cajoling kids to like food and beverages that are associated with “cool” imagery amounts to training them to buy into the marketing of all the unhealthful stuff they’ll be bombarded with for the rest of their lives
Branding that reaches out to children inside the educational system, however, is a reliable source of outrage. When a report card is accompanied by a Happy Meal offer, or a bus ride to school includes radio ads for “90210,” it freaks people out. The advocacy group Campaign for a Commercial-Free Childhood slammed both those efforts.
His first deal involved getting the Disney character Doug onto cartons. According to Milk Media, milk consumption in participating schools rose as much as 34 percent (and the percentage of 2-to-11-year-olds watching “Doug” rose “dramatically” in cities where the schools used the branded cartons).
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