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Drinking alcohol is a typical activity for many Americans. The top six advertisements during this year’s Super Bowl were all presented by Budweiser. While up to two drinks per day for men and women is not harmful for most adults, according to the National Institute on Alcohol Abuse and Alcoholism (NIAAA) nearly 14 million Americans (1 in every 13 adults) abuse alcohol or are alcoholic, (Alcoholism 2001, 1-2). Alcohol abuse and alcoholism greatly increase health issues, many of which are life threatening. Heavy users of alcohol are at increased risk for a variety of cancers, liver cirrhosis, immune system problems, brain damage, and in women harm to the fetus during pregnancy. Heavy drinking also leads to a greater risk of homicides and suicides and increases the risk of death from automobile crashes and other injuries (falls, work-related, etc.). According to the NIAAA, alcohol related illnesses and problems cost society approximately $185 billion annually, (Alcoholism 2001, 2).
The costs of alcoholism in human terms cannot be calculated. Traditionally, those who suffered from alcoholism were viewed as lacking “willpower” or as being “weak.” Recent studies demonstrate that alcohol abuse and alcoholism have nothing to do with willpower. Alcoholics are often controlled by a powerful craving and uncontrollable need for alcohol that overwhelms their capacity to quit drinking. According to the NIAAA, this craving or need “can be as strong as the need for food or water,” (Alcoholism 2001, 2). Alcoholism is o...