Professional Documents
Culture Documents
Introduction
Someone somewhere out there is aiming to sell something to your grade-school students. It might be a technology company trying to hook students on a new computer-based video game or a non-tech soft drink company trying to sell them Coke products from school vending machines. And these companies are sharing tips with each other, such as at the "In-School Marketing 99" conference. "Marketers have come to realize that all roads eventually lead to the schools," Ed Winter, co-founder of Channel One, has said.
Large corporations such as Coca-Cola and Pepsi-Co have exclusive contracts with many schools. In return for only offering their products in the schools or districts, they donate money or other items such as scoreboards. Vernon Hills in suburban Chicago made a deal with paint-maker Rust-Oleum, to have their football stadium sponsored by the company. Many lunchrooms have corporate food sponsors. Target Stores will donate cash to schools if patrons use their credit card and have signed up do have funds donated. Some school districts have even have credit cards, Visa or Mastercard, that you can apply for and a percentage of the purchases go to the district. Smaller types of commercialism include programs often run by volunteer organizations in the schools such as Parent Teacher Organizations. They include things like collecting Campbells Soup label or General Mills box tops which can be turned in to earn money or free products. Schwanns, a frozen food home delivery company, also donates funds to schools when families have signed up with the company and purchase their items. Some schools sell coupon books or buy cards that include various discounts at local stores or restaurants. Pizza-hut and Six flags also sponsor reading programs in which they award free pizza and Great America tickets to kids for meeting certain reading goals. The students can then use the tickets. However, other family members must purchase theirs. Chicago Public schools currently engages in corporately sponsored programs such as Coca-Colas Attendance program and Pizza Huts Book-it program. Schools cooperation in these programs is sometimes optional, although the school board encourages it. These programs are on another branch of commercialism than traditional ads in school because they offer their products as incentives for students. Some schools offer fund raisers, and these can include selling candy and nuts to selling taffy apples to benefit the Pre-K program. Chicago Public schools does not allow advertisements, and does not use services such as those supplied by Channel One. Even public universities, such as the University of Illinois and other land-grant institutions, are not immune to commercialism. The U of I, for instance, is now officially a "Coca Cola school," with that company having sole rights to the vending machine sales of soft drinks. And the board of trustees has actively sought out investment and research presence by major corporations such as Motorola, which is sure to have an influence on the direction student and departmental research takes. Major computer corporations (e.g. Sun Microsystems) also fund graduate researchers in the U of Is famed electrical engineering department.