If you strip away the rosy language of school-business partnership, win-win situation, giving back to the community, and the like, what you see when you look at corporate marketing activities in the schools is example after example of the exploitation of children for financial gain. Over the long run the financial benefit marketing in schools delivers to corporations rests on the ability of advertising to brand students and thereby help insure that they will be customers for life. This process of branding involves inculcating the value of consumption as the primary mechanism for achieving...

If you strip away the rosy language of school-business partnership, win-win situation, giving back to the community, and the like, what you see when you look at corporate marketing activities in the schools is example after example of the exploitation of children for financial gain. Over the long run the financial benefit marketing in schools delivers to corporations rests on the ability of advertising to brand students and thereby help insure that they will be customers for life. This process of branding involves inculcating the value of consumption as the primary mechanism for achieving...