If you strip away the rosy language of aschool-business partnership, a awin-win situation, a agiving back to the community, a and the like, what you see when you look at corporate marketing activities in the schools is example after example of the exploitation of children for financial gain. Over the long run the financial benefit marketing in schools delivers to corporations rests on the ability of advertising to abranda students and thereby help insure that they will be customers for life. This process of abrandinga involves inculcating the value of consumption as the primary mechanism for achieving happiness, demonstrating success, and finding fulfillment. Along the way, abrandinga children a just like branding cattle a inflicts pain. Yet school districts, desperate for funding sources, often eagerly welcome marketers and seem not to recognize the threats that marketing brings to childrenas well-being and to the integrity of the education they receive. Given that all ads in school pose some threat to children, it is past time for considering whether marketing activities belong in school. Schools should be ad-free zones.62. American Beverage Association (2010, March 8). Alliance school beverage guidelines: Final report. Retrieved January 9, 2013, from http://www. ameribev. org/nutrition-science/school-beverage-guidelines/; Wescott, R. F., Fitzpatrick, B. M., anbsp;...
|Author||:||Alex Molnar, Faith Boninger|
|Publisher||:||Rowman & Littlefield - 2015-07-30|