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Example research essay topic: Public School Systems Coca Cola - 1,842 words

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... especially fond of any cartoon and film characters, the tie-in products are bound to reach high sales. This interconnection between media and advertising is a real vicious circle or maybe, more aptly, perpetual mobile. Media propel advertising industry, which, in turn, boost the popularity of television and cinema productions.

One campaign over, the cycle recurs perpetuating the continuity of profit influx from this mutual co-operation. However clever these techniques are, the most effective, dangerous and morally questionable is the subliminal advertising, which strikes directly brains of receivers. This kind of subconscious influence used to be experimentally exerted on the soldiers of U. S Army to induce aggressiveness in them. It consists in inserting single flashes of images into the flow of the picture. They are emitted for such short moments that it is impossible to register them with the naked eye.

The images may be of various types, from scenes involving toys to those of erotic contents. To confirm the effectiveness of this type of advertising one of the American universities carried out an experiment, which was applied to a group of young men and women. They were shown a film with several insertions of Coca-Cola ad during the show. The result proved that the beverage, which was most often bought during and after the film, was Coke. This experiment backs up the theory of helplessness against the power of advertising. While most of the adult population is able to recognize some ways and means of emptying their purses, children cannot see through the criss-cross of complicated tactics devised to make business on their credulity.

For this reason ethical doubts arise concerning cunning marketing to children and teenagers. The reservations entering the agenda in the discussion over children advertising are manifold; they span ethics, economy, and society. Among many wrongs made by commercials, the most blatant require marking. Advertisement campaigns waste enormous sums of money and are actually in their majority useless for public. Besides, some people view them as crimes because of lie and suspicious persuasion that is so common today. Especially serious charge is that of promoting isolation and racism.

It is due to the segregation of products according to the criterion of targeting precise contingents of customers. The unquestionable fact is that increased market segmentation-more and more toys designed exclusively for girls or boys; for blacks and Asians-discourages kids from playing with those not like themselves (McLaren). Whereas racial prejudice is not so visible on European markets, gender stereotypes are. Especially toys create boundary between toys for girls and toys for boys.

G. I. Joe, for instance cannot play with Barbie in childs mentality. Furthermore, kids set terms of acceptance based on the brand of clothes their mates wear, toys they play with, and overall external appearance. If someone does not fulfill the conditions of acceptance he or she is pushed outside the group.

Kids advertising only exasperates the childish preconceptions by selling fashion, associations ad stereotypes attached to products. If you buy the newest Nintendo computer game you are cool. If you eat Kellogg cereal you are healthier and so on; examples multiply ad infinitum. It is indisputable that marketers failed to shun prejudice in their products. Apparently, stereotypes concealed in commercial transmissions may seem quite innocent at first sight.

Nevertheless, taking into account how easily children surrender to the entrenchment of associations, it should be realized that these stereotypes will be imprinted on childrens minds and carried into adulthood. Mike Sealers, former president of Kids-R-Us, a major American clothing store, was caught saying: if you own this child at an early age, you can own this child for years to come (Cassey). So it appears that the imprinting of stereotypes is a deliberate means of acquiring a customer. A good example constitutes a series of Barbie doll advertisements in which all the incarnations of the doll are slim, posh, good looking ladies usually furnished with luxuries of various assortment. Moreover, the doll itself may be considered a luxury, as they are quite expensive. It cannot be denied that this ad conveys mainly materialistic values.

Advertising is surely pertinent to development of global enterprises and media. Nonetheless the youngest generation should be guarded against its overwhelming impact. The arguments of people, who do not see any harm in marketing to children, holding that ever man has free will and it is parents who have means of protecting their offspring against the influence of marketing, are invalid. Nowadays parents are simply incapable of guarding their kids against exposure to commercials.

The General Accounting Office has investigated numerous companies and their advertising practices. Most of these companies are offering great benefits to our public school systems. One company offers free computers; another offers free Internet access as well as any new wiring needed. One company, K-III, even offers free TVs and VCRs. K-III recently bought Channel One and has been offering educational news programs, as well as all of the equipment needed to view the show. Channel One has some positive advantages for public school systems.

The owners provide our schools with needed TVs and VCRs. They also provide any high school or middle school which signs up with them for a three-year contract all of the needed cable hook-ups, a satellite dish and all of the needed wiring. They even maintain all of the equipment. For donating all of this equipment free of charge, K-III ask the schools to have all students watch their daily news show.

