no fool, and his abilities as statesman and strategist derived from the same talents that had enabled him to become ruler of Germany. These talents were protean – for instance, his uncanny capacity to foretell what his enemies would not do. Kershaw does not see how close Hitler came to winning the war, not only in the summer of 1940 but in 1941. His knowledge does not extend sufficiently to Hitler's adversaries, or to foreign policy. After November-December 1941 Hitler could no longer win the second wo rld war, but he could still prevail by not losing it.Had he driven Stalin beyond the Volga, forcing an armistice of sorts, or thrown the Anglo-American armies into the sea in 1944, he would not have won the war, but one or other of his enemies would have been compelled to make some kind of arrangement with him. He knew that, and in December 1941 his entire strategy changed. He now faced a long war, and believed that sooner or later the uneasy and unnatural coalition of his enemies, capitalists and communists, would break apart. He was right; but, fortunately, too late for him. ) He also knew that this could not be achieved by diplomacy, but by striking a decisive blow against one of his enemies. At the same time he gave the command of German industry to Speer, turning it into an astonishingly successful and productive war economy. There is almost nothing in Kershaw's book about this momentous change in Hitler's strategy. Nor is there anything about Hitler's attempts to divide the Al lies.Kershaw begins the present volume by summing up his first one: in the 1930s Hitler â€Å"was a political outsider with few, if any, special talents beyond undoubted skills as a demagogue and propagandist†. Yet in his foreign policy before 1939 â€Å"his sense of timing ha[d] been excellent, his combination of bluff and blackmail effective, his manipulation of propaganda to back his coups masterly†. Another contradiction, within one page: â€Å"He was certainly alert to the dangers of a collapse in his popularity, and the likely domestic crisis which would then occur. Yet: â€Å"It is, in fact, doubtful whether he would have believed the accounts of poor morale, even if he had read them. † By 1936 Hitler â€Å"had thought himself infallible; his self-image had reached the stage of outright hubris†. Yet in November 1936 Hitler said to Speer, after a long silence: â€Å"If I succeed, I will be one of the greatest men in history – if I fail, I w ill be condemned, rejected, and damned. † This volume is not well written: there are many errors of facts and dates, and strange words such as â€Å"devotalia†, â€Å"actionism†, â€Å"diplomatic outfall†.The other main shortcoming is Kershaw's extensive dependence on Hitler's statements as his primary source. The problem here is not only that Hitler, despite his loquacity, was a very secretive man (as he himself states on occasion); we must also keep in mind that he was a master of the spoken word (again, something which he often emphasised). The great turning point of his life came in 1919: his decision to enter politics was contemporaneous with his discovery that he was a very efficient speaker.Thereafter, he always spoke with the purpose of influencing his hearers, not only in his public speeches but also in table conversations and talks with Goebbels, on whose diaries Kershaw sometimes unduly depends. Did Hitler always believe what he was saying? Kers haw writes as though he did, yet we have evidence to the contrary. This is especially so in the case of Russia. Kershaw writes that in the 1930s Hitler was â€Å"increasingly preoccupied with the looming threat, as he saw it, from Bolshevism†.Not at all: Hitler gave little thought to Soviet Russia until 1939, but he very ably used the threat of Bolshevism to impress conservatives in Germany and Britain. Several times during the war Hitler praised Stalin for having got rid of the influence of Jews. Yet in all his public statements, including the last ones in April 1945, he proclaimed the peril of â€Å"Jewish Bolshevism†. It is the great merit of British writing to have married biography to history. In the 19th century, professional historians tended to eschew biography.The English tradition was an exception, with enduring results during the 20th century, to the extent that the appetite of the public for serious biographies is now larger than ever before, and every seri ous biographer now follows the practices of historical research. Still, biography requires particular talents, including not only a certain degree of empathy with one's subject but an incisive understanding of human nature. Kershaw is a better historian than he is a biographer.

Thursday, August 29, 2019

Fret and Regret

Case-1 Fret and Regret 1. Explain in detail using concepts from the course what the problem Ian is faced with. Ian has 2 major problems; he doesnt want to use Iphone 4S instead of Galaxy S2 and he doenst want to broke Molly’s heart. First problem is about his personal taste and desires. Ian thinks that with Galaxy S2 he can benefit from extra technological advantages such as 4g, extra storage and computer remote contrale. This shows that in Ian’s opinion Galaxy S2 has better quality rather than Iphone 4S. Another reason about Ian’s preferance is Galaxy S2 has bigger screen.So in his opinion Galaxy S2 is more succesfull than Iphone about designing. In terms of technology and design Galaxy S2 seems more attractive to Ian. The fact is that these two smart phones both have comparative advantages to each other and price is the same. At this point, personal taste becomes important and that is why Ian prefers Galaxy S2. Second problem is about ethics. Molly bought expen sive, usefull and one of the best smart phones; Iphone 4S to make Ian happy. She sacrifised her money and time in order to give perfect present. So if Ian exchanges the phone that would make her sad and her efforts would be in vain. . Should Ian change the phone or keep the phone? Again use as many concepts from the course as are relevant. Ian’s consumer behaviour depends on; brand, his personality, his girlfriend and technology. According to the case if he only considers brand and technology his choice would be Galaxy S2 for sure. But if he considers all of these points and gathers more information, rational choice would be Iphone 4S. For that reason Ian should keep the phone. He didnt give Iphone 4S enough credit and he admitted that he has distaste for apple products; proof of prejudice.Also Ian didnt do enough market research so he has some wrong informations about Iphone 4S’s technology. You can have computer remote apps and extra storage options unlike Ianâ€℠¢s claims. Before buying new products, awareness, interest, evaluation, trial and adoption should be the process. Ian skipped trial and evaluation parts and only paid attention to interest. While purchasing expensive and to be used for a long time products these steps shouldnt skip. Bigger screen and some extra features directed him to want Galaxy S2. But he also stated that these phones are identical in terms of functionality.Ian realised he needs a phone and briefly searched for Galaxy S2. He was in the second step of the buyer decision process. He should have asked his Iphone 4S and Galaxy S2 user friends, get more information and try Galaxy S2 before making final decision. Since there is no time left for evaluating alternatives, he should keep Iphone 4S and doesnt make sad Molly. If he exchanges the phone he might regret from Galaxy S2 and also broke his girlfriends heart. So instead of taking those risks, he should continue with the phone which he started to get used to.

Wednesday, August 28, 2019

Essay 2 Example | Topics and Well Written Essays - 250 words

2 - Essay Example In some point in time, this has outraged vigilant groups advocating â€Å"Stop Cruelty to Animals†. These groups have marched their way to request the banning of this practice in aid of legislation from government. Now, the stance whether or not, one is in favor of using animals in cosmetic testing or in any other lab experiments still remains a subject of debate. Looking back in time, medical and scientific researches have highlighted their major breakthroughs that saved human lives. The more popular scientific breakthroughs referring to the same, include: â€Å"1950’s – kidney transplant, replacement of heart valves, polio vaccine, hip replacement surgery: 1960’s – heart bypass, drugs to treat mental illness; 1970’s – drugs to treat stomach ulcers, asthma and leukemia; 1980’s- drugs to control transplant rejection, life support systems for premature babies and 1990’s- cloning of Dolly† (Thomassen, et.al., n.d.) . These cited medical discoveries are the same strong justifications raised by those who argue in favor of the use of animals in lab tests.

Tuesday, August 27, 2019

Health Status in the United States and Contemporary Models of Health Essay

Health Status in the United States and Contemporary Models of Health Care - Essay Example Usually older women are more likely to develop heart disease compared to younger women, though the condition can occur in all age groups (Medline Plus, 2011). Coronary artery disease is a condition that affects the arteries that supply the heart and is caused by plaque build up in the inner walls of the coronary arteries. These plaques are made of fat, cholesterol, minerals such as calcium and other substances. Several serious heart problems arise as a result of coronary artery disease including myocardial infarction (heart attack). heart failures, cardiac arrhythmias, cardiac arrest, etc. The plaques in the coronary artery wall can narrow the lumen through which the blood flows to the cardiac muscles resulting in angina (Chest discomfort). Besides, in some instances, the plaques disintegrate causing the dislodgement of blood clots, which may in turn blocks the flow of blood to various parts of the heart (National Heart, Lung and Blood Institute, 2009). Professional practice model (PPM) is a system of practice that consists of certain structures, processes, and values, which can enable the nurse to have greater control over the delivery of nursing care in the appropriate environment for the patient. It has 5 subsets including relationships, values, delivery model, management approach and a mean of compensating and rewarding. Values include provision of high-quality healthcare, nursing responsibility, professional development and greater autonomy. In the professional relationships, greater teamwork, partnership and collaboration should be developed. In the delivery model, the decision-making should be decentralised. In order to support professional development as well as organisation growth, an appropriate compensation and reward system should be programmed (Hoffart, 1996). The professional practice model is ideal for nursing practice meant for women with heart disease. It is ideal as it gives greater

Critical Analysis of Two Ways a Woman Can Get Hurt by Jean Kilbourne Article

Critical Analysis of Two Ways a Woman Can Get Hurt by Jean Kilbourne - Article Example Portraying women as seductive and helpless reaffirms the notion that men are superior to women in an already male-dominated culture. This does not help the cause of women fighting for equal rights, opportunities, wages and representation in the real world. Jean Kilbourne’s main hypothesis is that using women as objects of sex appeal in advertisements to promote consumer products objectifies them, shows them as commodities that are easily available, makes their position vulnerable and exposes them to aggression. She has used several examples of advertisements that expose women to near pornographic depiction and shows women as having little resistance towards male attraction. She claims that using woman’s body as an object to enhance sales of commodities like perfumes, some companies use women in erotic, fantasy settings which in reality have no bearing with the product they are endorsing. However, the advertisements leave images of nude women in the minds of customers who start to associate perfumes with these models and in a bid to be like them, buy more perfume. So what is meant to be a delicate olfactory experience is converted into a visual stimulant quite disassociated from the product. For an advertisement meant to promote a tender and light perfume, the use of nude women is quite unnecessary. According to Kilbourne, images of this kind use women’s bodies as objects of desire rather than the product. It is not surprising then, that women are used as symbols of sex which leads to crimes and harassment against women. These pictures are suggestive and when put up for public display may be taken literally, demeaning the image of women and create confusion in people’s minds about women’s right to say no to unwanted attention.  Ã‚  

