Advertising in Schools May Be Less Lucrative Than Thought

Published on June 2016 | Categories: Documents | Downloads: 34 | Comments: 0 | Views: 183
of 27
Download PDF   Embed   Report

Comments

Content

Advertising in Schools May Be Less Lucrative Than Thought
Faced with state funding cuts and shrinking budgets, many school districts across the country are seeking to raise
funds by selling commercial advertising on school property. Ads appear on school lockers, lunch trays, wall spaces,
athletic facilities, websites, school buses, and elsewhere. But the risks to children of commercializing schools far
outweigh the miniscule revenues raised by these
schemes, according to a new report from Public
Citizen.
In School Commercialism: High Costs, Low Revenues,
Public Citizen found that school advertising programs are
providing less than half of 1 percent of school revenues,
and often far less. Public Citizen surveyed the nation’s
25 largest school districts; 10 reported that they
maintained in-school advertising programs or were considering such programs. No program reported raising more
than $250,000. No program reported raising more than 0.03 percent of the school system’s overall budget.
Those school systems that report having in-school advertising programs include: Cypress Fairbanks, Texas,
Independent School District; Dallas Independent School District; Houston Independent School District; Jefferson
County, Colo., Public Schools, and Orange County, Fla., Public Schools.
Advocates of commercial advertising in schools point to the need for alternative revenue streams to offset budget
cuts. They defend such programs, claiming that children already are exposed to ubiquitous advertising in their daily
lives. But the numbers in Public Citizen’s report belie these claims: School districts with budgets exceeding $1 billion
bring in revenues only in the tens of thousands. Often, a portion of these already miniscule revenues goes to
commissions for middleman agencies or administrative costs for putting advertising programs into place. These
revenues do not compensate for the effects of advertising on children, the report said.
“Not only does advertising in schools expose kids to marketing for harmful products, it teaches students that
everything is for sale,” said Robert Weissman, president of Public Citizen. “Kids are of course exposed to advertising
all the time, but schools should not endorse and add to the constant marketing messages in kids’ lives.”
Added Elizabeth Ben-Ishai, campaign coordinator for Public Citizen’s Commercial Alert project and author of the
report, “School officials’ reasons for allowing harmful advertising are flawed; in-school advertising and other forms of
school commercialism are rarely lucrative endeavors. Revenues raised are a drop in the bucket compared to the cuts
many districts are faced with. Previous research has shown that children who are exposed to excessive advertising
face negative repercussions to their health, self-esteem, values, body-image, learning processes and personal
development.”
The report points to another disturbing trend: the mushrooming of private agencies acting as middlemen between
school districts and advertisers, often locking districts into multi-year contracts. These agencies take anywhere from
20 to 50 percent of the already negligible revenues generated by advertising, leaving schools with only a fraction of
profits—and the negative effects of school commercialism, the report said.

“At the outset, these schemes seem like a good idea to school districts, which may pay nothing up front. But in the
end, they benefit only the agencies, while harming students and leaving school districts with little to show for their
efforts,” said Ben-Ishai.
Public Citizen is a national, nonprofit consumer advocacy organization based in Washington, D.C. For more
information, please visit www.citizen.org.

…………….

Should in-school advertising be allowed?

Join the Discussion
Your First Name:

Feb. 10, 2011

Enter your name here

Your Teacher/School:
Teacher/School

By James Horner, student
The side of your bus features an ad for a popular sneaker. When you
arrive at your stop, an electronic billboard greets you with a sale ad for
a local car dealer. Inside your building, corporate logos are etched
above the entrances to some rooms. Later, at the place you have
lunch, a food company is passing out samples of its latest pasta
creation. On the way out, you pick up a flier with a bunch of ads on the
back. Nothing too unusual here, except that the bus is your school bus,
the billboard is planted right outside your school, the logos are above
the school gym and library entrances, the lunch place is the cafeteria,
and the flier is a field trip permission slip.
With school districts facing critical budget shortfalls, many are trying to
raise funds by inviting advertisers to promote their products on school
property. The idea of exposing children to ads in school has met with
reluctance, but increasing numbers of parents and administrators are
concluding it is a necessary alternative. “As uncomfortable as it may
be for folks, it’s less comfortable to get rid of programs or go through
more layoffs,” Melissa Infusino, director of partnerships for the Los
Angeles Unified School District, told the New York Times.
The possibilities for in-school ad placement have led to some novel
approaches. For instance, lockers are a prime location for catching
attention, and several Minnesota districts are testing plans to cover 10
percent of all surfaces, including lockers and floors, with ads that are
expected to bring in nearly $200,000 a year per district.
In New Jersey, yellow school buses can now have ads on their
exteriors as the state joins a half-dozen others in a move that could
generate $1,000 per bus. Four Albuquerque, N.M., high schools
located on busy streets will earn a total of $40,000 annually starting in
March by leasing out space for electronic billboards that will flash ads
and school announcements. One concern about bus and billboard ads

Your City/State:
City/State

Your Comment: limited to 2000 characters includin

Comments

3/7/2016
Folsom
Incheon
Sutter Middle School
Advertising should be banned from schools. Beause they are all
and cancer is occuring quickly in children.

3/2/2016
Sidney/MT
Sierra
Mr.Faulhaber/Sidney High School
I believe advertising in schools should be allowed but limited. Sc
other companies and they could use that money for useful things
much that it disrupts the education of the students.

2/16/2016
Hawaii
HOODINII
WMS

is that they will distract drivers and lead to accidents. School buses are NO ADVERTISING SHOULD BE ALLOWED JUST STOP IT!!! T
cares and that nobody is me.
yellow for a reason: to alert drivers to be extra cautious because
children are present. Exterior ads will alter how school buses look.

