We're big fans of Lisa Ray, founder of
Parents for Ethical Marketing and her
Corporate Babysitter blog. She kindly gave us permission to share her recent blog post about the brouhaha regarding the latest attempts by corporate advertisers and ad brokers to win their way into school systems. Here's Lisa's post:
Minnesota's In-School Advertising Controversy Moves to National Stageby Lisa Ray, Corporate Babysitter
Advertising in public schools is back in the news as School Media’s (sic), a new Coon Rapids, Minnesota-based company, begins to pitch their in-school advertising and locker-wrapping services to area schools, including Centennial School District:
Centennial schools may soon tout everything from Crayola crayons to Nickelodeon’s “Dora the Explorer” on their lockers.
Centennial School District was scheduled to vote on using School Media’s services a week ago, but didn’t [pdf]:
Advertising in Schools: Superintendent Stremick shared the feedback received on advertising in the schools. Discussion followed. Board would like gather more feedback from community and district staff before proceeding further. No School Board action was required.
The story hit the AP wire and got the attention of FOX & Friends, a morning talk show on the FOX News Network. Their producer contacted me while they were considering doing a segment on the topic. They’ve since postponed it but asked to contact me again “as the story develops.”
Advertising in schools, called a “sacred cow” by the National School Public Relations Association, has long been debated as schools struggle to find solutions to their funding problems. (See also: Will new Minnesota legislation invite corporate interests into the classroom?) These are especially tough times for schools, who have been put in the position of coming up with their own creative solutions to the problems created by state and federal governments and/or mismanaged school districts (depending on who you ask).
Enter corporate marketers like PepsiCo or ad brokers like the now-defunct Bus Radio or School Media’s, who bring funding solutions to schools in a seemingly win-win situation: The schools get to hire the teachers they need, and the companies make a profit. So what’s the harm?
The harm has been documented in reports by the Commercialism in Education Research Unit at Arizona State University since 1998:
It is easy to understand why marketers would target children. They influence their parents’ spending, they spend a lot of money themselves, and when they develop preferences for brands in childhood, their loyalty often lasts a lifetime. Because children spend so much time in schools, corporations pursue access to them . . . . For their part, school districts, especially those facing higher costs and shrinking budgets, often see advertising as a potential source of additional funds. Some are also attracted to advertising and marketing activities because they believe that participating in such activities demonstrates goodwill toward the business community.
. . . Overall, marketing activities in schools actively threaten high-quality education by causing psychological, health-related, and academic harm to students. Commercial activities offer children experiences primarily intended to serve the sponsors and not the children themselves; they are therefore inherently “mis-educative,” because they promote unreflective consumption rather than critical thinking and rational decision making.
Emphasis mine. Corporate advertising messages in schools are in a direct conflict with the purpose and goals of education. Watch Nickelodeon! while researchers and educators are trying to encourage kids to move away from screens and into books. Eat Doritos! and Drink Pepsi! while nutritionists and district food services are working desperately to teach good eating habits and stem obesity.
Why don’t companies pursue placing ads in front of parents, instead? District websites, for example, are probably more frequented by adults than children. Could it be that it’s more cost-effective to influence a child — with years of spending power ahead — than it is to try to persuade adults to change their buying habits?
Children are easier targets, indeed.
As a parent who advocates for ethical marketing, I often hear the counterarguments: If you don’t like the ads, just turn off your television/don’t allow that website/don’t read those magazines. And that’s just what I do.
But I can’t keep my kids out of school.
Here’s a comment from a Facebook posting I read (status is private so you’ll have to trust me) about School Media’s wrapped lockers:
Locker ads are especially offensive to me. That locker is the closest thing a student has to a personal space while at school. It’s an anchor to personal sanity in an otherwise hectic, depersonalizing environment.
CCFC’s Josh Golin offers some advice to districts considering working with in-school advertising companies in Thinking About Allowing Advertising in Your School? Do Your Homework.
More from the Commercialism in Education Research Unit:
Policy and Statutory Responses to Advertising and Marketing in Schools (2010)
Click: The Twelfth Annual Report on Schoolhouse Commercialism Trends: 2008-2009
At Sea in a Marketing-Saturated World: The Eleventh Annual Report on Schoolhouse Commercialism Trends: 2007-2008
Adrift: Schools in a Total Marketing Environment. The Tenth Annual Report on Schoolhouse Commercialism Trends: 2006-2007
The Ninth Annual Report on Schoolhouse Commercialism Trends: 2005-2006
Empty Calories: Commercializing Activities in America’s Schools (2005)
Virtually Everywhere: Marketing to Children in America’s Schools (2004)
No Student Left Unsold (2003)
What’s in a Name? The Corporate Branding of America’s Schools (2002)
Buy Me! Buy Me! (2001)
Commercialism@School.com (2000)
Cashing in on Kids (1999)
Sponsored Schools and Commercialized Classrooms (1998)
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