Monday, August 26, 2019

Department of Transportation in the U.S Research Paper

Department of Transportation in the U.S - Research Paper Example Department of Transportation in the U.S The US has a vast transport system that consists of modern transport infrastructures that include roads, railways, and ports. DOT offices are located in New Jersey Ave, SE Washington  District Of Columbia (DOT, 2012). This paper investigates the department of transportation on issues related to regulations and policy development. The paper also analyzes challenges and opportunities that define DOT operations. Purpose of the Agency The agency seeks to promote safety, efficiency, and convenience in transportation, in order to meet the interests of the Americans. Moreover, the agency promotes implementation of policies that concerns transport infrastructures and safety. The agency’s establishment was based on an economic agenda that sought to revitalize the US economy. According to Pucher, & Lewis (2000), the agency is an instrumental force in restructuring other economic factors such as land planning, energy conservation, utilization of scarce resources and urban planning. The agency also maintains equality in distribution of national resources, which characterize a free economy. In addition, DOT helps to create equal opportunity for all Americans through efficient transport system. The safety aspect enlisted in the agencies agenda also promotes economic prosperity. This is because the agency’s core agenda is to eliminate inconveniences associated with transport that often leads to losses (Bookman, 2010). According to Bookman (2010), the agency is consumer oriented. This is because the agency sought to promote the interests of ordinary Americans by promoting free flow of consumer goods. Evidently, the agency also has key interest energy and environmental conservation. The aim of the agency was to promote economic development through the creation of efficient transport infrastructures. These agendas are bound to misuse by businesses and individuals who are concerned with profits and gains. This created the need for regulations, which is the basis o f the agency’s operations. Indeed, the private sector views the agency as arm of the government established to oversees or promote transport regulations. DOT has various regulation options that were established to impose sanity in the transport sector. Regulation options promoted by the agency include driver regulations, vehicle regulations, company regulations, and alcohol and drug regulations (Bookman, 2010). Driver’s regulations ensure that drivers and the staff driving on American roads meet technical requirements. The regulations concerns licensing of drivers based on their qualification. The regulations also stipulate conditions under which a driver’s license may be revoked. On the other hand, vehicles regulatory options stipulates standard of vehicles used on American roads. Moreover, the regulations coincide with environmental conservation policies stipulated in DOT’s agenda. The alcohol and drug regulation outlines substance that should not be us ed by drivers. Alcohol and drug regulations promote compliance to drugs and substance regulations among drivers. The choice of these regulations is subject to review and amendment by the senate. DOT reviews the regulations to ensure that they meet the economic and social needs of the country. DOT’s executive board seems to have selected the most efficient regulations. This is because the regulations target road users and vehicles used American roads. Such regulations avoid redundancy and ensure accountability among road users. The regulations also utilize available resources in the sense that they consider drivers and vehicles as the basis for regulations policies. Although these regulations have been

Sunday, August 25, 2019

Finance in the Hospitality Industry Assignment Example | Topics and Well Written Essays - 3250 words

Finance in the Hospitality Industry - Assignment Example It is worth mentioning in this regards that the borrowing percentage depends on the size of the industry. For instance, small-scale hospitality players, such as Queens Hotel London often borrow funds from whereas medium-sized hospitality organizations are observed to source funds from the small investment bodies, as to continue with their business processes (Hsyndicate, 2014). Â  As already discussed above, there can be various methods through which, income can be generated within a business or service operation. However, the levels of the contribution made by these income generation sources might vary to a substantial extent. For instance, in case a hotel plans to purchase laundry equipment from an electronics equipment manufacturer, on behalf of the contract made, the laundry equipment manufacturer can charge the hotel either in terms of full payment or in terms of credit purchase. The contribution of both these methods in this context can be justified with reference to the fact that if the purchase can be completed through credit, the financial burden on the hotel is also quite likely to curve down or to get reduced to a substantial extent, in the short-run. However, this will increase the liability of the organization and likewise, may not prove to be a good source of funding in the long run. Nevertheless, through the credit sales opportunity, the hot el and the equipment manufacturer will also get the opportunity of establishing the long-run business relationship with each other. Given the goodwill of the hotel on the basis of its regularity to pay back the credited amount this relationship may yield significant advantages to aid the financial needs of the organization further adding to its financial health. Thus, the purchase technique can also be recognized as a major contributor to generating income for both the business bodies.

Saturday, August 24, 2019

Ipad Research Paper Example | Topics and Well Written Essays - 750 words

Ipad - Research Paper Example oles anchoring what should be viewed as a continuing process with product development, advertising, and promotional efforts providing the necessary fuel to keep the process in play† (Ailloni, 1998). The iPad is getting a lot of exposure, especially in terms of media product placements. The market in which Apple operates is very competitive. There are high entry barriers and a few established competitors offering similar services. Switching costs have been increasing, because many companies are using long-term contracts with harsh penalties against customers who try to switch products. However, this is still an industry in which competition fuels innovation and progress, and many consumers are looking for the â€Å"next big thing.† The iPad is basically a larger version of the iPhone with a more powerful processor, but without phone capabilities. The proposed report will go into more detail concerning the product review’s specificities, its features, and its pros and cons, when there is more textual space allotted to do so. As noted, the market in which Apple operates is very competitive. Currently, it faces stiff competition from Microsoft, Samsung, and other companies. The proposed report will look closely at 3 of Apple’s major competitors, focusing on specific products that are in the same category as the iPad. One objective is to make a link between the iPad and information retrieval, in marketing terms. â€Å"To the extent that the information is made public and transparent, it will make people better informed and able to make better choices. New economy organizations tend to be flat, decentralized, and open to employee initiative† (Kotler, et. al, 2002, p. 4). The establishment of new marketing principles that are not based on rigid Even with increases in communication and technology, Apple shows traditional views about marketing. As Ailloni (1998) states, â€Å"In spite of all the intellectual legerdemain involved in repackaging old terms in

Friday, August 23, 2019

The Solution to the issue Research Paper Example | Topics and Well Written Essays - 1250 words

The Solution to the issue - Research Paper Example The conclusion provides a brief recap of what the solution is and how it has been discussed throughout the paper. Is there a solution to crime? It is a question that can be asked by any concerned citizen. All over the country, people are faced with the likelihood of being the victims of a crime. It does not matter what type of crime, big or small in the judgment of any individual, a crime is a crime. Be it stealing by force from a person, property, killing, or even crimes that infringe on the human rights of any individual like rape. All these are crimes that represent a wide array of the types of crime that are in existence today. With the availability of technology, the current nature of crime has become sophisticated. In addition, the crime fighting agencies have also embraced technology and made the detection and fighting of crime sophisticated too. Hence, it is evident that a complex case scenario is in the offing. A case that brings about some form of intricacy into the whole issue surrounding crime. Nevertheless, correctional facilities offer a place where criminals can be rehabilitated. However, as described in the examination of the biggest issues facing American correctional system, gangs in the correctional facilities and the behavior of the convicted criminals making up these gangs is the greatest issue. Thus, there has to be a way to solve this issue to ensure that the American correctional system gets it right in the rehabilitation of the individuals it has been entrusted with. Persons who have been found dangerous and unfit to live and interact with the rest of the American civil population. What is the solution? The paper seeks to describe a solution to this issue. What makes this the biggest issue in the American correctional system? Research undertaken by Ruddell and Winterdyk (2010) that one the issue of gangs in

Thursday, August 22, 2019

Building a Website Essay Example for Free

Building a Website Essay The information on the internet cannot be retrieved without the use of interface domains called websites. These are the main access portals where a person may be able to acquire information online. There are several basic steps in building a website. Such process will enable a user or an institution to acquire a definite space in cyberspace. According to BuildWebsite4U, there are at least three basic steps in establishing a website. The first of which is the formulation of ideas which will eventually put contents to a web domain. There are no general rules as to what contents are to be used. However, having a good and catchy interface for the visitors will always count to make a website efficient. Upon the identification of the website content, the optimization of the key parts of the website follows. The key phrases and words of a website influence all the mechanisms in leading visitors to the site. These search engine optimization qualities serve as doorways in which people will be able to access the web portal. The next phase in building a website is the establishment of its technical aspects. First, the web design should be constructed in a way that can achieve full exposure to internet surfers. The templates and how the contents are arranged in a page are of utmost importance. Next, a good and well developed HTML codes should be used. These website builder languages serve as the primary tool in executing the template plan of the web design. In case the owner wants to enhance the visual appeal of the website, additional web graphics features can be integrated to the web design using HTML codes. The last segment in constructing a website involves the activation of the address to become a part of a very wide world of cyberspace. This process will start by selecting domain names. Apparently, it is the most important aspect in the entire process of creating a website. A domain name will serve as the address of the website on the internet. A web developer can get these domains by registering to any of the reliable web hosts which can accommodate the files of the web portal. Works Cited BuildWebsite4U. 2002. How to Build a Website. November 14, 2007 http://www.buildwebsite4u.com/building/build-website.shtml.

Wednesday, August 21, 2019

Management Essay Example for Free

Management Essay 1) What forces for change are evident at the Oconomo plant? (5) The forces for change that are evident at the Oconomo plant are the callenges dealing with high labor cost. As a result Lamprey is deciding to lower wages from $16 to $1.60 per hour. Also the union and Oconomo are disagreeing with this new change taking place with the wages. 2) Which of the forces in force-field analysis do you think would be more powerful than the other in this situation? Between the two forces I think the Driving Force would be more powerful than the other in this situation. The greatest force that drives the company to expect change is that it’s operating at a high cost and instead of giving returns it’s giving out loses. As a result, the aim of the company is to make changes so that it can appreciate profits in the future. In additional to there being high cost the thing that needs to be understood is that in order for the company to meet its operations it must realize some of the returns from what it has invested. Having invested in the company the managers and shareholders should expect that the company is going to provide sufficient returns which will be shared and at the same time enable the company to stay in the market. There also exist the risks of the competitors who are in the market currently. For the company to make it in the market, it must change its working conditions so that they fit with the current market situation. Another problem is the workers point of refusing to cooperate. The company is planning to reduce the amount of pay it’s going to provide to its workers with a significant drop. This is a great problem which workers are not ready to accept the desired change of the company. Another force for change is that competitors are in the market and of late they have threatened the company from the services and products that they are providing to the society. Quality is one thing that the company should look at so as to retain its market segment else the upcoming companies will outperform the company. 3) What is the primary type of change needed – changing â€Å"things† or changing the â€Å"people and culture†? The primary change that is appropriate at the moment is changing the people and their culture. The reason as to why changing people and culture is of importance to the company is that having changed people all other things will work accordingly. People’s culture is of importance in the way the company operates simply because if the culture or people fit in the objectives of the company then all other things will be in place. People are the main target of any given business set up. This means that in changing anything that is in respect to the company’s operations then the people and their culture is the initial thing that should be taken into consideration. Another thing is that having changed people’s perception competitors will have no say because you would have drove the attentions of the market to your operations. 4) What do you think is the underlying cause of the union leaders’ resistance to change? Union leaders are resistant to change due to a single reason which the company is reluctant to handle. The reason as to the resistance is that Oconomo plant has plans to provide workers with less wages which they feel they cant live within that budget. Looking at some companies which are emerging, union leaders are not ready to accept the change simply because those companies are giving out wages which are high and the quality of services and products that they have is almost outdoing the one Oconomo plant is providing. Jim has a hard time of convincing union leaders on what should be done. What he is supposed to do is to give union leaders the risk behind getting a new job if they lose the one they have. There are so many people in the town who are looking for job. Also, he should convince them to work as the negotiation is being carried out for a better change. There are benefits that workers get from the company and if they resign, such as medical and insurance benefits, then they will no longer get until they get another job.