2/11/2016
School websites have not been overlooked either, with numerous
districts selling page space to companies that run ads with links to their WAHIAWA
Jameson
own sites. Virginia’s Prince William County Public Schools reports
WMS
raising $75,000 in its first year of selling web ads. One of the more
Advertising is a waste of money and should not be allowed in sc
unusual ideas was implemented in Peabody, Mass. The school district goes to buying advertisements, can be used for things our schoo
is printing 10 business card-sized ads on the back of all notices that go
home to elementary school parents, including permission slips. The
venture is expected to generate up to $24,000. In nearby Hull, Mass., 2/8/2016
Hawaii
the high school’s location along the flight path to Boston’s Logan
a little tiny kid
Airport has led administrators to consider selling ad space on the
WMS
school’s roof.
advertising is not good because we spend money for what they a

Corporate sponsorship provides another lucrative revenue source. Los
Angeles just became the largest district in the country to agree to sell
naming rights to various school settings and activities, including its
football field, cafeterias and some extracurricular teams, for a potential
gain of $18 million. The district will also permit approved food
companies to hand out samples on school grounds for a fee.
Most districts prohibit ads for alcohol, tobacco and gambling; some
schools also reject ads for unhealthful foods or political advocacy ads.
Still, some parents and educators object to the ads because students
are a captive audience. “They think we’re trying to franchise our kids,”
National PTA president Chuck Saylors told the Minneapolis Star
Tribune. “They’re in school to learn, not to exercise their purchasing
power.”

people

2/5/2016
Hawaii
Mark2
WMS
please no advertising again

2/5/2016
Florida
Little kid
MPJH
I think there should be no ads at all. Period, wheather its on buse
could get into accidents its like talking on the phone in you car. B
about music, well music is singing and ads are talking to differen
No ads. and what brought this to my mind is were righting in my
ADS VOTE YESSSS

Drawing the line on certain types of ads could also prove a challenge,
experts note, as districts seek to maximize the dollars they can earn.
“This is really tricky stuff for school districts,” Richard Colvin, director of
the Hechinger Institute on Education and the Media at Columbia
2/3/2016
University, said in an interview with USA Today. “They have to be very Hawaii
little kid
careful about the image they’re projecting.”

WMS
no ads is not good for kids.

Critics of mixing ads with education also point to a 2006 study in the
medical journal Pediatrics that showed that students who watched
Channel One, an in-class public affairs program that runs 10 minutes
of news and 2 minutes of advertising or public service announcements, 2/3/2016
Hawaii
remembered more ads than news stories.
jaylyn

wahiawa middle school

No because parents would be wasting there money on those jun
What do you think?
Should in-school advertising be allowed? Which types of ads are not
acceptable? Should school districts restrict where the ads can be
placed? Will schools be able to draw the line at what is appropriate? 2/3/2016
Does your school have any advertising? If so, how has it affected you? Hawaii
jaylyn
Join the discussion!

wahiawa middle school
No because parents would be wasting there money on those jun

2/2/2016
hawaii
sneeky

swag/WMS
no advertising please

2/1/2016
Hawaii/wahiawa
Joshua Delasierra
Wahiawa Middle School
I do not think there should be advertising in/on school campus b
learning. btw hi wms students -_-

2/1/2016
honolulu
sheena
wahiawa middle school
no because we dont need commercials or advertisment to make

2/1/2016
hawaii
Will
WMS
I don't like ads

2/1/2016
wahiawa/hawaii
white
Mr. black/WMS
Schools should not advertising in school

2/1/2016
wahiawa/hawaii
Mark
WMS
Schools should not advertising in school campus because stude
stuff on ads.

1/27/2016
Hawaii
Jayden
WES
Nope. No advertising in school.

12/10/2015
Diamond Bar,Ca
MeganP1
Wong/Lorbeer
I believe that advertising should not be allowed at school. This is
something that a kid really wants but, maybe can't afford it. Lets
advertising for skateboards, and they can afford them so, they g
couldn't buy one, would feel jealous and feel like they aren't goo
more focused on the ads then actual school. School should prom
not objects that somebody could feel jealous over. Every kid wan
so they can "fit in" so, like as said before, maybe if they don't ge
andn ot feel like they "fit in." In my opinion, ads should not be pu

11/28/2015
Diamond Bar, CA
SamuelP4
Wong/Lorbeer
I do not think that advertising should be allowed at school. Additi
messages, which can also distract students. It can distract stude
learning. Instead of thinking about school itself and what they lea
what ads they saw on campus. Also, advertisements in a school
which schools tend to warn against giving into. It leads to peer p
pressuring some students to buy certain products because it is p

3/12/2015
Springfield
Bob
Butler
Advertising should not be allowed in school

2/11/2015
California
Colby
Pine Valley Middle School
Imagine going to school in the morning, walking down the hall an
of McDonald’s burgers along the walls. How would that be in the
should be allowed in schools. Advertising in schools would bene
would get more money. More money leads to better equipment a
by, and staff would see the advertisements and may think they a
company. Unfortunately, schools will be flooded in advertisemen
essay will show why advertisements should be allowed in schoo
advertisements could lead to more money for the school. The co
showing their product(s). Having this money in the school could
expensive to attend to. Having more money means more money
families may have to move elsewhere due to the price of the sch
Schools should think about the effect on others with advertiseme
money coming into the school, schools would have better equipm
commitment to users and the people who use our service, is tha
now. It will always be free. We make money through having adve
by Mark Zuckerberg. Having more money means the school can
students. If the advertising is discontinued, the school would be
may be hard to replace if broken. Not having the money needed
damage the school’s balance very much. If the school has adver
keep them otherwise the school’s money would severely drop.

2/6/2015
California
Alexis
San Dieguito Academy
I think school advertising is a good idea, but there has to be a lim
personal experience with the lack of money public schools have
divorced parents and we can't even find a couple extra textbook
from one house to another every week. It would be really nice to
covers too. In an essay prompt that I got from school it says that
require students to watch Channel One, a news program that inc
Language Essay prompt). I think that forcing students to do this
news is great, but this is not directly related to student's assignm
time.

1/8/2015
Redmond/WA
Stephen Springstead
Student Redmond high School
I think school advertising would be great. and not just because i
make kids more aware of advertisements and what they are tryin

my school does plenty of fund raisers and the advertising would
football team hast to fundrais for its self. with these advertisemen
would pay for all our new gear and more. i feel this would be a g

11/14/2014
Stroudsburg/ PA
Sarah
Mr. Hanna/Stroudsburg JHS
I believe that in school advertising should be allowed. If the com
they can. If they allow them, then the company should be paying
money for field trips or lunches. If the ad is inappropriate, then it
only be in schools if it is appropriate. If the school is on the bigge
paying the school even more money. The more kids that buys th
company makes. A lot more of the money should go back to the
more money.

