School budgets are under a lot of pressure in many places, mostly due to the still stagnant economies at the state and local levels. So, what can be done to make up for the lost revenue? How about selling naming rights to the cafeteria? Or renting the building out as a film location? Schools have been plastering advertising all over their football stadiums for years and I remember a few years back that a Colorado district was selling ads on the sides of their busses. One school system in Texas is earning "millions" with a Dr. Pepper billboard on top of one of it’s schools. Why not bring it inside the building?
There are, of course, plenty of people who will object to this kind commercialism, but it’s way too late to protect kids from advertising. All of us are saturated with marketing pitches day and night, with the exception of those savvy enough to avoid it (or at least some of it).
So, slap McDonald’s name on the gym, The Gap’s logo on the Auditorium and Advil’s banner on the science labs. However, devote some of that new cash to the creation of a good media literacy curriculum to help kids understand the crap being thrown at them. They – all of us – need it desperately!