Tuesday, August 20, 2019

Defining what health is

Defining what health is Defining what health is Introduction to the Concepts of Health Health is a natural phenomenon and according to (Naidoo and Will, 2009) health has both a negative and a positive meaning. In this assignment, one would begin by defining what health is. Also comparing and contrasting two theories of health using various authors and different cultures. The inequalities of health would also be examined. The two theories that would be used are: Health is an ideal state and Health is a commodity (Seedhouse, 2001). The main author used in reaching my conclusion would be David (Seedhouse, 2006) as well as others. The negative defines health as being free from any disease or illnesses. This explanation has come from western scientific ideas. The positive defines according to the World Health Organisation (1946) a state of complete physical, mental and social well-being, not merely the absence of disease or infirmity. (Naidoo and Will, 2009). Health has different meaning to different individuals, communities and countries. Acquiring the privilege to medical attention when required is a gift that not many countries are fortunate to get at no price. This may contrasts with many west African countries where medical health care is available at a price and not all of its citizens can afford the price due to lack of financial privileges, therefore living them disadvantage to always receiving adequate medical healthcare. There are two variables that determine the effect on health. First is a measure of ill health such as mortality or morbidity and the second are factors such as gender and occupation that might cause a difference in health. (Naidoo and Will, 2009). Health is determined by the factors such as housing, finance, environment; this entire determinant has great impact on our daily lifes. The determinants can also lead to the inequalities in health because as individuals it is often difficult to balance ones social lifestyle, the resources, facilities and ones social status; this can also be a contributor to the inequalities. The Pyramid of Hierarchy developed by (Maslow 1945 cited in Naidoo and Will, 2009) mentions that every individuals desires to be satisfied by all that is included in his pyramid of needs. To acquire the perfect health one needs peace of mind, warmth, love and shelter and social health; this would contribute to how ones health is determined because everything needs to be in sequence. Many might not be fortunate to acquire such and therefore would encounter the basic health problems that can be associated with poverty, unclean water and many other factors. According to (WHO 2001 cited in Tones and Green, 2004) 80,000 of deaths are due to natural causes. This can be a direct result too many becoming disadvantaged by poverty; not having the adequate facility to clean water, membership or access to gym facilities, food or shelter. Commodity in health can mean different things in terms of one ability to have a sound health; buying of health services to benefit ones well being. (Seedhouse, 2009) makes one to understand that health can be bought, given, or can even be sold and it careless can be lost. Health is a natural process which is vital, but illness can take place anytime. Many people are unfortunate to come a family who has defected genes that may have great consequence on how they live their everyday life. In many developed countries people give up their health rights because of the life style they choose to live and this can greatly impact on their health; this could be through smoking or drinking of alcohol or other abusing other substance as they have access to the National health service (NHS) where they can access free healthcare, this contrast to many economically undeveloped countries where they would value and avoid things that would contribute to their health declining as they wont be able to ac cess the same rights as people with free NHS service. Without health we are non-excitant and wont be able to function. Seedhouse 2001 states that commodity is perceived as goods or possessions that can be acquired through cash or gifts or even sold. There are individuals that might be ill or sick, and for them to function effectively they might require to purchase some medication and in some cases under go surgery to provide rapid recovery to their sound health. This now asks what is sound health? One would say that it is an individuals well being with their own independent state of mind and psychical well being. The advantage is being able to have a choice when feeling poorly to purchase goods (medication) that one would hope would provide a feeling of well-being, and the disadvantage is when people are not privileged enough to acquire the same facility because the do not have money. Ideal state looks at the perfect health, the well being of an individual. An individual according to ((Seedhouse, 2006)) needs to be healthy on three levels; these include psychically, emotionally and mentally and when one is free from any pain. It would be difficult for every individual to acquire all this as the feelings of an individual is vital in this theory because only the individual can know what they are feeling this can be mood swings or pain. A person might be psychically unable to move their legs but within themselves are happy and mentally capable of carrying out other daily duties because they are alive and have loving people that can enhance on their emotional and mental state. Ideal state theory links with the commodity theory because it is possible for the individual to buy or be prescribed medication that might aim to provide the ideal health, but because of the outcome of the medication the pain or illness might go away and one would encounter side effects that can affect ones mood or other body parts but individual would be first to notice the problems. These individuals would still regard themselves as having their wellbeing because they are still able bodies and can carry out their daily tasks and routines. The advantage of the ideal health theory is that individuals can purchase the drugs to control their illness that would provide would aim to provide them with good health. Illnesses occur within ones society, the way in which it is handled or managed depends on the societal norm that might be event in the culture. We are born into our culture where we would be introduced to the clothing, food, morals, law of the land and the values that should be followed. Maclachlan 2006 states that culture has many dimensions but that a culture provides one with the guidelines that should be followed. A culture would always change and is never dormant. The changes in many cases can make the lives of individuals better or worse. One would focus on the disadvantages and advantages of disability, one need to recognise this as a social model, varies critically on the society in which their disability, illness or impairments are contextualised. Disability has been for many years said to be a social construct and the societys role is constraining the disabled peoples life, could also be the stigma that has been associated with accessing education, employment or independent housing and the inequality in creating disability (Barton, 1996; Swain et al 1993). Disabled people are socially margined within many societies depending on how the culture embraces them. According to the report carried out by (Spiderstein et al cited in MacLachlan 2006) the disabled living within the Nigerian culture would have the lease chance of sustaining friends with 41 per cent chances, or being capable of carrying out daily duties without being stigmatised against, these would contrast to the individuals who are living within the culture of the USA with the highest chance of 93 per cent as the beliefs or morals that is shared within their culture would be different to that in Nigeria. The individuals limitations (physical or mental); would be the disadvantage within the cultures more than the USA as many would not have the opportunity to express their needs and are cast out. One would argue that if the Nigerian culture embraces the individual or have adequate resources to provide medication the individual might have the feeling of well-being and might even be capable of making their own decision, rather the society make all the decisions for them and by doing so oppresses the disabled individuals. This varies within ones culture because of the resource and support; to have an ideal health may not always is provided depending on one social status, culture or society; the individual might feel that they are mentally capable, but not psychically and would require commodity of finances to might regain their feeling of well being. To conclude on would say that health is hard to define; many have tried for years and have not concluded on the definition for the ideal health, the ideal health would vary depending on the individual, resource and the society. In the society, there are goods (medication, surgery) that can be purchase or performed to enable the ideal health and in some case provide side effect that would bring other health related issues. Commodity and Ideal health interlinks because in many cases one would need the acquire medication, food and being health to have the perfect well-being but every individual is different. In terms of culture and health, it is important to note that this change can have a good or bad effect depending on the societal laws and inequalities in the land. Reference Maclachlan, M. (2006). Culture and Health: A Critical Perspective Towards Global Health 2nd ed. West Sussex: Wiley. Naidoo, J., Wills, J. (2009 ). Foundations for Health Promotion 3rd ed. China: Bailliere Tindall Elsevier. Seedhouse, D. (2006). Health Promotion: Philosophy, Prejudice and Practice. London: Wiley. Seedhouse, D. (2001 ). Health The Foundations for Achievement 2nd ed. London: John Wiley Sons. Tones, K., Green, J. (2004). Health Promotion: Planning and strategies. London: Sage. Bibliography Adams, l., Amos, M., Munro, J. (2002). PROMOTING HEALTH Politics Practice. London: SAGE. Cottrell, S. (2005). Critical Thinking Skills: Developing Effective Analysis ang Argument. Hampshire: plagrave Macmillan. Kiger, A. M., Mitchell, L., Hardy, L. (2004). Teaching for Health 3rd ed. London: Churchill Livingstone. Maclachlan, M. (2006). Culture and Health: A Critical Perspective Towards Global Health 2nd ed. West Sussex: Wiley. Naidoo, J., Wills, J. (2009 ). Foundations for Health Promotion 3rd ed. China: Bailliere Tindall Elsevier. Seedhouse, D. (2006). Health Promotion: Philosophy, Prejudice and Practice. London: Wiley. Seedhouse, D. (2001 ). Health The Foundations for Achievement 2nd ed. London: John Wiley Sons. Tones, K., Green, J. (2004). Health Promotion: Planning and strategies. London: Sage.

Comparing Sir Thomas Mores Utopia and Virgils Aeneid Essay -- Compar

Identity and Power in Sir Thomas More's Utopia and Virgil's Aeneid In Utopia and the Aeneid, Sir Thomas More and Virgil describe the construction and perpetuation of a national identity. In the former, the Utopian state operates on the â€Å"inside† by enforcing, through methods of surveillance, a normalized identity on its citizens under the guise of bettering their lives. In the latter, the depleted national identity of the future Romans in the wake of the Trojan War must reformulate itself from the â€Å"outside† by focusing on defining what it is not. In both instances, the lines between the â€Å"inside† and the â€Å"outside† are clearly drawn and redrawn. The two methodologies are in actuality the flipsides of one another: in clearly defining the accepted national identity and contrasting with it the danger and instability outside this narrow conception, the state is legitimized in doing violence on a massive scale to either eliminate the constructed outside threat or to further the imperialistic project so that th ese lines remain intact and unquestioned. In Utopia, the state imposes a culture of normalization to formulate a national identity that both defines and binds its citizens. The fifty-four towns of the country are virtually identical with the â€Å"same language, laws, customs, and institutions† (More 70). Even the appearances of individuals resemble each other with no distinctions in dress. This imposition of conformity serves to form a singular national identity that is artificial yet prevalent. As a result, the normalization is internalized by the people, becoming a cult of self-surveillance where the uniformity of physical appearances is superceded only by the uniformity of identity. The state succeeds in establishing a panopt... ...te literary Trojan Horse. As the representative work of the entire Western civilization, his work is guaranteed wide dissemination. However, the ambivalence of his literary conventions often traps the unwitting reader and forces him or her to confront the violent undercurrents of Pax Romana. In essence, More and Virgil speak to the dangers of imposing a normative national identity that actually becomes the flipside of a violent imperialist project. More importantly, they open up space for dissent by critiquing the seemingly impenetrable state system from the inside and thus exposing its inherent contradictions precariously built on a foundation of violence. Works Cited Virgil. The Aeneid of Virgil: A Verse Translation. Trans. Rolfe Humphries. Ed. Brian Wilkie. New York: Macmillan, 1987. More, Thomas, Sir. Utopia. Trans. Paul Turner. New York: Penguin, 1965.