11/13/2014
Stroudsburg,PA
McKenna
Mr. Hanna/ Stroudsburg JHS
I think that school advertisement should be permitted in school. T
sell it and the money could go to the school. The money could g
raise money. They could help buy new equipment and jerseys fo
help our school! I don't know about your school or if it could help
the business and gain more buyers from this. It would be money
would work out for both people!

11/13/2014
East Stroudsburg/ Pennsylvania
Jaylen
Mr.Hanna/stroudsburg junior high school
Now I have enough local advertising in my school about compan
school districts should have the full control over if advertising it o
that advertising on school property is right. I approve of local adv
there should be a limit in advertising because you don't want the
magnet. Like it was said in the article that the reason of having y
that that is a school bus and there are children and students pre
on school buses because there's a really important reason of ha
yellow. The certain types of advertising that should be a limit in s
There should absolutely not be any advertising about sexual con
then everything will go wrong. So I approve of local advertising o
only be a limit and there should be the right appropriate type of a

11/13/2014
Stroudsburg, PA
Mackenzie
Mr. Hanna/ Stroudsburg JHS
I believe in school advertising should be allowed. I feel not only t
also, the company should be paying the school for being a big a
advertised. One big place advertiser would be on lockers. The ki
confederation of the product. This is good for the company, but l
making a huge profit for advertising! Helping the school buy new
defiantly help the schools in need of revenerating.

11/13/2014
Texas
Bob2
Wolfe city
ads should be allowed in schools to generate money for school p
dull and boring.

5/24/2014
Washington
Bob
Mrs.Pope Mill Creek Elementary
hmmm

5/23/2014
San Franciso
Kerisma
Miss Smiley
School Ads should not be accepted. I have heard over and over
can't focus when they are trying to think about their school work.

2/7/2014
michigan
alex
st charles high school
i an doing a research writing i need help deciding

1/8/2014
Mukilteo
Daniel
Kamiak High School
I would say no...for multiple reasons. One is that its not healthy f
bombarted with ads in a learning environment. Its not beneficial
in needed revenue, however; if it sacrofices the learning environ
would further hamper the future of the students of the future. No
based upon capital not morals. Its a slippery slope because of th
also become advertisers. This type of situation is not allowed un
agianst the establishment of a single religion in a public establish
advertisement war wouldn't be beneficial either.

10/3/2013
berwyn
Katerin
Heritage Middle School
I think bud=s advertisements shouln't be allowed on buses beca
a second to see the advertisent on the bus and they might crash

9/25/2013
Watertown, Mass
Alistair
Rimas
Yes it is uncomfortable, and a corruption of most educational cen
business. Unfortunetaley it would be necessary to keep certain a
fall play does not have comercials during intermission, and the c
Then it would be a necessary evil.

9/20/2013
Sidney, Montana
Ashleigh McGhee
Mr. Faulhaber/Sidney High School
Advertizing in-school should be allowed for many reasons. On re
the money that it would bring in. If schools would allow for comp
advertizements, then the school would generate enough money

budget cuts and stuff. They would be able to put all that money t
clubs, sports, and things for around the school. Another way adv
students would be able to see what is a quality product that the s
into. This would allow them to see what to get and what not to ge
advertizing would be that they could create a distraction from the
are focused on the ads they might not pay attention to the educa

5/28/2013
98848
samantha garcia
kelly monument
i think no because a car can crash if it reading it.

5/6/2013
California
Rosa Coad
Saint George
I think they should be allowed. For two reasons. One: It could he
ideas to study in collage and study for the job in collage sio they
statement!

5/4/2013
Old Town ME
SheamusSPK12
LMS
Why is there advertising in schools this should be iligil its just no

5/1/2013
Chattanooga, Tenesseeee
Nikola

Advertising in schools should be allowed if it pertains to school. O
Advertising companies and schools get a win/win

4/21/2013
US
Sara
Mr.S
Advertising specifically to children is unethical because they hav
have to persuade their parents to buy the products for them. Rat
parents, companies use a "nag and whine" campaign that leads
children. They rely on pester power to make adults spend money
want to buy, and which their children may well only play with for
which presents products to children as "must-have" is also socia
parents cannot afford them appear inferior, and creating feelings
as leading families into debt

3/30/2013
Toronto
Ronald
Humber Summit Middle School
they overbalance the kids into wasting thier bucks on something

3/6/2013
Berkley

Short Kid
Berkley High
No. Schools should not let advertising into our schools. It can ea
more power than they need, and that much power handed to the
Besides, the point in school is not to be advertised to, it's to learn
a huge add for some stupid fizzy drink plastered all over my lock
strangers coming into our cafeteria with free samples of their foo
low thing to consider...advertising companies are dishonest and
a part of that business. You know, I feel the kids don't have enou
but I don't see any teachers/administrators or even parents askin
younger ones may not know the difference, but what about the M

12/10/2012
CA
Yovana
MHS
In school advertising should not be allowed. School is a place to
products. Advertising for commercial products should not be allo

12/6/2012
bentonville,arkansas
alison
jostad/bentonville high
i think that companies should advertise on school grounds becau
sports programs or have school clubs

11/28/2012
rudyard, MT
Dono
Mrs.Campbell / Northstar
Well i think its ok for advertising things just to let people know wh
senior class had to sell alot things to raise money for their senior
we advertise our stuff.Like Erin from belleville henderson school
advertising or raising for senior trip. So yea the schools should le

11/19/2012
Belleville, NY
Erin
Colby; Belleville Henderson
Schools should allow advertising. However, it should be school/
the advertisments should consist of posters and announcments.
school or free food samples at lunch time.

