February 28, 2012: School districts would be allowed to place advertising on the outside of school buses if a new bill, SB 1295, is approved by the legislature, reports Jim Sanders of the Sacramento Bee's Capitol Alert.
Introduced by Republican Senate Leader Bob Huff (R-Diamond Bar), the bill would also allow districts to decide on how to spend any revenue raised by selling the ads.
"We're looking at a way for districts to find another source of funding without placing additional burdens on taxpayers," said Bill Bird, spokesman for Huff. Advertising outside school buses would get maximum exposure because the vehicles travel throughout the district every weekday, Bird said.
According to the Campaign for a Commercial-Free Childhood, a national coalition of health care professionals, educators, advocacy groups, Texas, Arizona, Colorado, Tennessee, Massachusetts, New Jersey, Utah, Nevada and New Mexico have adopted similar laws in an attempt to find additional funds for financially strapped school districts. Six other states (IN, KY, FL, MO, NY, RI, WA) are considering laws to allow ads on the outside of buses.
On February 16, 2012, Morgan Smith of the NY Times reported on Humble Independent School District in Texas that recently started selling ads on its school buses:
The proliferation of companies that act as a middleman between districts and would-be advertisers, has made it simpler for schools to get into advertising. Companies offer an attractive proposition for schools — in exchange for what usually amounts to a cut of 40% of the profits.
Districts have the ultimate say over what ads they accept, but the ad companies handle all the work in between, including graphic design.
Easier access to advertisers may not always translate to a more thoughtful process for schools, however.
“There doesn’t seem to be a real handle on the part of the school districts for what they are getting into,” said Faith Boninger, a researcher with the National Education Policy Center at the University of Colorado at Boulder, who studies how advertising in schools affects students.
Having advertisements in schools is not consistent with the teaching of critical thinking, Ms. Boninger said. And what is being sold — fast food, for instance — can run counter to subjects being taught, like nutrition. She added that the polarized gender stereotypes and materialist perspectives that may come with exposure to advertisements had been shown to harm students’ self-esteem.
“It’s a nice thing for a company to get into schools because they are really getting this market young and vulnerable,” she said.
In addition, Texas schools’ success with advertising has varied, but the districts may not be getting as much revenue as they had hoped.
A February 2012 report from Public Citizen, a non-profit consumer advocacy group founded in 1971, examined the advertising programs in 25 of the largest school districts. The group found that no program reported raising more than $250,000, which made up 0.03 % of the school system’s overall budget.
Written for California's Children by Elizabeth J Carlyle.
Read more here: http://blogs.sacbee.com/capitolalertlatest/2012/02/california-senate-ads-public-school-bus.html#storylink=cpy
Recent Comments