The show lasts for 12 minutes each and every day. During the news show Channel One attempts to keep our children informed about current issues and events of the day. Watching a 12 -minute telecast does not sound like a very high price to pay considering all of the needed equipment K-III has donated. Why so much upheaval? For all of the advantages we gain from Channel One, quite a few drawbacks are found. One of the major disadvantages, the material shown during this 12 minute broadcast, has been brought to the attention of the Federal Government.

There is news shown during this broadcast, for 58 % of the time allotted (Channel One Emphasizes Ads over Knowledge). The newscasts our tax dollars are paying for last for a total of roughly six and a half minutes. For the remainder of the 12 -minute broadcast they televise Ads, a news quiz, promotional activities, music, and banter between the anchors (Channel One Emphasizes Ads over Knowledge). During those six and a half minutes of news, they show news for only 20 % of the time (Channel One Emphasizes Ads over Knowledge). The rest of the time, Channel One shows sports, weather, and natural disasters (Channel One Emphasizes Ads over Knowledge).

More than 40 % of the teens in the United States watch Channel One every weekday morning. That is more than the viewers for the Super Bowl (The Center for a new American Dream). To advertisers this is an untapped gold mine. The companies advertising on Channel One pay the price for that air, too. For a 30 second spot, advertisers pay between $ 185, 000 and $ 200, 000 (Study Says Commercialism Rampant in Public Schools). Commercials aired on Channel One range from clothes and shoes, beverages, and even movies.

Movies being advertised are not a major problem. However, considering Channel One is shown in middle schools, as well as high schools, the same broadcast is shown for the entire network. The problems have risen due to some of the content of the advertisements. Some of the movies advertised include very violent content. K-III Communications have advertised movies like The World is not Enough, the latest, and some have said the most violent, James bond movie (Study! Says commercialism Rampant in Public Schools).

Pat Ellis, Education director for Obligation, Inc. , a child advocacy and media watchdog, was quoted as saying, The ad for The Mummy was filled with gun violence, deaths, and even a hanging scene (Study Says commercialism Rampant in Public Schools). In defense of the program, Channel One spokeswoman Claudia Peters dismissed the research results as irrelevant. Channel one, she said, has been evaluated and reviewed by educators in 12, 000 schools nationwide and renewed at a rate of 99 %. A recent study by the Institute for Social Research at the University of Michigan found that 93 % of all teachers would recommend Channel One to other schools and teachers (Channel One Emphasizes Ads over Knowledge). Over the last three years, many school districts have signed contracts with soft-drink giants like Coca-Cola and PepsiCo, in which vending machines in hallways function as glowing billboards for their brands. A math textbook published in 1995 by McGraw-Hill and approved for use in about 15 states names many consumer products, including Gatorade, Sega and Sony video games and Nike sneakers, in its problems.

McGraw-Hill said it received no compensation for the use of the corporate names (Hays). The Nation described a 10 -year, $ 8. 4 million contract signed in 1997 with Coca-Cola by School District 11 in Colorado Springs, Colorado, which requires the district to sell 70, 000 cases of Coke products per year. The article quoted a letter written by a top District 11 official to school administrators, urging them to increase sales of Coke in their schools to meet sales goals. The letter "instructed principals to allow students virtually unlimited access to coke machines and to move the machines to where they would be accessible to students all day. Commercial activities in U.

S. public elementary and secondary schools have been growing in visibility throughout the last decade, a period characterized by tightened school budgets. As visibility has increased, so have concerns about commercial activities that generate cash, equipment, or other types of assistance and their potential effects on students learning and purchasing behavior. Big business spends over $ 2 billion dollars a year on advertising directed at children, over 20 times the amount spent just ten years ago (Reese). Mr. George Miller stated it best when he said, Lets not pretend this is childs play.

This is not some benevolent effort to give away computers. This is a cold, calculating effort to make customers out of children (Hays). Advertisement is around us and there is no escape from it. Advertisement should not have such a big influence on childrens brains; therefore, psychologists should first determine which advertisements cause negative effects on children and then find the ways to change this situation. Children are our future and they should not be subject to a negative informational influence. Bibliography: Casey, Jim.

Advertisement in our Homes, James & Sons Publishers, 1994 USA: New Report Examines Commercialism in Schools, L. Hays, New York Times, September 14, 2000 Cassey Allan. Make your school an ad free zone. Adbusters magazine 13 January 2000 web Kline, Stephen. Out of the Garden: Toys and Childrens Culture in the Age of TV Marketing, Chicago: University of Chicago Press, 1999 McLaren, Carrie. Review of Out of the Garden: Toys and Childrens Culture in the Age of TV


Free research essays on topics related to: coca cola, public school systems, mcgraw hill, public schools, one company

Research essay sample on Public School Systems Coca Cola

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