Monday, August 19, 2019

US Foreign Policy Essay -- American History, The Cold War

The contemporary foreign policy of the United States represents an evolving continuum of principles, conceptions and strategies that in part, derived from the particularistic American Cold War experience. As such, United States foreign policy is neither a static entity, nor is its intentions or direction uncontested. This essay will examine the underlying issues of identity and how, beginning with the Truman Doctrine, a distinct articulation of the national interest was evinced that has defined America’s role in the world. In doing so, focus will be given to the development of alliance policy, containment and its effect on transforming the US posture in the post-Cold War international order. Firstly, it is pertinent to reconsider the traditional narratives that underpin American identity. Inherent in this is Manifest Destiny, which asserts that Anglo-Saxon American’s are God’s chosen people, with a superior culture and who are pre-ordained to spread civilisation to inferior peoples (Hollander 2009, 169). This tradition offers instructive themes for the formulation of American exceptionalism and its manifestation into a missionary foreign policy (Hoffmann 1968, 369). It also raises to the forefront the Manichean character of American policy, its solipsism and tendency to justify geopolitical objectives in moralistic terms (Lepgold 1995, 372). Thus, US foreign policy is a discourse for reproducing American identity, containing threats to its core principles and legitimating global actions (Campbell 1998, 70). The Cold War era ended America’s historic vacillation between isolationism and internationalism. The Truman Doctrine committed, in part to â€Å"support free peoples who are resisting attempted subjugation by armed minoriti... ... rapidly evolving international system, the US is at the forefront and yet is most threatened by the emerging multipolar order (Zakaria 2009, 43). The contemporary foreign policy of the US reflects an evolution of the policies pursued during the Cold War. Using a combination of ideology, alliances and containment, the US cultivated a global order that defeated the Soviet Union. Having achieved pre-eminence, the signatures of these same philosophies remains embedded in US policy and strategic thinking. Perhaps the best indication of this is the designation of a new ideological enemy in terrorism and its resulting revalidation of Cold War dogma into a modern raison d'État. Most critically, the US is utilising this new calling to consolidate its alliances and contain adversaries in light of the emergence of an increasingly decentralised, multipolar global order.

Sunday, August 18, 2019

The Evolution of Childhood in Europe and America Essay -- Exploratory

The Evolution of Childhood in Europe and America Somewhere around the beginning of the seventeenth century, the perception of the nature of childhood -- its duration, its perceived purpose, its requirements, its quality -- changed rather significantly in the Eurocentric world, a period Valerie Suransky identifies as a watershed for the modern notion of childhood (1982, p. 6). Actually, two things seemed to have happened: first, the idea of childhood as a separate developmental stage began to arise; second, the idea of who was deserving of childhood also began to broaden. The pattern was similar in Europe and America, with some minor variations which resulted from geography, religion, etc., but the differences are inconsequential. Generally speaking, the factors which influenced this change are the view of the nature of humankind, the development of industry, urbanization, parents themselves, and the women's movement. According to Sharar (1990), childhood in Europe during the Middle Ages was a concept pretty much limited to members of the upper-class. Children of the lower-classes generally had a rather extended infancy period -- to about age seven -- but were then, essentially, tossed into the adult world. With the advent of Calvinism, and protestantism in general, in the late 1500s, the focus shifted, perhaps because of the rise of a middle class, perhaps because of the new religion's focus on the individual. In the Protestant view, in which humans were viewed as innately evil, soiled by original sin, children were also considered moral agents, and therefore in need of shaping. Given this idea, it was reasonable to stifle children's natural impulses by physically punishing those impulses, to set them in... ...973). Tools for conviviality. NY: Harper and Row. Platt, Anthony. (1982). The rise of the child-saving movement. In Chris Jenks (Ed.) The sociology of childhood: Essential readings (pp. 151-169). London: Batsfords Academic and Educational Ltd. Rose, Lionel. (1991). The Erosion of childhood. NY: Routledge. Sharar, Shulamith. (1990). Childhood in the middle ages. London: Routledge. Strickland, Charles. (1984). The Rise and fall of modern American childhood: Reflections on the history of childhood in the twentieth century. Atlanta, GA: Emory University, Department of History. (ERIC Document Reproduction Service No. ED248977) Suransky, Valerie. (1982). The erosion of childhood. Chicago: University of Chicago Press. Welter, Barbara. (1966). The cult of true womanhood: 1820-1860. The American Quarterly, 18. 151-174.

