Teachers vs.

Welch Grape Juice

Just as a general assumption, many underfunded schools are typically the same schools
that are also underachieving. Coupling the factors of urban areas with high crime rates and little
to no security factors in place, underfunded sometimes becomes synonymous with
underachieving. However, a solution may be procured. Many corporate businesses see schools as
an area for advertisement. A public facility where the vulnerable minds of children are still being
molded that would be exposed to the public endorsements hanging around their school is an
idealistic fantasy for many CEOs of leading commercial products. On the other side of the
penny though, many adults and instructors are adverse to the effects of advertisements in such a
public area mainly because it would negate the fundamental teachings of many classrooms where
opinions established through experience is highly valued. Views that are unbiased and wholly
individual are applauded. Between the need for funds to replace budget cuts at schools and
inhibiting the development of critical thinking, many schools must choose between keeping
teachers and keeping Welch Grape Juice off the counters.
The primary concern for corporate advertising at schools is the subconscious obstruction
to develop critical thought. With advertisements flashing left and right about which commercial
brand is more suitable to your own personal needs, students would hardly be able to distinguish
between biased and unbiased thought. They are in an environment that indirectly hinders their
capacity to develop intellectual thought (saybrook.edu). Students are brought up in an
environment where they believe that using logical fallacies as a valid argument is acceptable and
that commercialism is the only suitable way lifestyle because they have been exposed to the
harmful effects of commercialized advertising from such a young age.

However, it is important to understand that there are different types of corporate

advertisement and sponsorship. Sponsorship of programs and activities is commonly used in
one-time activities that allow corporations to donate merchandise to school contests. Exclusive
agreement is seen in corporations catering full-time at a school, such as only Welch Grape Juice
offered at lunchtimes, or a certain brands basketballs used throughout the entire district.
Incentive programs are used when the corporation donates merchandise that is awarded to
students for good behavior or awards of various achievements. Appropriation of space is seen
when the sides of school buses are adorned with ads promoting local banks
(http://education.illinois.edu). All these methods and more are extremely effective in helping
schools achieve much needed funds and there have not been any documented incidents in which
commercialized advertisements have hindered a students critical thinking development. If
anything, many schools and parents have embraced corporate sponsorships by using the ads
around the school as instructional material; asking students to analyze how the ad is effective, or
ineffective in conveying the message and how, if any, subliminal messaging is detectable. As
Lillian Leopold, the Chula Vista district director of grants and communications says, take it
apart, look at what the messages are, what the unwritten messages are (Californiawatch.org).
Many parents also use the ads as a way of educating their children on the merits of choice and
selection; how to choose a product that fits you best finically and personally.
The most effective use of commercialized advertising is endorsements of sponsored
educational materials. Especially in underachieving schools, the primary concern is that all
financial means available must go towards the betterment of the students in the local area. Funds
that are attributed to updated software programming, revised textbooks, and adequate amounts of
school supplies are what are important. With advertisements that endorse additional materials to

supplement the education already provided may dramatically increase school test scores and the
motivation of the student. Advertisements of different methods of gaining supplemental help in
the core areas of education such as multiplication charts and vocabulary flash cards would not be
detrimental to the development of critical thinking, but would instead give notice to the students
to how to improve their education. The school would get more funds to better their core teaching
program, the corporate business would use their profits to improve their supplemental
educational materials, and students would improve from both the school teachings and their own
supplemental learnings.
While parents may be led to believe that corporate business advertisements may hinder
their students development of critical thinking due to the influence of bias endorsements, no
research has proven this statement. The fact stands that many underfunded schools are in need of
funds that many corporate business may provide and that the advertisements that adorn the
school banquet meetings and yellow buses are often used in school assignments regarding the
effectiveness of advertisements. Underfunded, and all too usually, underachieving schools are in
need of funds that corporate businesses may provide and supplement learning material
advertisements are helpful to the school, the business, and the student with the information that
the advertisements provide. Its a win-win situation for everyone involved.

Works Cited
Boninger, Faith, Joseph Fogarty, and Alex Molnar. "Corporate Commercialism in
Schools Threatens Critical Thinking." Corporate Commercialism in Schools Threatens Critical
Thinking | Saybrook Forum. Saybrook University, 1 Jan. 2012. Web. 28 Apr. 2013.

<http://www.saybrook.edu/forum/phs/corporate-commercialism-schools-threatens-criticalthinking>.
Clark, Kena, Mark C. Foley, Geoff Freymuth, and Kerry Rodeffer. "Commercialism in
Schools." Commercialism in Schools. University of Illinois at Urbana-Champaign, 1 Aug. 2002.
Web. 28 Apr. 2013. <http://education.illinois.edu/wp/commercialism-2002/policy.htm>.
Lin, Joanna. "Corporate Sponsorship in Schools Can Harm Students, Experts
Say."California Watch. CaliforniaWatch, 8 Nov. 2011. Web. 28 Apr. 2013.
<http://californiawatch.org/dailyreport/corporate-sponsorship-schools-can-harm-studentsexperts-say-13464>.