6/5/2012
chicago illinios
Alexus
ms. lozada avondale-logandale
should children be allowed to go to school

5/11/2012
PORTERVILLE
salinna
smith/mhs
i believe that school advertising shouldnt be allowed. They would
issue. Such as many people can get affended. Though it can als
children. Thus it wouldnt be a good idea to have advertising with

5/10/2012
Porterville/ CA
Minerva
Smith/Monache
In my perspective, schools should allow advertising to an extent.
that involve school related products. Some students might quest
for a certain product. Or wonder how much a product is for scho
have a product like a refreshment or food. If advertisements inclu
things involving that, that would be a different story. It would be o
allow it in school. Certain things ads should be shown in school t

5/1/2012
maryland
Rachel
bais yaakov of baltimore
i am a student and i am writing a persuasive essay about how sc
advertisments. though this may be benificial to the corporations
lead to jealousy, its a distraction, and not everything is appropria
with this article

3/11/2012
Baltimore/Maryland
Brian
Jones-Prettyman/Baltimore Talent Development
I say yes because schools are being benefited.

3/11/2012
Baltimore/Maryland
Paul
Jones-Prettyman/Baltimore Talent Development
Yes, I believe that in-school advertisin should be allowed. This w
out there. Money paid by advertisers to schools would help scho

3/11/2012
Baltimore/Maryland
Dalonte
Jones-Prettyman/Baltimore Talent Development
They should just not be able to put an advertiser's name on a sc
might be cool.

3/6/2012
Arkansas
Caden
Hellstern Middle School
Why would students buy a car?

2/16/2012
Arkansas
Layla
Bowman
i dont think that school advertising should be allowed because st
not customers! Anither thing is that if the students get distracted
badly in school.

1/24/2012
cuneticut
cassidy
mrs.francis deranoski
I think there should be a law that ads should nut be allowed in sc
to stop in school adverisising.

10/7/2011
Sidney, Montana
Harleigh
Mr. Faulhaber Sidney High School
In-School advertising can be a very good thing, it expands the st
school does have in-school advertising but most of the time it's f
projects, and small bussiness that just started. It doesn't hurt any
in schools, students are there five days a week and for eight hou
for them to know whats out in their community.

5/13/2011
Sidney, mt
Airika
Sidney high school
Yes. Advertising for a business is a good thing. It can make them
the products are appropriate it should be fine. It also brings in m

4/27/2011
Naples/Florida
Miche
Manatee Middle School
Yes because advertising is like you know doing stuff for like the s
schools need the stuff which is known as money and kids can ig

4/15/2011
Montana
Tarah
Mrs. Campbell North Star School
I think advertising has it's place in school, however I think it soul
examples used. The school bus option is not appropriate becaus
was a school bus and drivers must be cautious that children are
that is up to the school to decide. If they is the only way they can
inevitable and necessary. My only hope is that the school invites
companies mauling the schools.

4/13/2011
Rudyard, mt
Cody
Elizabeth Campbell/ North Star
It depends if it is neccessary to allow the school to do that on sch
good reason why they are doing this? I guess it's because they w
attention. I dunno what other people think about this add, but I b
But if they are using ads by alcohol, or drugs. Then it is a proble
parents to be concern.

4/8/2011
Greencastle,Pa
Zach R.
Greencastle-antrim highschool
I believe that advertising in schools is perfectly fine. If having a fe
keep programs and teachers in the school I’m all for it. My schoo

sports field and is planning to have some logos to pay for the fie
more income for the school. Advertising from major companies c
the school district. Many schools have opened things like lookers
companies to advertise in schools is ok unless it gets out of hand
presentations is taking it a little too far. There is no need to bomb
more than what they already are.

4/4/2011
Greencastle, PA
Wendy
Greencastle-Antrim High School
I think that in-school advertisement should be allowed. Obviously
gambling would not be acceptable to be advertised in school. Sc
where they place these ads. For example, there should not be a
that would be a distraction to drivers who might be trying to read
attention to the road ahead of them. According to Fox News, a b
Education Committee would allow school districts to sell ad spac
sponsors say could bring in up to $1,000 per bus. I believe allow
only adding distractions to drivers and possibly putting the childr
believe if the regulations on what type of ads are made, and whe
be able to pull this idea off successfully. Although this may start a
one company, but does not advertise for another, how will that b
to be advertised at a different school rather than in the same sch
choose which brand of products they advertise? This decision ge
think we have not thought about enough.

3/25/2011
Indianapolis, Indiana
Jia
Ben Davis High School
If the schools allow the advertising to take place, then it is okay.
they want to pay attention to all of the advertisements or not. No
to them or purchase anything. On a personal level, I think the ad
school. Not a mall. The idea of raising money for the school is th
explained in the article.

3/24/2011
Boothbay ME
Thomas
Ms. Sirois Boothbay Region High School
I think it's a cool idea to have advertisement adds on school prop
then I saw it on here. If schools did do this, then I'd think the add
basketball team. Maybe the companies they get their food from,
cool idea.

2/24/2011

Baldemar Martinez
Bradley/Nimitz, Irving,Tx
It seems like a good idea for schools to advertise ads. It help the
in and things that schools must do to get their required materials
take care of their school. It also gets the students involved in som
economy, just as in our schools with school club posters.

2/24/2011

Bailey M
Bradley/ Nimitz, Irving, TX
Having advertisements in schools will boost money flow to the d

is in need of money. The teachers that are around me are nervo
their jobs due to the budget cuts that the state is putting on educ
in our schools, then that would make up for some of the budget c
allowed in schools are ads that promote alcohol, tobacco, and un
district should be in charge of what advertisements should be re
there are Dr. Pepper machines with all of the different Dr. Peppe
football games there are bunches of advertisements throughout
apart of my normal life and I don't notice any real effect that they
advertisements all around us in magazines and on the road side
money for the school districts. The money will be used to keep th
help the teachers hold their jobs.

2/24/2011

David B
Bradley/Nimitz, Irving/TX
In-school advertising is not a bad idea at all. In fact, it will genera
schools. God knows they need it; Irving ISD has announced rece
many as 200-250 teachers by next school year. But there are so
enforced. For example, nothing R-rated should be allowed in ele
schools. Anything that won't disrupt the learning process is fine b

2/23/2011

Shelby Z
Bradley/Nimitz, Irving,Tx
I don't see a problem with in school ads if they are absolutely ne
to students. However, I do think that they should only be allowed
not get distracted with them, and can do their school work prope

2/23/2011

Josh J
Bradley/Nimitz, Irving, TX
In school advertising in my opinion is only going to corrupt the st
Even though schools can moderate what advertisements are pre
can not control all of the ads that can be placed in their school. I
advertisements that include school activities on campus. Those
legal tender to be able to have to participate in the program or ite
last year there was a Red bull car that pulled up to my school an
students after school. This is a completely unsafe way to get stu
The people handing the cans out only wanted to try and hook stu
concern for the possible side effects that their product could hav
conclusion, if schools allow ads even that are appropriate to the
always be some ads that make their way into the school system
students in some way.

