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News > October 28, 2003

Teaching Commercialism

By Jim Hightower

Remember the field trips you took in elementary school—maybe to the fire department, a farm, a radio station or other places where you learned a bit about how things work?

Well, now those old-fashioned field trips are being updated … and commercialized. Why send kids to the farm when we can send them to Petco, the national chain that sells animals to kids? Teachers bring classes into the local Petco outlet, where the kids hear a talking parrot, see an exotic lizard, pet a puppy … and get coupons for free goldfish. “By the weekend,” says a Petco official, “at least 10 [of the kids] will be here with their families to show them what they got to see—and to redeem the coupon.”

Good grief … they’re turning field trips into come-ons for tiny shoppers, teaching the crass art of consumerism. If we let this go on, they’ll be taking the tykes into toy stores next. Too late. Toys “R” Us already is hosting school field trips, offering a “mighty minds” tour of the store that lets students use the toys, puzzles, art supplies and other goodies for sale there.

This branding of young minds has become its own industry, with companies like the Field Trip Factory operating as go-betweens to link local schools with corporate chains. This one company set up 3,300 of these student tours at Petco stores last school year.

Obviously, the chains get access to impressionable little buyers who’re conveniently delivered to them by their teachers—no advertising campaign could match that. But what do the schools get? In these times of cutbacks in school budgets, they get a prepackaged, cheap outing for their classes. As one school official happily exclaimed about the corporate jaunts, “We can provide kids with experiences at no cost.”

No cost? The cost is in the integrity of the educational experience and in the commercialization of our children. To help stop it, get support behind the Parents’ Bill of Rights being circulated by the watchdog group Commercial Alert. Call 503-235-8012.
Jim Hightower is the author of Thieves in High Places (Viking 2003). He is also a well-known populist, editor of The Texas Observer and former Texas Comissioner of Agriculture.

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  • Reader Comments

    Also, what about all those Coke machines? Our kids need those candy and soda machines out of their schools.

    I know they need money but obseity is killing us. Corporate advertising out of schools.

    Posted by Tony on Oct 28, 2003 at 4:05 PM

    If schools wants to help businesses market their products to children, they should at least make sure the company has a good reputation and is not being sued for cruelty to animals, as PETCO is.

    People for the Ethical Treatment of Animals (PETA) constantly receives complaints from PETCO customers and employees who are concerned about sick and neglected animals at PETCO stores nationwide. The complaints, which are detailed on PetcoCruelty.com, show not only that PETCOís own ìguidelinesî for animal care arenít being followed, but also that basic state anti-cruelty laws are being violated. Animals are consistently deprived of the bare minimums required by law, including adequate food, water, veterinary care, and a humane death. Conditions are so bad that has filed a lawsuit to bar PETCO from selling animals there because of ìthe cruelty and pattern of brazen violations.î

    Obviously, PETCO is not the type of company we want to teach children to respect and support. Hopefully schools will scrutinize companies more carefully in the future.

    Sincerely,

    Heather Moore
    Staff Writer
    People for the Ethical Treatment of Animals (PETA)

    Posted by Heather Moore on Oct 28, 2003 at 5:56 PM

    I remember going to the police station when I was in 3rd grade. In 6th grade, we were taken to a Jelly Belly Factory for a field trip. We got coupons.

    Posted by Robby Russell on Oct 28, 2003 at 6:28 PM

    Teachers.... bring your Kids down to the Adult Video Megaplexxx. 

    The adult video industry takes in at least $800 million a year according to Forbes magazine.  A big part of that is the “amatuer” market, which is a great model for teaching kids about do it yourself entrepenuership. 

    Every kid leaves with a coupon, redeemable on his 18th birthday for a free rental. 

    Posted by Joe on Oct 28, 2003 at 7:17 PM

    The commercialization of ‘our children’ is not restricted to the elementary level.  The number of donations made by big-business to the nation’s colleges is also responsible for the the mis-education of much of America.  The universities don’t shy away from donations because that would be just bad business - and in return, they are pumping out commercialized drones to be a part of the big business machine.  What ever happened to the cries against being just another brick in the wall?

    Posted by ryan on Oct 28, 2003 at 7:46 PM

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