To be exact - more slowly. On average a woman has about half the liver tissue of a man of the same body weight. That means you not only stay drunk longer, but also are at higher risk for cirrhosis. Sorry ladies!

What's wrong with looking like a man?

I've found that drinking makes women look more attractive.

More seriously, appealing to vanity would be a better anti smoking campaign. Smoking really seems to weather a face. That and tanning. Tan today, wrinkled visage tomorrow.

It seem for me that woman in ad look more like clown than dude. If tone down blue eyeshadow and add little bit foundation, this woman look like she be fun at pub.

Serious, who look at picture in ad and wonder how many binge have left before look like that? More likely for say, see me this in mirror one time after let drunk Mary Kay woman do makeover on me, but fortunate look much better now.

Svutlana, you crack me up.

But, perhaps wrong assumptions. People are more motivated by proximal consequences (i.e., looking ugly) than distal ones (dying of CVD or liver cancer).

Undergraduates in my class are always much more interested in resarch showing that smoking is associated with deep facial wrinkling than they are with research showing that smoking will eventually kill them.

I also think there is an unconsious bit of logic that goes something like this: Everyone dies of something, but damn I want to look good while I last.

I know the campaign is well-intentioned, but I find it incredibly thoughtless and hurtful and pretty trans-phobic.

Anyone remember the woman kicked out of a restaurant bathroom (and subsequently the restaurant) for looking too much like a man?

I have transgender co-workers, queer female friends who look masculine, and spent the better part of my life looking distinctly un-feminine myself. I'm having a rough time seeing the humor in demeaning masculine looks.

Really, there's got to be a way to turn women off to binge drinking without resorting to mocking those of uncommon gender expression, or those who just lack media-idealized feminine looks.

Agreed, the campaign is rude to men. But it's true that drinking makes women look like shit. Maybe they should post a picture of La Lohan sans makeup and say, "Can you believe she's twenty-one? Doesn't she look more like fifty?"

"Part of the reason for this imbalance is that we're a looks-oriented society in which gaining five pounds is treated in some circles like a Shakespearean tragedy."

In a study of 37 cultures across the world, nearly all societies ranked female physical attractiveness as one of the top priorities in choosing a mate (my name below is a link to the actual article. thanks google books). This isn't something we can blame on "western society", but is instead a human universal with evolutionary advantages. Whether we like behaving this way or should find it morally acceptable is a different matter completely. However, if you're looking for a society to blame, check out the ones in Africa about a million or so years ago.

This same strategy has been used for the most effective (as far as I know) anti-smoking adds, too, one I particularly remember:

guy asks girl out.

girl: "sorry, I'm busy that night."

girl, to girlfriend: "ugh, he's nice, but have you seen his yellow teeth?"

Not exactly enlightened, but I'd say the public bad of encouraging vanity is far outweighed by the good of discouraging smoking (or heavy drinking).

Unfortunate, write many letter, but never ever get Svutlana red star. This is goal for Svutlana...use me Secret book for help. Visualize me Tracey Clark-Flory give Svutlana big red star.

Maybe one day if get drunk and write comment, get Svutlana red star, but hopeful never look like woman on poster.

These ads aren't going after self-aware feminists, who likely aren't binge-drinkers. They're going after party girls, whose looks and need to have fun and meet guys in bars are everything to them. I've seen lots of women with masculine features, and plenty of transsexuals, and believe me, they don't look like that. (For one thing, they're more skillful at applying makeup.) Truly, that poor soul looks like Corporal Klinger from MASH after a bender and a bad bleach job.

In an ideal world, women would be more concerned with their health than their looks. But in this screwed-up society, that's not the case, and this is the kind of public service ad that really hits people hard. Intellectually I've always known about lung cancer, but the most compelling reason I never took up smoking is because I didn't want to ruin my singing voice. Whatever works, I say.

Men, too. Let's work with it! My mother quit smoking for vanity, and that was 30 years ago, so vanity worked pretty well. Vanity was good for me during a nasty bit of adolescent self-destruction. Now we know: vanity can be adaptive.

You want to rid of these vain ways to turn off women to binge drinking.

Make a minute long comercial of women throwing up and pissing their pants....and men covering their mouths in disgust.

Do it like the truth commercials...at the end have a man say, "I used to think jody was cute and funny....now I can't look at her without remembering that night..."

You could simply post a photo of one of the nightly date-rape crime scenes. That was enough to put me off bar hopping for the rest of my life (that, and the fact that I am allergic to alcohol).

In the past five years I have maybe gotten drunk a hand full of times, and even then only at friends house or at parties at my house (never at bars or clubs). For the past few year I have tried hard to encourage adults to have fun in ways that didn't involve alcohol, and unfortunately have had little success.

Why is the common denominator for adult fun alcohol?

I hate being drunk, and I hate being hung over in the morning even more. Alcohol is not fun, but safe, mature, responsible sex is a lot of fun.