Dr. W. Gifford-Jones writes a syndicated medical column. Recently he spent some time in several of England's hospitals (partly because of the delays caused by the Icelandic eruptions) where he found out about an epidemic of alcohol abuse among middle class teen girls who are drinking themselves senseless on straight 40% vodka, sometimes with deadly results."Vodka is cleverly marketed with words such as 'pure' which makes it appear glamorous and safe," explains England's foremost expert on liver disease, professor Roger Williams. "Moreover, teenagers think it's easy to disguise as it's more difficult to smell on the breath."
One teenage girl, who had never drunk vodka before, was said to have consumed half a bottle. Twenty minutes later, she was lying unconscious in her best friend's home. She, along with other friends, had been left alone to celebrate a 15th birthday! She was swept away with an ambulance to have her stomach pumped.
One 15-year-old girl told media, "It makes us feel strong, exciting and sexy. We arrive at parties ready to wow the boys." Incredibly, one girl remarked, "It isn't a proper party unless an ambulance comes!"
Needless to say, with that kind of drinking 40% of 13 and 14 year olds reported being drunk the first time they had sex.
All of this reminds me of Adbusters, a Vancouver based anti-consumerist magazine. One of its features is a satirical look at advertising campaigns. One is their series on Absolute Vodka as seen in the image.
Any thoughts on the mass media and teenage values and the role of parents?