Saturday, August 17, 2019

Retail Management in Big Bazaar

A PROJECT REPORT ON Youth alcohol usage PREPARED BY:- Albina saifee, roll no 37 TY. BA ACADEMIC YEAR 2011-12 UNIVERSITY OF MUMBAI ROYAL COLLEGE OF ART’S, SCIENCE, COMMERCE MIRA ROAD(EAST) Youth alcohol usage preface Alcohol consumption by young people has a profound effect on our nation, our communities, our families, and our children. Alcohol use by teens is related to traffic crashes, crime, teenage pregnancies, sexually transmitted diseases, suicides, drownings, and poor performance in school.Teenage drinking also has a direct economic effect on our communities; the costs of law enforcement, health care, education, treatment, and other services increase as resources are diverted to attend to the painful and often tragic consequences of teenage drinking. What can be done? In recent years many organizations have attempted to identify innovative and effective methods to reduce underage drinking. Some approaches have focused on educating young people about the dangers of drinki ng and equipping them with the knowledge and skills to make responsible choices.Other approaches have tried to strengthen the relationships young people have with family, peers, teachers and others. Still others have focused on the array of adult institutions that manufacture, distribute, sell, provide, market, promote, and regulate alcohol. No single approach will entirely solve the problem. But each approach, wisely implemented and used in combination with other promising strategies, may reduce the scope of the problem and limit the damage to America’s next generation.Current research shows that effective and regular compliance checks helps decrease alcohol sales to minors; helps reduce underage drinking; helps reduce traffic crashes, violence, and other health problems associated with alcohol; and helps build healthier and safer communities. This manual is designed for public officials, law enforcement officers, and alcohol-regulation agents as a practical guide for develo ping and implementing a compliance check system for establishments that sell or serve alcohol.Extensive research in recent years indicates that while many alcohol establishments act responsibly in refusing sales to underage buyers, a significant number of establishments continue to sell to people under the legal drinking age of 21. index 1. Introduction 2. Alcoholism Its Usage And Definition 3. What Is Alcoholism 4. Characteristics 5. Effects 6. Problems 7. Treatment 8. Measures 9. Conclusion Introduction Alcohol has been used for centuries in social, medical, cultural, and religious settings. Most Americans believe alcohol can be used responsibly by adults for social and religious purposes.However, alcohol can also be used to excess resulting in health, social, legal, and other problems. Students may receive conflicting messages about alcohol from the news media, school, their friends, and their parents. On the one hand, they hear that moderate alcohol use is acceptable, and in som e instances may actually be good for your health; on the other hand, they are told that alcohol is a drug that requires abstinence until age 21. In addition, advertisements and media images often present alcohol as a means to success and an enjoyable life.These conflicting messages, combined with misunderstandings and misinformation, do not help students make responsible decisions about alcohol use. Statistics indicate that many adolescents begin consuming alcohol at an early age. In 1997, 26 percent of eighth graders, 40 percent of 10th graders, and 51 percent of 12th graders reported consuming alcohol within the month prior to the survey. 43 In addition, 16 percent of eighth graders reported binge drinking within the two weeks leading up to the survey. The effects of adolescent drinking involve both health- and safety-related problems, including auto crashes, domestic violence, and suicide.Alcohol abuse among teenagers may also be related to behavioral problems linked to impulsive ness and sensation seeking. 55 Youth alcohol-use data indicate that the earlier an individual begins drinking, the greater his or her risk of developing alcohol-use problems in the future. Individuals who begin drinking before age 15 are four times more likely to develop alcohol dependence during their lifetimes than are those who begin drinking at age â€Å"The earlier an individual begins drinking, the greater his or her risk of developing alcohol-related problems in the future. Dr. Enoch Gordis, former Director of the National Institute on Alcohol Abuse and Alcoholism (NIAAA), has written, â€Å"Although alcohol is sometimes referred to as a ‘gateway drug’ for youth because its use often precedes the use of other illicit substances, this terminology is counterproductive; youth drinking requires significant attention, not because of what it leads to, but because of the extensive human and economic impact of alcohol use by this vulnerable population. 43 The purpose o f this supplement is to present students with the opportunity to learn about the science underlying the effects of alcohol on human biology and behavior through a series of f alcohol on human biology and behavior through a series of inquiry-based classroom lessons. Young people are natural scientists. They have a curiosity about the world around them and about themselves as individuals. Since they have little in the way of life experiences, many young people tend to view themselves as nearly invincible.Consequently, when adults caution them against engaging in risky behaviors such as drinking alcohol, some don’t listen. They feel that such warnings aren’t for them and apply only to those less grown up than themselves. The aim of this supplement is to give students the opportunity to construct their own understanding about alcohol and its attendant risks. In addition, the inquiry-based lessons are designed to help students hone their critical-thinking skills. With enhan ced understanding and skills, they will be better prepared to make informed decisions about real-life situations involving alcohol use.Alcohol Use, Abuse, and Alcoholism: Definitions †Any alcohol use by underage youth is considered to be alcohol abuse. † In any discussion of alcohol use, it is crucial to begin with a clear understanding of terms. For the purposes of this module, we define alcohol use by adults as the consumption of alcohol for social or religious purposes without demonstrating the characteristics of alcohol abuse or alcoholism Alcohol abuse is defined as the continued use of alcohol despite the development of social, legal, or health problems.It is important to note that any alcohol use by underage youth is considered to be alcohol abuse. What is alcoholism? As defined by the Diagnostic and Statistical Manual of Mental Disorders, alcoholism (alcohol dependence) is a negative pattern of alcohol use leading to a number of problems, which may include needin g more alcohol to get intoxicated (tolerance), difficulties that occur when the effects of alcohol wear off (withdrawal), using more alcohol or for longer time than intended, and other life problems because of the use of alcohol. Five stages of alcohol and drug use have been identified.The first stage is described as access to alcohol rather than use of alcohol, tobacco, inhalants, or other drugs. In that stage, minimizing the risk factors that make a teenager more vulnerable to using alcohol are an issue. The second stage of alcohol and other drug use ranges from experimentation or occasional use to regular weekly use of alcohol, tobacco, inhalants, or other drugs. The third stage is characterized by youths further increasing the frequency of alcohol use and/or using alcohol and other drugs on a regular basis. This stage may also include the teenager either buying drugs or stealing to get drugs.In the fourth stage of alcohol and drug use, adolescents have established regular usage, have become preoccupied with getting intoxicated (â€Å"high†) and have developed problems in their social, educational, vocational, or family life as a result of using the substance. The final and most serious fifth stage of alcohol or other drug use is defined by the youth only feeling normal when they are using. During this stage, risk-taking behaviors like stealing, engaging in physical fights, or driving while intoxicated increase, and they become most vulnerable to having suicidal thoughtsCharacteristics of Alcohol| * failing to fulfill major work, school, or home responsibilities | * drinking in situations that are potentially dangerous, such as driving a car or operating heavy machinery * psychiatric disorders such as attention deficit hyperactivity disorder and depression | * family environments with favorable attitudes about drinking and lack of support | * acceptance of drinking by peers | * child abuse and trauma | How much alcohol do teens use? Alcohol is the mo st frequently used drug by teenagers in the United States.About half of junior high and senior high school students drink alcohol on a monthly basis, and 14% of teens have been intoxicated at least once in the past year. Nearly 8% of teens who drink say they drink at least five or more alcoholic drinks in a row (binge drink). dangerous effects of alcohol use on teens. Just a few of the many dangerous effects of alcohol use in teens include the following: * Alcohol decreases teens' ability to pay attention. * Teens who have experienced alcohol withdrawal tend to have difficulties with memory. * In contrast to adults, teens tend to abuse alcohol with other substances, usually marijuana. Male teens who drink heavily tend to complete fewer years of education compared to male teens who do not. * The younger a person is when they begin drinking, the more likely they are to develop a problem with alcohol. * Each year, almost 2,000 people under the age of 21 years die in car crashes in whic h underage drinking is involved. Alcohol is involved in nearly half of all violent deaths involving teens. * More than three times the number of eighth-grade girls who drink heavily said they have attempted suicide compared to girls in that grade who do not drink. Intoxication is associated with suicide attempts using more lethal methods, and positive blood alcohol levels are often found in people who complete suicide. * Teens who drink are more likely to engage in sexual activity, have unprotected sex, have sex with a stranger, or be the victim or perpetrator of a sexual assault. * Excess alcohol use can cause or mask other emotional problems, like anxiety or depression. * Drinking in excess can lead to the use of other drugs, like marijuana, cocaine, or heroin. causes and risk factors of teen alcoholism?Family risk factors for teenagers developing drinking problems include low levels of parent supervision or communication, family conflicts, inconsistent or severe parental discipli ne, and a family history of alcohol or drug abuse. Individual risk factors include problems managing impulses, emotional instability, thrill-seeking behaviors, and perceiving the risk of using alcohol to be low. Girls who drink, as well as teens who begin drinking prior to 14 years of age and those whose mothers have drinking problems, are more likely to develop alcoholism.Teen risk factors for alcoholism differ a bit between the 14- to 16-year-old and 16- to 18-year-old age groups, in that 16- to 18-year-olds tend to be less likely to drink in excess when they have a close relationship with their mothers. Consequences of Adolescent Alcohol UseDrinking and Driving. Of the nearly 8,000 drivers ages 15-20 involved in fatal crashes in 1995, 20 percent had blood alcohol concentrations above zero (58). For more information about young drivers' increased crash risk and the factors that contribute to this risk, see Alcohol Alert No. 1: Drinking and Driving (59). Sexual Behavior. Surveys of adolescents suggest that alcohol use is associated with risky sexual behavior and increased vulnerability to coercive sexual activity. Among adolescents surveyed in New Zealand, alcohol misuse was significantly associated with unprotected intercourse and sexual activity before age 16 (60). Forty-four percent of sexually active Massachusetts teenagers said they were more likely to have sexual intercourse if they had been drinking, and 17 percent said they were less likely to use condoms after drinking (61).Risky Behavior and Victimization. Survey results from a nationally representative sample of 8th and 10th graders indicated that alcohol use was significantly associated with both risky behavior and victimization and that this relationship was strongest among the 8th-grade males, compared with other students (62). Puberty and Bone Growth. High doses of alcohol have been found to delay puberty in female (63) and male rats (64), and large quantities of alcohol consumed by young rats can slow bone growth and result in weaker bones (65).However, the implications of these findings for young people are not clear. Prevention of Adolescent Alcohol Use Measures to prevent adolescent alcohol use include policy interventions and community and educational programs. Alcohol Alert No. 34: Preventing Alcohol Abuse and Related Problems (66) covers these topics in detail. See the NationalfInjury and Social Consequences Underage alcohol use is more likely to kill young people than all illegal drugs combined (5,6). Some of the most serious and widespread alcohol–related problems among adolescents are discussed below.Drinking and Driving. Motor vehicle crashes are the leading cause of death among youth ages 15 to 20 (8). Adolescents already are at increased risk through their relative lack of driving experience (9), and drivers younger than 21 are more susceptible than older drivers to the alcohol–induced impairment of driving skills (4,9). The rate of fatal crashe s among alcohol–involved drivers between 16 and 20 years old is more than twice the rate for alcohol–involved drivers 21 and older (10).Suicide. Alcohol use interacts with conditions such as depression and stress to contribute to suicide, the third leading cause of death among people between the ages of 14 and 25 (11,12). In one study, 37 percent of eighth grade females who drank heavily reported  attempting suicide, compared with 11 percent who did not drink (13). Sexual Assault. Sexual assault, including rape, occurs most commonly among women in late adolescence and early adulthood, usually within the context of a date (14).In one survey, approximately 10 percent of female high school students reported having been raped (5). Research suggests that alcohol use by the offender, the victim, or both, increases the likelihood  of sexual assault by a male acquaintance (15). High–Risk Sex. Research has associated adolescent alcohol use with high–risk sex ( for example, having multiple sexual partners and failing to use condoms). The consequences of high–risk sex also are common in this age group, particularly unwanted pregnancy and sexually transmitted diseases, including HIV/AIDS (5).According to a recent study, the link between high–risk sex and drinking is affected by the quantity of alcohol consumed. The probability of sexual intercourse is increased by drinking amounts of alcohol sufficient to impair judgment, but decreased by drinking heavier amounts that result in feelings of nausea, passing out, or mental confusion (16). Alcohol’s Effects