Back to school with PepsiCo stealth marketing?

by: 

Michele Simon

I recently blogged about questions regarding how PepsiCo's voluntary beverage guidelines, announced in March, would be implemented in schools given that contracts are made at the local level. Now with back-to-school in full swing, I have even more questions about how PepsiCo may be using stealth marketing techniques to gain access to that coveted captive K-12 audience.

Commercialism Corner

Digital Diversions Leave Teens, Parents Sleep-Deprived – New study shows that 80% of adolescents don’t get enough sleep, even though 90% of parents think they do. The study finds that “digital diversions,” like cell phones, are major factors of the sleep deprivation, which is supported by the finding that 4 out of 5 teens sleep with their mobile phones and wake up to respond to text messages.

Dethroning the Disney Princesses

by: 

Susan Linn, Ed.D.

According to newspaper reports, researchers are exploring links between a girlhood characterized by “princess culture,” and womanhood fraught with narcissism, materialism, and overspending. No adult behavior can be explained solely by one thing—human beings are complicated creatures. But these researchers are on to something. We pass cultural values on through the stories we tell and the toys we give to children. The messages they take away from what they see, hear, and experience contribute to their understanding of the world and how it works.

Ralph Lauren: Ganging Up on Kids

by: 

Susan Linn, Ed.D.

The inevitable late summer plague has arrived. No, I’m not talking about mosquitoes, or poison ivy, or humidity. I’m talking about the back-to-school fashion frenzy. The buzz this year is about “interactivity." Shopping is now supposed to be ever so much more than interacting with our wallets. Some stores offer shopping sprees to “haulers,” kids who show off their purchases on YouTube. Others encourage them to play disc jockey on life size MP3 players when they walk in.

Thinking About Allowing Advertising in Your School? Do Your Homework

by: 

Josh Golin

With schools facing unprecedented budget shortfalls and teacher layoffs, it’s not surprising that so many are considering what just a couple of years ago would have been unthinkable: allowing corporate advertising in their schools. The San Diego Union Tribune reports that the Sweetwater Union High School District has signed a contract with a company called 4 Visual Media Group to allow advertising on its cafeterias, hallways, and school buses.

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