Daniel Kanter

Ads in Schools: Sonic’s got it… others don’t.

The Detroit Free Press reports today that twenty Michigan public high schools are taking part in a new program to supplement their cash-strapped budgets: paid advertising on school campuses. Advertising can take the form of campus murals, ads on the schools’ websites, content sent home from school, and even allowing advertisers to talk with students and parents at school events. Alternative Revenue Development, the company behind the advertising initiative, says participating districts can earn $100,000 per year or more and hopes to get an additional 150 districts signed up.

Leaving aside that teenagers these days already spend over 31 hours a week watching television and over 10 hours a week online-- and are exposed to more advertising than they can tweet about-- perhaps the ad content itself should be afforded a bit more attention. According to the article, right along with plugs for Eastern Michigan University and Oakwood Hospital are ads for the fast-food chains Wendy’s and Sonic. Even Ponderosa, a steakhouse chain whose website sports the catchy slogan “Let the Eating Begin” above a photo of a congested platter of who knows what, got in on the action.

Oddly, parents and students seem to be taking this propaganda assault in stride. From the Detroit Free Press:

Several parents said they support the idea, so long as the ads are age-appropriate — no alcohol or tobacco ads.

But doesn't something feel a bit iffy about putting ads for fast food in school hallways? Maybe because the Center for Disease Control and Prevention reports that 18.1% of American teens ages 12-19 are obese. Or because Michelle Obama is working to develop the “Let’s Move” campaign, aimed at improving exercise programs and getting schools to adopt healthier breakfast and lunch programs.

Well played, Michigan! It should be noted that Michigan schools do have physical education and health education requirements that are lacking in some states. So, at best, the ads are giving these kids some mixed messages.

Now, I can’t blame Michigan schools for trying to pick up a few extra hundred thousand dollars by slapping up some billboards across from the lockers, especially if the extra cash allows their programs stay afloat in a budget-challenged year. But it does seem like the districts should be a tad more discerning about just who gets to bombard their students’ young, impressionable minds.

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Posted at 3:59 PM, Jun 29, 2010 in
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