on the Brain Adolescence is the transition between childhood and adulthood. During this time, significant changes occur in the body, including rapid hormonal alterations and the formation of new networks in the brain .Adolescence is also a time of trying new experiences and activities that emphasize socializing with peers, and conforming to peer–group standards . T hese new activities may place young people at particular risk for initiating and continuing alcohol consumption. Exposing the brain to alcohol during this period may interrupt key processes of brain development, possibly leading to mild cognitive impairment as well as to further escalation of drinking. Subtle alcohol–induced adolescent learning impairments could affect academic and occupational achievement .In one study, Brown and colleagues evaluated short–term memory skills in alcohol–dependent and nondependent adolescents ages 15 to 16. The alcohol–dependent youth had greater difficulty remembering words and simple geometric designs after a 10–minute interval. In this and similar studies memory problems were most common among adolescents in treatment who had experienced alcohol withdrawal symptoms . The emergence of withdrawal symptoms generally indicates an established pattern of heavy drinking.Their appearance at a young age underscores the ne ed for early intervention to prevent and treat underage drinking. Although the prevalence of high–risk drinking declines after early adulthood , alcohol–induced brain damage may persist. Memory impairment has been found in adult rats exposed to alcohol during adolescence . In addition, sophisticated imaging techniques revealed structural differences in the brains of 17–year–old adolescents who displayed alcohol–induced intellectual and behavioral impairment.Specifically, the hippocampus—a part of the brain important for learning and memory—was smaller in alcohol–dependent study participants  than it was in nondependent participants . Adolescents who began drinking at an earlier age had proportionately smaller hippocampal volumes compared with those who began later , suggesting that the differences in size were alcohol induced. Alcohol Alert From NIAAA Despite a minimum legal drinking age of 21, many young people in the United States consume alcohol. Some abuse alcohol by drinking frequently or by binge drinking–often defined as having five or more drinks* in a row.A minority of youth may meet the Diagnostic and Statistical Manual of Mental Disorders, Fourth Edition (DSM-IV) criteria for alcohol dependence (1,2). The progression of drinking from use to abuse to dependence is associated with biological and psychosocial factors. This Alcohol Alert examines some of these factors that put youth at risk for drinking and for alcohol-related problems and considers some of the consequences of their drinking. Prevalence of Youth Drinking Thirteen- to fifteen-year-olds are at high risk to begin drinking (3).According to results of an annual survey of students in 8th, 10th, and 12th grades, 26 percent of 8th graders, 40 percent of 10th graders, and 51 percent of 12th graders reported drinking alcohol within the past month (4). Binge drinking at least once during the 2 weeks before the survey was reported by 16 percent of 8th graders, 25 percent of 10th graders, and 30 percent of 12th graders. Males report higher rates of daily drinking and binge drinking than females, but these differences are diminishing (3).White students report the highest levels of drinking, blacks report the lowest, and Hispanics fall between the two (3). A survey focusing on the alcohol-related problems experienced by 4,390 high school seniors and dropouts found that within the preceding year, approximately 80 percent reported either getting â€Å"drunk,† binge drinking, or drinking and driving. More than half said that drinking had caused them to feel sick, miss school or work, get arrested, or have a car crash (5). Some adolescents who drink later abuse alcohol and may develop alcoholism.Although these conditions are defined for adults in the DSM, research suggests that separate diagnostic criteria may be needed for youth (6). Drinking and Adolescent Development While drinking may be a singular problem b ehavior for some, research suggests that for others it may be an expression of general adolescent turmoil that includes other problem behaviors and that these behaviors are linked to unconventionality, impulsiveness, and sensation seeking (7-11). Binge drinking, often beginning around age 13, tends to increase during adolescence, peak in young adulthood (ages 18-22), then gradually decrease.In a 1994 national survey, binge drinking was reported by 28 percent of high school seniors, 41 percent of 21- to 22-year-olds, but only 25 percent of 31- to 32-year-olds (3,12). Individuals who increase their binge drinking from age 18 to 24 and those who consistently binge drink at least once a week during this period may have problems attaining the goals typical of the transition from adolescence to young adulthood (e. g. , marriage, educational attainment, employment, and financial independence) (13). Risk Factors for Adolescent Alcohol Use, Abuse, and Dependence Genetic Risk Factors.Animal s tudies (14) and studies of twins and adoptees demonstrate that genetic factors influence an individual's vulnerability to alcoholism (15,16). Children of alcoholics are significantly more likely than children of nonalcoholics to initiate drinking during adolescence (17) and to develop alcoholism (18), but the relative influences of environment and genetics have not been determined and vary among people. Biological Markers. Brain waves elicited in response to specific stimuli (e. g. , a light or sound) provide measures of brain activity that predict risk for alcoholism.P300, a wave that occurs about 300 milliseconds after a stimulus, is most frequently used in this research. A low P300 amplitude has been demonstrated in individuals with increased risk for alcoholism, especially sons of alcoholic fathers (19,20). P300 measures among 36 preadolescent boys were able to predict alcohol and other drug (AOD) use 4 years later, at an average age of 16 (21). Childhood Behavior. Children clas sified as â€Å"undercontrolled† (i. e. , impulsive, restless, and distractible) at age 3 were twice as likely as those who were â€Å"inhibited† or â€Å"well-adjusted† to be diagnosed with alcohol dependence at age 21 (22).Aggressiveness in children as young as ages 5-10 has been found to predict AOD use in adolescence (23,24). Childhood antisocial behavior is associated with alcohol-related problems in adolescence (24-27) and alcohol abuse or dependence in adulthood (28,29). Psychiatric Disorders. Among 12- to 16-year-olds, regular alcohol use has been significantly associated with conduct disorder; in one study, adolescents who reported higher levels of drinking were more likely to have conduct disorder (30,31).Six-year-old to seventeen-year-old boys with attention deficit hyperactivity disorder (ADHD) who were also found to have weak social relationships had significantly higher rates of alcohol abuse and dependence 4 years later, compared with ADHD boys wi thout social deficiencies and boys without ADHD (32). Whether anxiety and depression lead to or are consequences of alcohol abuse is unresolved. In a study of college freshmen, a DSM-III diagnosis of alcohol abuse or dependence was twice as likely among those with anxiety disorder as those without this disorder .In another study, college students diagnosed with alcohol abuse were almost four times as likely as students without alcohol abuse to have a major depressive disorder . In most of these cases, depression preceded alcohol abuse. In a study of adolescents in residential treatment for AOD dependence, 25 percent met the DSM-III-R criteria for depression, three times the rate reported for controls. In 43 percent of these cases, the onset of AOD dependence preceded the depression; in 35 percent, the depression occurred first; and in 22 percent, the disorders occurred simultaneously . Suicidal Behavior.Alcohol use among adolescents has been associated with considering, planning, at tempting, and completing suicide . In one study, 37 percent of eighth-grade females who drank heavily reported attempting suicide, compared with 11 percent who did not drink . Research does not indicate whether drinking causes suicidal behavior, only that the two behaviors are correlated. Psychosocial Risk Factors Parenting, Family Environment, and Peers. Parents' drinking behavior and favorable attitudes about drinking have been positively associated with adolescents' initiating and continuing drinking.Early initiation of drinking has been identified as an important risk factor for later alcohol-related problems . Children who were warned about alcohol by their parents and children who reported being closer to their parents were less likely to start drinking . Lack of parental support, monitoring, and communication have been significantly related to frequency of drinking , heavy drinking, and drunkenness among adolescents . Harsh, inconsistent discipline and hostility or rejection toward children have also been found to significantly predict adolescent drinking and alcohol-related problems .Peer drinking and peer acceptance of drinking have been associated with adolescent drinking . While both peer influences and parental influences are important, their relative impact on adolescent drinking is unclear. Expectancies. Positive alcohol-related expectancies have been identified as risk factors for adolescent drinking. Positive expectancies about alcohol have been found to increase with age (50) and to predict the onset of drinking and problem drinking among adolescents (51-53). Trauma. Child abuse and other traumas have been proposed as risk factors for subsequent alcohol problems.Adolescents in treatment for alcohol abuse or dependence reported higher rates of physical abuse, sexual abuse, violent victimization, witnessing violence, and other traumas compared with controls (54). The adolescents in treatment were at least 6 times more likely than controls to hav e ever been abused physically and at least 18 times more likely to have ever been abused sexually. In most cases, the physical or sexual abuse preceded the alcohol use. Thirteen percent of the alcohol dependent adolescents had experienced posttraumatic stress disorder, compared with 10 percent of those who abused alcohol and 1 percent of controls.Advertising. Research on the effects of alcohol advertising on adolescent alcohol-related beliefs and behaviors has been limited . While earlier studies measured the effects of exposure to advertising , more recent research has assessed the effects of alcohol advertising awareness on intentions to drink. In a study of fifth- and sixth-grade students' awareness, measured by the ability to identify products in commercials with the product name blocked out, awareness had a small but statistically significant relationship to positive expectancies about alcohol and to intention to drink as adults .This suggests that alcohol advertising may influ ence adolescents to be more favorably predisposed to drinking . symptoms and signs of alcohol intoxicationSigns that indicate a person is intoxicated include the smell of alcohol on their breath or skin, glazed or bloodshot eyes, the person being unusually passive or argumentative, and/or deterioration in the person's appearance or hygiene.Other symptoms of intoxication include flushed skin and memory lossSome of the most common symptoms of alcoho l abuse in teenagers include lying, making excuses, breaking curfew, staying in their room, becoming verbally or physically abusive toward others, having items in their possession that are connected to alcohol use (paraphernalia), the smell of alcohol on their breath or body, mood swings, stealing, and changes in friends. The Link Between Early Alcohol Use and Alcohol Dependence Early alcohol use may have long–lasting consequences.People who begin drinking before age 15 are four times more likely to develop alcohol dependence at som e time in their lives compared with those who have their first drink at age 20 or older . It is not clear whether starting to drink at an early age actually causes alcoholism or whether it simply indicates an existing vulnerability to alcohol use disorders . For example, both early drinking and alcoholism have been linked to personality characteristics such as strong tendencies to act impulsively and to seek out new experiences and sensations .Some evidence indicates that genetic factors may contribute to the relationship between early drinking and subsequent alcoholism . Environmental factors may also be involved, especially in alcoholic families, where children may start drinking earlier because of easier access to alcohol in the home, family acceptance of drinking, and lack of parental monitoring . Prevention and Treatment The immediate and long–term risks associated with adolescent alcohol use underscore the need for effective prevention and treatment programs.Research on the personal, social, and environmental factors that contribute to the initiation and escalation of drinking is essential for the development of such programs. It should be noted that preventing  and identifying alcohol use disorders in youth require different screening, assessment, and treatment approaches than those used for adults. For example, although relapse rates following alcoholism treatment are similar for both adults and adolescents, social factors such as peer pressure play a much larger role in relapse among adolescents .Personal factors such as childhood behavior problems or a family history of alcohol use disorders can help to identify high–risk youth and may suggest direction for interventions. Evidence suggests that the most reliable predictor of a youth’s drinking behavior is the drinking  behavior of his or her friends . Many research–based interventions target the child’s relevant behavioral skills, such as his or her ability to r eact appropriately to peer pressure to drink, as well as his or her knowledge, attitudes, and intentions regarding alcohol use .Positive beliefs about alcohol’s effects and the social acceptability of drinking encourage the adolescent to begin and continue drinking. However, youth often overestimate how much their peers drink and how positive their peers’ attitudes are toward drinking. Consequently, most prevention programs include social norms education, which uses survey data to counter students’ misperceptions of their peers’ drinking practices and attitudes about alcohol .Family factors, such as parent–child relationships, discipline methods, communication, monitoring and supervision, and parental involvement, also exert a significant influence on youthful alcohol use . Accordingly, family–based prevention programs for youth have been developed—for example, Iowa’s Strengthening Families Program, which significantly delayed initiation of alcohol use by improving parenting skills and family bonding . The beneficial effects of this program on student alcohol involvement were still evident 4 years after the intervention . Some school–based programs are aimed at adolescents who have already begun drinking.Preliminary research also has found promise in high school–based motivational programs that encourage self–change in problem drinkers (30). Policy and Community StrategiesAnother important factor in underage drinking is availability, that is, the degree of effort required to obtain alcohol, as determined by geographic, economic, and social factors (40,35). Consequently, interventions aimed at the individual must be supplemented by policy changes to help reduce youth access to alcohol and decrease the harmful consequences of established drinking (35).For example, raising the minimum legal drinking age in all States to 21 saved an estimated 20,000 lives between 1975 and 2000 (8). In add ition, all States now have zero–tolerance laws, which set the legal blood alcohol limit for drivers younger than age 21 at 0. 