2/23/2011

Dalton
Bradley/Nimitz, Irving/Texas
Ads should be allowed in school but restricted. Ads that promote
required by federal law to be 18 years of age should not be show
presence of minors. The ads will cause a distraction in the learni
much needed revenue. The ads should not be in any classrooms
distraction. But, the ads will be like what everyday students see
have ads, they are called sponsors. They restrict what you can b
advertising.

2/23/2011

Sharon J
Bradley/Nimitz, Irving/Texas
School Administration is always concerned about things they cla
expect students to concentrate when adds geared towards them
fifth grader trying to learn his math lesson with his favorite cartoo
trying to sell them his favorite candy bar. How about expecting a
attention to the information needed to pass these standardized t
about, when her celebrity crush, Justin Bieber, is endorsing his la
extremes, but do things have to reach their extreme outer limits

2/21/2011

Hector
Bradley/NImitz, Irving/TX
Although in school advertising is a last resort on behalf of schoo
will be easily distracted and having constant eye catching advert
for any students. It is the government's job for public school fund
be cheapened by means of advertising. This will guve the schoo
respectable.

2/21/2011

Josh A.
Bradley/ Nimitz, Irving, Texas
I think that in-school advertisement should be allowed if need be
a deficit, in-school advertisement should be used. However, I be
should be attempted at least. I think that in every district, there is
teacher who is not efficient at his or her position. With these prog
school district is improved, not degraded. This is because the sc
as a whole with with spending its money. Basically, I believe that
option, but should not be first option.

2/20/2011

Lisa P
Bradley/Nimitz, Irving/Tx
I don't think that in-school advertising would be harmful at all, tha
with discretion and in a non-distracting way. A lot of schools are
off teachers, so if in school advertising could help I think it would
see.

2/20/2011

Jennifer K
Bradley/Nimitz, Dallas/TX
Being a student myself, I understand how there might be concer
may provide throughout the school day. However, I also know th
teachers, who have dedicated their lives to their work in helping
amounted to was being laid off by a district that couldn't afford th
would be a way for teachers to retain their jobs, as well as a way
money to help its students succeed, I think that they would be a
advertisements should be limited to certain areas of the school in
The cafeteria could contain healthy food ads, the gym could sho
and maybe even some of the fashion classes could get some clo
the plan to place advertisements within our school is something
as long as they go about it in a smart and idealistic way, I think th

2/17/2011

Alen
Bradley/Nimtz, Irving/Texas
The Irving ISD, as well as most other schools in Texas, are in the
less money for teachers and aid for college bound students. As a
struggling, I feel that in school advertising should be condoned fo
school are walls filled with overly redounded reminders that stud
advertisements that can be beneficial in remedying the financial
Obviously there should be discretion as to what advertisements
but I have faith in our administrators to assign advertisements in
to students and most helpful in enhancing the budget. School ad
to pull the Irving ISD and other school districts in Texas out of an
reason as to why it should not be done.

2/17/2011

Wiz K
Mrs. MJ, Black n Yellow, Pistolvania
My opinion is that there should be no problem with advertisemen
something bad or non-school appropriate. The ads that are not a
alcohol, tobacco, weapons, and gambling. I also don’t think it sh
are as long as they obey the rules about what should and should
have ads with these school-restricted ads. So therefore, I feel th
magazines that are for school related topics. They can also have
only have ads for things at the grocery store and basic needs for
such as the newspaper and things on the television in the mornin
http://www.sltrib.com/sltrib/home/51130091-76/ads-buses-bill-bu
appropriate” for riders and forbids content that is sexual or prom
minors, such as alcohol and cigarettes.”

2/16/2011

Dennis N.
Bradley/Nimitz, Irving/TX
In-school advertising should be allowed in school to bring in reve
purposes, athletic purposes, and other organization purposes su
are not acceptable for school would consist of alcohol, drugs, ga
political influences, religious influences, and unhealthy foods. Sc
restrict where the ads can be placed so the school cannot be fille
to draw the line at what is appropriate and what is not however, s
how much money they are receiving and ignore the inappropriat
As of right now, I do not think that my school has such ads but I

2/16/2011

Mirna L.
Bradley/Nimitz, Irving, TX
I think ads in school can have both a positive and negative effec
school districts are willing to go to raise money. I don't see the pr
cafeteria, but I think ads in the classroom would be highly distrac
the classroom has to be a place in which you can easily concent
there's a possibility most students will pay more attention to the
the ads contain is highly important. Ads in schools shouldn't adv
alcohol, cigarettes, or even movies. I haven't seen any ads arou
don't get any.

2/16/2011
Demi S
Bradley/Nimitz, Irving/Tx

Speaking from the perspective of a student, I can say that I woul
symbols around my school, especially if they brought in more mo
situation, many teachers are facing the probability of being let go
stress on clubs within the school and athletic teams. Some say t
that advertising only distracts students from what they should be
statement to an extent. I will admit that it could be distracting for
districts to chose wisely when making their decisions upon what
schools and how they go about doing it. For instance, I do not th
videos and placed within the classroom are acceptable because
grabbing and would negatively effect the learning environment. I
but I do believe it is up to the schools to know how to properly re
placing the ads within the school. I can say that I would much ra
then be forced to see my favorite club, teacher, or athletic team r
issues.

Related News
1/10/2011
Clear Channel sets sights on 4 APS schools
KOB-TV 4
1/6/2011
Gov. Christie signs bill allowing advertisements on school buses
The Star-Ledger
12/16/2010
Los Angeles Schools to Seek Sponsors
The New York Times
10/18/2010
Schools open lockers to advertising
The Indianapolis Star-Tribune
9/30/2010
Notes to parents to soon have ads
Salem News
9/23/2010
Seeking salvation from above
The Boston Globe
3/18/2010
Ads appear on school websites
USA Today
3/3/2006
Benefits and Costs of Channel One in a Middle School Setting and the Role of Media-Literacy Training
Pediatrics

….

