Trying to turn children into customers under the guise of performing a public service is, quite frankly, about as low-down and craven as it's possible for a modern business to stoop, never mind a publisher of comic books. The practices of soft drink giants like Pepsi and Coca-Cola were written about extensively in Eric Schlosser's FAST FOOD NATION, where they offered financial incentives and resources to cash-strapped schools in exchange for promoting their products during school hours, and in this respect Marvel are acting no differently. Promoting literacy is one thing, but promoting your own products in schools at the same time is much more insidious.
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