00 or 0. 02 percent (41). This policy has been associated with a 20–percent decline in the proportion of single–vehicle, nighttime fatal crashes among drivers younger than age 21 (42,43). The drinking and driving laws described above were implemented in the absence of an accompanying increase in existing law enforcement levels.The effectiveness of such measures is enhanced by integrating them into community–based strategies that involve the cooperation of local government agencies, the law enforcement community, business leaders,  and grassroots organizations (35). Communities Mobilizing for Change on Alcohol (CMCA) is an example of a community–wide program that focused on policy changes to reduce youth access to commercial and social sources of alcohol (44,35). Communities that adopted the program experienced significantl y fewer arrests for drinking and driving among youth ages 18 to 20 than did neighboring communities (45).Comprehensive Interventions. Project Northland is an example of a successful comprehensive intervention that incorporated family, school, and community components to prevent or reduce alcohol use among adolescents. To determine the program’s effectiveness, researchers began testing the students in grade six; and, after 3 years, the prevalence of alcohol use by eighth graders was lower in intervention communities than in comparison sites, and especially among students who had not yet started drinking when the program began (46).During the next 2 years, interventions were only minimal, and the differences in the measures of alcohol use between the two groups of students disappeared. However, resumption of Project Northland activities in grades 11 and 12 had a significant positive effect on the students’ tendency to avoid alcohol use and binge drinking. Taken together, these results show the effectiveness of continued, age–appropriate prevention activities for delaying or reducing underage drinking (47).Underage Drinking—A Commentary by NIAAA Director Ting–Kai Li, M. D. The immediate and long–term risks associated with adolescent alcohol use underscore the need for effective prevention and treatment programs. Research toward those ends is a top priority at NIAAA. Studies have revealed genetic, biologic, developmental, and environmental influences on underage drinking. Scientists have found that variability is a crucial aspect of alcohol problems across all age groups and thus is a key consideration in alcohol research.For example, there is a three– to fourfold between–individual variation in the rate of absorption, distribution, and elimination of alcohol (pharmacokinetics) and a two– to threefold between–individual variation in the sensitivity of the brain to the effects of a given concentr ation of alcohol (pharmacodynamics). Understanding the underlying causes of this variability, both genetic and nongenetic, should provide insights into underage drinking and binge–drinking patterns.Through prevention and intervention strategies directed at the individual, family, school, and community, we aim to provide knowledge and change belief systems and social norms to reinforce the message that underage alcohol use is unacceptable. We also aim to enhance young peoples’ self–esteem, self–motivation, and identity formation to enable them to take responsibility for their own health by making informed, deliberate, and healthy choices regarding alcohol use.Various intervention tools have brought about positive behavioral change with regard to underage drinking. Further studies will follow cohorts of young people from childhood through the college years, at different locations and in different settings, to determine  whether these interventions are end uring and broadly applicable. Finding lasting solutions to such an entrenched problem will not be easy, but we are confident that diligent research efforts will meet this urgent challenge. Alcohol and the Family * Alcoholism is a disease of the family.Not only is there a significant genetic component that is passed from generation to generation, but the drinking problems of a single family member affect all other family members. The family environment and genetics can perpetuate a vicious and destructive cycle. * Many marriages break up over a husband’s or wife’s drinking. Domestic violence typically erupts when one or both spouses have been drinking, and drinking makes domestic violence more dangerous. * Families play a critical role in recovery from alcoholism. They can be instrumental in encouraging a family member with alcoholism to seek treatment.Strong family support also increases the chances for successful recovery. Alcoholism and Problem Drinking Pervasive in Family Life * More than half of adults have a close family member who has had alcoholism or is still dealing with alcoholism. * Approximately one in four children younger than 18 is exposed to alcoholism or problem drinking in the family. A Factor in Many Serious Family Problems * Separated and divorced men and women are three times as likely to say their spouse was alcoholic or had a drinking problem than men and women who are still married. Some 75 percent of husbands or wives who abuse their spouses have been drinking prior to or at the time of the abuse. * Women who have heavy drinking husbands or partners are at higher risk for developing their own drinking problems. * Each year between 1,200 and 8,800 babies are born with the physical signs and intellectual disabilities associated with fetal alcohol syndrome (FAS), and thousands more experience the somewhat lesser disabilities of fetal alcohol effects. FAS is the leading preventable cause of mental retardation in the United St ates. Children of alcoholics are at high risk for developing problems with alcohol and other drugs; they often do poorly at school, live with pervasive tension and stress, have high levels of anxiety and depression and experience coping problems. Underage Drinking Challenges American Youth * First use of alcohol typically begins around age 13. By their senior year, 64 percent of high school students say they have been drunk at least once; 33 percent say they have been drunk in the past month. Among teenagers between the ages of 12 and 17 who say they drink heavily (five or more drinks on five or more occasions in the past month); 77 percent had at least one serious problem related to drinking in the past year; 63 percent had built up tolerance to the effects of alcohol; 20 percent reported psychological problems related to their drinking; 12 percent reported health problems related to their drinking. * Teenagers who drink heavily are more likely to cut class or skip school, perform poorly in school, take sexual risks, and commit suicide.Heavy drinking increases the likelihood of delinquent and violent behavior including running away from home, fighting, vandalizing property, stealing and getting arrested. * Visit the Alcohol Cost Calculator for Kids1 to find out more about serious alcohol problems among youth. Attitudes in the Home Influence Youth Drinking * Even in families where alcoholism isn’t present, permissive attitudes about alcohol can have a profound impact on youth. Though far more kids drink than use illicit rugs, parents are more likely to excuse getting drunk as a â€Å"rite of passage. † Unless a car is involved, some just don’t take it seriously. * Parents who drink and who have favorable attitudes about alcohol encourage children to start drinking and to keep drinking. * Drinking by older siblings can influence the alcohol use of younger siblings, particularly for same-sex siblings. Teens' Serious Alcohol Problems Recent s tudies agree: most young people experiment with alcohol.By the time they are seniors in high school, 58 percent report they have been drunk 1 even though they can't drink legally until they are 21. Their drinking typically accelerates when they go away to college where 40 percent of students say that they binge on alcohol (for young men this means drinking five or more drinks in a row; for young women, four or more drinks in a row). 2Most of the young people who get drunk or binge gradually outgrow this dangerous behavior as they become adults with jobs and family responsibilities.If they're lucky, they may simply miss a class or two because of a hangover. Others experience more serious problems that alter their lives in significant ways: premature death, injury, smoking and using illicit drugs, academic failure, arrest, unplanned pregnancy and sexually transmitted disease all are associated with drinking among young people. Some 3 million young Americans will develop an serious alc ohol problem that will significantly increase their risk for experiencing one of these life altering problems.According to the federal government, compared to their peers without an alcohol drug use disorder, young people with drinking problems: * require emergency room medical care 47 percent more often * miss two more weeks of school * are 10 times more likely to be diagnosed with another drug use disorder * are 10 times more likely to drive under the influence of alcohol and/or other drugs * are four times more likely to be arrested or booked for breaking the law * are two and a half times as likely to run away or sleep on the streets Alcohol Interferes With Maturation As serious as these problems are — for the individuals who experience them and for their families and communities — they fail to convey how alcohol problems interfere with young people's bodies and minds, which haven't yet had a chance to fully mature. erious alcohol problems stunt emotional developme nt by masking the stress and anxiety that can be a normal part of adolescence, robbing young people of the opportunity to develop the coping skills they will need to succeed later in life. In short, even if they escape serious physical harm, alcohol problems prevent young people from achieving their full potential as adults in ways that aren't easily quantified. Young people with serious alcohol problems — many of whom also have mental health disorders that make their drinking and other drug use much more problematic — are among the most vulnerable in our society. They need treatment. But the vast majority — 83 percent, on average — isn't getting it, and among those who do, only 25 percent get enough. The benefits of treatment for young people, as well as society, are enormous. Recent clinical research proves that effective treatment developed specifically for adolescents can help them get their lives back on track through: * considerable reductions in th eir use of alcohol and marijuana one year after treatment * significantly fewer problems associated with their drinking and other drug use * less criminal activity * improved school performance, including better grades and attendance * healthier psychological outcomes, including higher self-esteem, decreased hostility and fewer suicidal thoughts What Are Serious Alcohol Problems? lcohol poisoningAlcohol poisoning is the potentially fatal result of drinking excessive amounts of alcohol in a short period of time. It is caused by alcohol slowing down the body's functions (for example, breathing, heart rate, and gag reflex), thereby potentially leading to choking, coma, stopped breathing, stopped heart, and death. Treatment involves getting the person to the hospital immediately so he or she can be closely watched by medical professionals, given oxygen and fluids, and so that other measures can be taken in order to prevent choking, as well as stopped breathing or heartbeatSerious alcoho l problems fall into two categories: alcohol dependence and alcohol abuse. Together, these behaviors are known among experts as alcohol use disorders.The American Psychiatric Association (APA) publishes standardized criteria for diagnosing each of these conditions according to the presence of certain symptoms. This calculator uses these criteria2 to estimate how many young people in the U. S. need treatment. However, the APA developed these criteria for adults, not adolescents, which means they may miss many young people who would benefit from an intervention of some kind. Though serious alcohol problems can develop within a year or two after a young person has begun drinking,4 alcohol-related medical problems and withdrawal syndrome, which take years to develop, are symptoms that are much more likely to be found among adults.Nor do these criteria address factors unique to young people, whose bodies and minds continue to undergo profound changes throughout adolescence. As a result, some researchers have suggested that serious alcohol problems should be assessed more broadly among young people to permit earlier and more targeted interventions along a continuum3 facilitated by more widespread use of screening. These assessments would be multidimensional and take a number of other factors into consideration, including: Age Example: A 13-year-old who is binge drinking and smoking marijuana probably signals a more immediate need for intervention than an 18-year-old whose similar behavior, while dangerous and illegal, may be more typical of his age group.The amount, frequency and context of alcohol and other drug use Example: Any young person who drinks every day before going to school or during the school day. The seriousness and nature of the problems being experienced by a young person Example: A young person who fails a grade, runs away from home or comes into contact with the juvenile justice system. The presence of a mental health problem(see following section )A family history of addiction Example: Having a parent with an alcohol use disorder greatly increases the chances that an individual will develop one at some point in their life. Researchers have established that the risk for developing an alcohol use disorder is approximately 50 to 60 percent genetic. Who Is at Risk?Researchers estimate that people who begin drinking before the age of 15 are four times more likely to develop an serious alcohol problem later in life than those who wait until they are 21. 5 Less well understood, however, is the issue of who will develop an alcohol problem while they are still in adolescence, although scientists have identified several risk factors. Many young people with alcohol problems also have a mental health, or co-occurring, disorder. According to the American Academy of Pediatrics, estimates range from 41 to 65 percent. 