What is Commercialism in Schools?
As companies seek to build brand recognition and brand loyalties at ever-younger ages,
schools have become an attractive new frontier for marketers pitching their wares.
Commercialism in schools comes in many different forms:



Direct Advertising



Sponsored Educational Materials



Contests, Samples, and Incentive Programs

After you've read about the different kinds of commercialism in our schools, find out why
commercialism in the schools is a problem.
[top] - [next] - [map]
Direct Advertising
Direct advertising can appear on school walls, school materials (such as posters or book
covers), buses, or athletic scoreboards. Such ads can be small or large, appearing on a
school lunch menu, or on a huge billboard in a hallway or on a sports field. Channel One,
the TV news and advertising program broadcast into middle schools and high schools, forces
students to watch two minutes of TV commercials every school day. Reaching 8 million
middle school and high school students each day, Channel One is the single largest form of
commercialism in schools.
Direct advertising is generally subject to approval by the principal, site-based management
committee, or school board. In many cases, schools receive cash compensation for
displaying the ads.
[top] - [next] - [map]
Public relations materials designed to look like classroom activities and lesson
plans (a.k.a. "Sponsored Educational Materials")
Public relations materials can be obviously commercial. For example, McDonald's has
students design a McDonald's restaurant. A Shell Oil video teaches students that the way to
experience nature is to drive there - stopping to fuel up your Jeep at a Shell gas station on
the way. The Shell logo appears on the screen at intervals throughout the video.
But such materials can also be more subtle. Some teachers were duped by Exxon's lesson
plan about the healthy, flourishing wildlife in Prince William Sound, Alaska, which showed
beautiful eagles, frolicking sea otters, and sea birds in their habitat. In reality, the program
was a public relations vehicle designed to help Exxon clean up its image after the Valdez oil
spill.

Sponsored educational materials reach the classroom by way of education conferences,
unsolicited mass mailings, and offers in education journals. In schools where textbooks are
old or there is no money for supplemental materials, these materials can be a popular way
for teachers to brighten a subject up. Unfortunately, many schools do not have a review
process for such curriculum materials, nor is there a national evaluation resource for
teachers to use. The state of California reviews such materials in the environmental
education field and publishes compendia broken down by subject area. Other states need to
follow suit - for all materials.
[top] - [next] - [map]
Contests, samples and incentive programs
To obtain demographic information on students and their parents, many companies sponsor
contests. Seemingly harmless in some cases, these contests require students to provide
their name, address, and other information, and often ask parents to do the same. Students
are asked to collect cash register receipts, or read a certain number of books in order to win
prizes for themselves or their school. Some of the prizes are just as commercial in nature as
the contests. In one school, students won a contest for collecting the most General Mills
cereal box-tops. The prize: cereal box mascots - the Trix Bunny and friend - came to visit
the school and encourage students to eat more sugar-laden cereal. Other prizes are less
commercial and more valuable, such as receiving computers for schools. Yet all of these
contests and incentives were established by marketers to collect information and build
brand loyalty.

[top] - [map]
Why is commercialism in schools a problem?
When the Seattle, WA, School Board proposed selling advertising space in schools as a new
fund-raising technique, citizens reacted with strong opposition. At a community meeting on
the issue, on parent said, "Schools should be all about teaching students to make their own
choices, not coercing them to buy things they don't need. Schools should not be selling my
child as a consumer to corporations."

Another said, "We need less materialism in this country, not more. To 'teach' children that
they 'need' unnecessary commercial products is morally wrong. That this is done on
commercial television is bad enough. But to do it in a public school is reprehensible."
Seattle citizens are not alone.Many educators, parents, students, and others worry that
advertising in schools adversely affects the quality of education.
With the decline of funding for public education, marketers have seized an opportunity to
gain a greater presence in schools with offers of "donations" - free or low-cost supplemental
materials, equipment, and sometimes, cash.
What's wrong with these offers?
Advertising on school grounds is not philanthropy - it's marketing.
In too many cases, advertisers are interested in nothing more than the opportunity to
market to students in a new setting. Profit, not education, is their priority.
Commercial intrusion in schools doesn't offer a solution to schools' financial woes. While
corporate offers may sound like they're worth a lot of money on the surface, schools who've
begun to accept, and even seek out these offers, find that the earnings are insignificant.
Although they have opened the doors to advertisers, many schools are left without the
textbooks, instructional materials, and qualified teachers necessary to provide students with
a top-notch education.
For example:



New York City's board of education signed contracts with companies that will place
ads on the district's school buses. The board hopes to raise $53 million over nine
years, or $5.9 million a year. In contrast, the New York City school system's annual
budget is $8 billion.



Facing a $35 million budget shortfall over three years, the school board in Seattle,
WA, proposed selling advertising to raise funds. But the $1 million per year they
hoped to raise from the advertising was not enough to convince community members
to support the plan to sell access to students to the highest bidder. After five months
of community protest, the school board rescinded the advertising policy.



Schools that are signing multi-year exclusive contracts with cola companies are
receiving as little as $3 per student in exchange for a monopoly on selling and
advertising their beverages on campus.

