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Advertising in Public Schools

Listen to this Commentary!

By Rebecca Rojer

Recently the freshman in my school missed classes to go to an assembly called "Making High School Count." Expecting information on college prep, I was surprised when the booklet handed out had more advertisements than study tips. For every page of content there was a full page of ads. Take page seven: "Six Tips for Success."

The example on the page about test-taking skills is in a modest typeface. But opposite that is a full-page ad for Head and Shoulders shampoo. Giant bubble letters reading "share great hair" spread the width of the page. The two smiling teen models in bright colors quickly distracted me from the test-taking tip: "eliminate obviously wrong answers." In the end, "outstanding dandruff protection" was as much on my mind as tips to pass my next math test. Am I the only one who sees a problem with that?

Then the speaker called up a few volunteers to demonstrate statistics about college-bound students. As a reward, he gave each one a package of Mentos Mints, while reciting the jingle, "Mentos, the freshmaker." After that little "commercial break," I stopped paying attention.

I have no doubt that corporate funding has improved many schools, but should the advertisements for their products march into our classrooms? We already see so many ads on TV and the Internet. Schools should teach kids how to see through the bombardment, not become a part of it.

How much harm can one little brochure and product pushing speaker do? A lot I say. It makes me lose trust. How can I believe what someone is saying when I know they are trying to sell me something? Advertising at school is a whole different situation than at home. The product has the school's endorsement. And it has the student's undivided attention. Compared to math class, advertisements are a welcome distraction. It gets worse. We're not only handed free logo book covers and textbooks with ads, but we even watch drug company sponsored health films.

Schools should bar advertising instead of encouraging me to become a brainless consumer dictated by clever ads and commercials. Please, no freebies in assembly for me.

I'm Rebecca Rojer.

WBGO Host Back Announce: Rebecca Rojer comes to us from Youth Radio New Jersey, a collaboration between Columbia High School, WBGO FM, and Youth Radio in Berkeley, California.