6 As a result, these young people are at especially high risk for two of the most serious problems associated with drinking during adolescence: violence and suicide. Children with conduct disorders — also known as antisocial disorders and characterized by rule-breaking behavior and a disregard for the rights of others — are at extremely high risk for developing an serious alcohol problem during adolescence. Thrill-seeking is common among children with conduct disorder and may explain why they begin drinking at an early age. Researchers also believe that alcohol's role in loosening inhibitions may encourage such adolescents to â€Å"act out† and get them in more serious trouble because of their drinking. Other researchers suggest serious alcohol problems and conduct disorders co-occur because of shared risk factors, not because one influences the other. 8Depression and post-traumatic stress disorder — also known as negative-affect disorders — are also common among adolescents with serious alcohol problems, especially young women.Researchers believe that both of these con ditions often occur as a result of physical or sexual abuse during childhood and that young people who have been (or are being) victimized drink to self-medicate. 9 As with conduct disorders, however, exactly how one influences the other isn't known. Because alcohol is a depressant, its use can contribute to depression. Studies also have shown drinking can increase the likelihood of sexual victimization that, in turn, can lead to a negative-affect disorder. TreatmentYoung people usually don't get treatment for alcohol and other drug use disorders until their drinking has gotten them in trouble with the law.In fact, 44 percent of young people in treatment have been referred by the criminal justice system. Other sources of referral include: * School/Community Agency (22%) * Self/Family (17%) * Other Substance Abuse Treatment Agency (5%) * Other Health Care Provider (5%) * Other (16%) The nation's health care system doesn't identify or treat young people with alcohol and other drug use problems any better than it does adults. Because of longstanding relationships with their young patients, pediatricians and family practice physicians are ideally positioned to observe the changes in behavior and health that occur as a result of drinking and drug use.But while the American Medical Association recommends that health professionals ask their young patients about their alcohol and drug use on an annual basis, fewer than 50 percent of physicians screen these patients for this purpose. 13Unique Treatment Needs Treatment for alcohol and other drug use disorders among young people has advanced considerably in the past several years. Within the next year or two, clinicians will be able to choose among a dozen therapies whose effectiveness and cost benefits have been established by research. 14 This progress has been stimulated in part by necessity: during the 1990s, the number of young people seeking drug treatment rose by 50 percent. 15Researchers learned that treating you ng people in programs for adults didn't work. In some cases, it may even have caused their drug use to escalate once they were discharged. 6Acknowledging the considerable differences between adolescent and adult drug use disorders was the first step in developing age appropriate treatment: * The patterns of drug use among young people differ: they drink more alcohol and smoke more marijuana than adults. They also are more likely to binge drink or get high whenever an opportunity arises. * Young people have higher rates of mental health disorders and get into trouble more often than adults. They require more careful assessment for mental health disorders which, if present, must be treated appropriately. * Young people are increasingly influenced by their peers and shaped by the pressures encountered in social institutions such as school and the criminal justice and welfare systems. These influences and pressures contribute not only to the development of serious alcohol problems, but also have a profound impact on treatment. The gains young people make during treatment may be undercut when they are return to an unhealthy atmosphere at home, in their neighborhoods or at school. They do not always have access to age-appropriate support groups. This explains why they have higher relapse rates than adults and typically require three or four treatment episodes before achieving recovery. Problem Drinking Affects School Performance How does problem drinking affect young people's schooling? In some cases the linkage between problem drinking and academic performance is profound. Drinking can affect the biological development of young people as well as their school-related achievement and behavior. Serious alcohol use among youth has significant neurological consequences.Alcohol damages areas of the brain responsible for learning and memory, verbal skills and visual-spatial cognition. 1, 2 Diagnosticians often find that these skills in adolescents who drink are deficient in comparison to those who aren't drinking. How can parents prevent alcohol use? Clear communication by parents about the negative effects of alcohol, as well as about their expectations regarding drug use, have been found to significantly decrease alcohol use in teens. Adequate parental supervision has also been found to be a deterrent to alcohol use in youth. Alcohol, and other drug use, has been found to occur most often between the hours of 3 p. m. and 6 p. m. immediately after school and prior to parents' arrival at home from work. Teen participation in extracurricular activities has therefore been revealed to be an important measure in preventing use of alcohol in this age group. Parents can also help educate teens about appropriate coping and stress-management strategies. For example, 15- to 16-year-olds who use religion to cope with stress tend to use drugs significantly less often and have less problems as a result of drinking than their peers who do not use religion to cop e. What is the treatment for alcohol intoxicationReplacing fluids that are lost as a result of the increased urination associated with drinking is often used to treat alcohol intoxication.Doctors frequently use fluids that contain sugars for that purpose. There are few medications that are considered effective in treating alcoholism. Zofran (ondansetron) has been found to be effective in treating alcoholism in people whose problem drinking began before they were 25 years old. Naltrexone (Trexan, ReVia, or Vivitrol) has also been found effective in managing alcoholism. Naltrexone is the most frequently used medication in treating alcoholism. It decreases the alcoholic's cravings for alcohol by blocking the body's euphoric (â€Å"high†) response to it. Naltrexone is either taken by mouth on a daily basis or through monthly injections.Disulfiram (Antabuse) is prescribed for about 9% of alcoholics. It decreases the alcoholic's craving for the substance by producing a negative rea ction to drinking. Acamprosate (Campral) works by decreasing cravings for alcohol in those who have stopped drinking. However, none of these medications have been specifically approved to treat alcoholism in people less than 18 years of age. Some research indicates that psychiatric medications like lithium and sertraline (Zoloft) may be useful in decreasing alcohol use in teens who have another mental-health disorder in addition to alcohol abuse. There are numerous individual treatments for alcoholism in teens.Relapse prevention uses methods for recognizing and amending problem behaviors. Individualized drug counseling specifically emphasizes short-term behavioral goals in an attempt to help the individual reduce or stop the use of alcohol altogether. Cognitive therapy techniques, like helping the teen recognize what tends to precede and follow their episodes of alcohol use, are often used to address alcohol abuse in teens. Some treatment programs include drug testing. Twelve-step p rograms like Alcoholics Anonymous are individualized drug-counseling methods. Motivational enhancement therapy encourages the teen to increase their desire to participate in therapy.Stimulus control refers to a treatment method that teaches the person to stay away from situations that are associated with alcohol use and to replace those situations with activities that are contrary to using drugs. Urge control is an approach to changing patterns that lead to drug use. Social control involves family members and other significant others of the alcoholic in treatmeWhile group therapy can be helpful in decreasing alcohol use in teens, groups that include a number of teens who also engage in disordered behaviors can actually tend to increase alcohol use in this age group. Family interventions for alcoholism that tend to be effective for teens include multidimensional family therapy (MDFT), group therapy, and multifamily educational intervention (MFE). MDFT has been found to be quite effec tive.Longer-term residential treatment of three to five months that addresses peer relationships, educational problems, and family issues is often used in treating alcoholism in teens. For youth in the first stage of alcohol use (having access, but not having yet used alcohol), preventive measures are used. Therefore, limiting access to alcohol or other drugs, addressing any risk factors of the youth or family, as well as optimal parental supervision and expression regarding expectations are often recommended. The approach to those who have experimented with alcohol should not be minimized by mental-health professionals, since infrequent use can progress to the more serious stages of alcohol use if not addressed.Therefore, professionals recommend that the youth be thoroughly educated about the effects and risks of alcohol, that fair but firm limits be set on the use of alcohol, and that the user be referred for brief counseling, a self-help group, and/or family support group. Teens who have progressed to the more advanced stages of alcoholism are typically treated intensively, using a combination of the medical, individual, and familial interventions already describedGreenblatt, JC. , â€Å"Patterns of Alcohol Use Among Adolescents and Associations with Emotional and Behavioral Problems,† U. S. Department of Health and Human Services, Substance Abuse and Mental Health Services Administration, March 2000.Greenfeld L, â€Å"Alcohol and Crime: An Analysis of National Data on the Prevalence of Alcohol Involvement in Crime,† Bureau of Justice Statistics, Report # NCJ-168632, 1998. U. S. Department of Health and Human Services, National Institute on Alcohol Abuse and Alcoholism, â€Å"10th Special Report to the U. S. Congress on Alcohol and Health:Highlights fromCurrent Research,† June 2000. U. S. Department of Health and Human Services, National Institute on Alcohol Abuse and Alcoholism, â€Å"Drinking in the United States: Main Findings from the 1992 National Longitudinal Alcohol Epidemiologic Survey,† 1998. National Institute on Drug Abuse, â€Å"Monitoring the Future: National Results on Adolescent Drug Use, Overview of Key Findings,† 2001. U. S.Department of Health and Human Services, Substance Abuse and Mental Health Services Administration, â€Å"Youth and Underage Drinking: An Overview,† â€Å"The Role of Parents in Preventing and Addressing Underage Drinking,† SAMHSA Fact Sheets, 2000. National Council on Alcoholism and Drug Dependence, Inc. , â€Å"Youth, Alcohol and Other. In any given age group, heavy and binge drinkers are 4-6 times more likely than nondrinkers to say they cut classes or skipped school. They are twice as likely as nondrinkers to say that their school work is poor, and they report more frequently that they are disobedient at school. 5 Among high school students, those who use alcohol are five times more likely to drop out than those who don't use alcohol. These prob lems are not limited to| | | | | | | | | | | | | | | | | | | | | | | | | | Measures to Reduce or Prevent Teenage AlcoholismEnvironmental: These youth alcoholism prevention initiatives are designed to reduce opportunities for youth to engage in underage drinking and include heightening awareness of the problem, increasing legal penalties for underage drinking and engaging community support to stop alcohol use by youth. Environmental-focused interventions include: * Increasing the cost of alcohol. Studies have shown that teens are less likely to purchase alcohol when it’s expensive. Obviously, teens have limited funds for such things. * Raising the minimum legal drinking age.Studies show that the earlier one begins drinking, the greater the likelihood of alcoholism. Also, binge drinking is most prevalent among teens and those in their early twenties. Binge drinking is very dangerous, carrying with it the risk of alcohol poisoning, coma, and even death. * Raising public awarenes s through public service campaigns and other initiatives. There are already some public services campaigns, but more are needed. In addition, the â€Å"just say no† and similar initiatives are not really effective. Campaigns based on research would be better. * Restaurant and bar server training and compliance checks. This should also include the training of all store clerks where alcohol is sold.In one study, more than 90% of high school seniors said it was easy for them to obtain alcohol when they wanted it. When alcohol is so easy to get, teens will continue to use it. * Deterring adults from purchasing alcohol for minors or providing alcohol to minors. It is illegal to provide minors with alcohol, but laws need to be consistently enforced. Giving alcohol to teens not only encourages them to drink, it sends the message that underage drinking is OK. * Enforcing penalties for the DWI (driving while intoxicated, use of false IDs, and violating zero-tolerance laws. One law tha t has proven useful is suspending or revoking the driver’s license of anyone underage caught drinking. It’s powerful deterrent for teens.Individual Measures to Reduce or Prevent Teenage AlcoholismThese youth alcoholism prevention initiatives help educate and prepare youth to resist the urge to experiment with alcohol and drink in spite of influences and opportunities to which they are exposed. Education that focuses on addressing attitudes and motivational factors, as well as providing youth with skills that enable them to â€Å"say no† and wait until they are of legal drinking age, has been proven most helpful. Individual-focused teenage alcoholism interventions include: * School-based prevention programs that include addressing peer pressure to drink and teaching teens how to resist those pressures in addition to providing information about the dangers of drinking.These programs also offer interactive and developmentally appropriate information, include peer-l ed components, and provide teacher training. * Family-oriented prevention initiatives where parents’ ability to influence their children’s behavior and attitudes play a critical role. Setting and enforcing rules against underage drinking and monitoring the child’s behavior have proven to help reduce the propensity of underage drinking and onset of youth alcoholism. For family-based teenage alcoholism interventions to be effective, parents need to be informed about the risks of teenage alcoholism and know how to talk to their child about alcohol use.Public campaigns can address these issues and so can school-based programs. | | | ConclusionAlcohol  is not an ordinary commodity. While it carries connotations of pleasure and sociability in the minds of many, harmful consequences of its use are diverse and widespreadFrom a global perspective, in order to reduce the harm caused by  alcohol, policies need