Corporate-sponsored academic materials have little or no educational value.
When Consumers Union collected and evaluated examples of these materials, it found that
80 percent contained biased or incomplete information, and promoted a viewpoint that

favored consumption of the sponsor's product or service or otherwise favored the company
and its economic agenda. Over half the materials studied were found to be commercial or
highly commercial.
Taxpayers fund classroom time that is being wasted on ads.
Leading the corporate rush into the classroom has been Channel One -- a twelve minute
news and advertising television program viewed daily in 12,000 middle schools and high
schools across the country.
Students in schools with Channel One are required to watch the program on nine out of ten
school days. In return for students' time, schools are loaned TVs, VCRs and a satellite dish
by Channel One.
But the time given over to Channel One is far from free. A 1998 study by Professor Alex
Molnar, director of the University of Wisconsin's Center for the Analysis of Commercialism in
Education, and Max Sawicky, an economist with the Economic Policy Institute, found that
taxpayers in the U.S. pay $1.8 billion dollars per year for the class time lost to Channel One.
Channel One's commercials alone cost taxpayers $300 million per year. The average
secondary school spends $158,000 per year on the show, $26,333 on the commercials
alone.
Commercialism in schools brings up many legal and ethical questions: Who owns the school
when it is sponsored by a particular company? Who controls the curriculum? What kind of
long-term effects will commercialism have over teaching and freedom of speech in the
classroom? Where do we draw the line?
The bottom line is that educators already face a difficult job in trying to impart a quality
education to all students. Forcing schools to rely on funding from corporate sponsorships
and marketing gimmicks will only make that job harder.
Corporations truly interested in education can and do provide non-commercial support for
the kinds of programs that really make a difference - sometimes millions of dollars for
scholarships, science and math programs, mentoring, job and internship placeme

…………………………

Commercial Advertising in Schools
As school districts across the country grapple with slashed state education budgets, many are seeking
alternative revenue streams. Lured by corporations eager to target an attractive youth market and ad agencies
interested in profiting off of the commercialization of our education system, schools are increasingly allowing
commercial advertising on their campuses.

These advertising programs often pitch unhealthy products to impressionable students, while promoting market rather than civic
values.

Allowing advertising in schools promotes the exploitation of children and hinders schools from achieving their educational and child
development mission. Corporate advertisers advance values that run counter to those schools stand for. Education should empower
students to think critically and independently and to develop intellectual curiosity.

……………………………………………….

The Future of Children, Princeton Brookings: Providing research and analysis
to promote effective policies and programs
for children.

Home » Publications » Journals
 Home
 About
 Publications
o Journals
o Executive Summaries
o Policy Briefs
o Article Summaries
o Journal Highlights

o Figures & Tables
o Author Bios
 FOC in the Media
 Events
 Webcasts
 FAQs
 Resources
 Blog
 Search

FacebookTwitterWoodrow Wilson School
Journals > Journal: Children and Electronic Media > Article: Children as Consumers:
Advertising and Marketing
Journal Issue: Children and Electronic Media Volume 18 Number 1 Spring 2008
Download
E-mail
Children as Consumers: Advertising and Marketing
Authors: Sandra L. Calvert
Print Page
Marketing in Schools
Because the proliferation of media channels has reduced the average audience size for
children's programs, marketers have turned to schools as a way to maximize their
audience for commercial messages.131 And many financially strapped schools are open
to multibillion dollar contracts with businesses. 132 Neither schools nor states typically
regulate commercial activities in schools. 133

Principals, who are often the gatekeepers to their schools, generally see
commercialism as a way to improve their schools, as well as their students'
educational outcomes. For example, one study found that high school principals in
North Carolina did not believe that their students were unduly influenced by corporate
advertising in their schools. Moreover, most principals said that they would continue
the relationship with their corporate sponsor even if funds were available for school
activities.134
The commercialization of schools includes such practices as in-school advertisements,
the sale of “competitive” foods (those from vending machines, fast food outlets, and
school fundraisers that compete with cafeteria food), and corporate-sponsored
educational materials. Efforts to counter the effects of commercial messages are
limited by children's age and cognitive level. Schools have used media literacy
programs with some success for older children, but the messages of these programs
may be muted when they are embedded in a heavily commercialized school
environment.
Television and Internet Advertisements in the Classroom
Established in 1990, Channel One broadcasts ten minutes of news designed
specifically for adolescents as well as two minutes of commercial messages (86
percent of the messages are for commercial products, 14 percent for public service
announcements) into 370,000 classrooms every school day.135 In exchange for a
captive audience of approximately 8 million U.S. school children, 136 Channel One
provides free video equipment and satellite connections to each classroom in
participating schools, many of which would be unable to pay for such technology
otherwise.137 Early on, Channel One was banned by several states, including
California, Massachusetts, North Carolina, and Washington, for promoting a
commercial atmosphere in schools.138 But students in some 12,000 schools, 38 percent
of all U.S. middle and high schools, now view Channel One, and 1,000 more schools
expect to begin airing Channel One in the next few years. 139 An associated website,
Channelone.com, is also available.140
An early content analysis of Channel One television advertisements, conducted by
Tim Wulfemeyer and Barbara Mueller, found that the most frequently advertised
products were jeans, candy, shampoo, make-up, gum, razor blades, breath mints, acne
cream, deodorant, athletic shoes, corn chips, catsup, movies, and cough drops. The
food products were all low in nutritional value. Classroom observations, however,
revealed that students paid little attention to the advertisements and chose instead to
talk, joke, and look around the room.141
Other studies, however, have found that commercials on Channel One do affect
students. Bradley Greenberg and Jeffrey Brand compared high school students who

had been exposed to Channel One for a year and a half with a control group who had
not been so exposed. They found that the students who had viewed Channel One
commercials in their classrooms evaluated the advertised products more favorably,
stated that they intended to purchase them more (though they did not in reality do so),
and had more materialistic attitudes than the control students who did not watch
Channel One. The findings suggest that viewing Channel One commercials does
influence the audience, though the effects seem to be more on student attitudes about
the products than on their purchasing behaviors. 142
According to Claire Atkinson, Channel One's advertising revenue has been declining
of late, dropping 11 percent in 2003 and an additional 12 percent in 2004. The
declines are attributable in part to the decision by Kraft Foods to eliminate all inschool marketing effective July 2003. In part because of the nation's obesity epidemic,
food marketers such as Kraft Foods and Kellogg's are repositioning their portfolios
and messages to more healthful ones, thereby undermining the financial base of
Channel One. Although still profitable, Channel One faces the additional financial
pressure of upgrading to digital equipment. 143
The company Zap Me offers middle schools and high schools fifteen computers plus
Internet connections, printers, and access to educational websites in exchange for
using the equipment for a minimum of four hours daily. In 2000, Zap Me had been
installed in approximately 9 percent (1,800) of U.S. secondary schools.
Advertisements are shown on the computer screen, and tracking equipment is
available on the computers.144 As soon as students log into the computer, the system
knows the user's age, sex, and zip code.145 Students' privacy is an issue as marketers
are able to gather very explicit information about individual product preferences,
though Zap Me claims to look at data only in an aggregate form. 146 Because of the
commercial aspects of Zap Me, some school districts refuse the free equipment. 147
Competitive Foods
Competitive foods from vending machines, snack bars, and school fundraisers are
available in schools but are not part of the federal school lunch, school breakfast, or
after-school snack program. Although a major source of revenue for schools,
competitive foods are often high in calories and low in nutritional value, thereby
creating concerns that these marketing practices contribute to the current obesity
epidemic.148 Pouring contracts, in which specific companies have exclusive rights to
sell soda, other beverages, and snacks in vending machines, are a controversial
practice in schools.149
Some three-quarters of high schools, half of middle schools, and one-third of
elementary schools have exclusive pouring contracts with a company. In return, the
schools receive a specific share of sales or incentives such as equipment once they

reach a certain level of sales. Obtaining maximum benefits from a pouring contract
thereby contributes to an increasingly commercial school atmosphere. 150
Fast-food restaurants also negotiate contracts to sell food to youth in school. Branded
fast -food restaurants such as Taco Bell, Pizza Hut, and Subway operate in about 20
percent of high schools.151 One study found that in addition to negotiating contracts
within schools in Chicago, fast-food chains placed restaurants within easy walking
distance to schools. Such placements, according to the study, expose children to foods
of poor nutritional quality, because youth consume more fat, sugars, and sugared
drinks and fewer fruits and vegetables on days when they eat at fast-food
restaurants.152
Fundraisers whose proceeds allow students to purchase uniforms or go on school trips
are also part of the marketing landscape of everyday school life, as are the logos that
companies place on uniforms, school billboards, and athletic scoreboards in exchange
for donating resources to schools.
Although pouring contracts, fast-food restaurant contracts, and fundraisers generate
substantial income and are common in middle and high schools, some state
legislatures and school districts, such as those in California, have outlawed them or
have created nutritional standards for competitive foods. 153 Some school districts now
have more stringent food standards than do federal or state laws. 154
Commercial Educational Classroom Materials
A final marketing practice within schools involves the content that children read.
Specifically, businesses donate industry-sponsored educational materials to schools to
supplement the curriculum.155 For example, students may encounter industrysponsored content such as Domino's Pizza Encounter Math or the Oreo Cookie
Counting Book.156 Such material often provides biased or incomplete information on a
topic, making it misleading at best when presented as educational material.
Media Literacy Training Programs
Media literacy training involves school-based efforts to teach children to understand
media conventions, such as advertising techniques. The programs are effective with
older children, but not with children younger than age eight, who do not understand
persuasive intent.157
In one effective consumer education program created by Donald Roberts and several
colleagues, fourth, sixth, and eighth graders viewed either The Six Billion $$$ Sell or
a control film. Children who viewed the treatment film, which taught advertising
techniques, were more skeptical about advertisements immediately after viewing the
film and were more sophisticated in understanding and applying advertising

techniques one week later. The researchers found similar, though somewhat less
strong, effects for second, third, and fifth graders who viewed Seeing through
Commercials compared with students who viewed a control film. 158
Using strategies from mediation research, another study examined an alcohol-related
media literacy program. Third graders who were exposed to the program understood
the persuasive intent of the commercials, were less interested in imitating the
characters, and had more negative views of drinking alcohol than did those in the
control group.159
Contents
 Summary
 Introduction
 Marketing and Advertising
 Content Analyses of Advertising and Marketing Practices in Children's Media
 How Marketing Practices Affect Children
 The Potential Mediating Role of Families and Parents
 Marketing in Schools
 Regulation of Marketing Practice
 Conclusion
 Endnotes
Figures & Tables
 Table 1
……………….

Report of the APA Task Force on Advertising
and Children

Introduction
Download summary & report (PDF, 617KB)
Advertising is hardly a recent human endeavor; archaeologists have uncovered signs advertising property for rent dating back to
ancient Rome and Pompeii. Town criers were another early form of advertising. As an industry, advertising did not take off until the
arrival of the various mass media: printing, radio, and television. Nevertheless, concerns over advertising targeting children
preceded both radio and television. The British Parliament passed legislation in 1874 intended to protect children from the efforts of
merchants to induce them to buy products and assume debt.
Commercial appeals to children, however, did not become commonplace until the advent and widespread adoption of television and
grew exponentially with the advent of cable television, which allowed programmers to develop entire channels of child-oriented
programming and advertising. Opportunities to advertise to children further expanded with the explosive growth of the Internet, and
thousands of child-oriented Web sites with advertising content have appeared in the past few years.
Compounding the growth in channels for advertising targeting children has been another development: the privatization of children's
media use. A recent study found that a majority of all U.S. children have televisions in their bedrooms. Many children also have
unsupervised access to computers, meaning that much of the media (and advertising) content that children view is in contexts
absent parental monitoring and supervision.
These two trends—the growth in advertising channels reaching children and the privatization of children's media use—have resulted
in a dramatic increase in advertising directly intended for the eyes and ears of children. It is estimated that advertisers spend more
than $12 billion per year to reach the youth market and that children view more than 40,000 commercials each year. These figures
represent dramatic increases over those from the 1970s.
The Task Force on Advertising and Children, responding to its charge, began by reviewing research on the impact of advertising on
children, 2 with particular attention given both to the implications of children's cognitive development for understanding the potential
effects of exposure to advertising and to specific harms that might result from exposure to advertising. There is a substantial body of
scientific evidence addressing all of these basic issues. In contrast, concerns about advertising that have emerged as a result of
new and changing technological capabilities, such as interactive forms of advertising and commercial Web sites targeting children,
have yet to attract almost any empirical study. Consequently, our research review and conclusions are largely confined to more
traditional advertising approaches, although we identify the issues in need of further research investigation within our final
recommendations.

Sponsor Documents

Or use your account on DocShare.tips

Hide

Forgot your password?

Or register your new account on DocShare.tips

Hide

Lost your password? Please enter your email address. You will receive a link to create a new password.

Back to log-in

Close