Tony Overman/The Olympian
Olympia High School senior Colin Christensen makes his way through the cafeteria's snack line Tuesday afternoon surrounded by brand-name advertising. "Schools need money from somewhere," said classmate Eleise Moore. "And if someone wants to grab my attention with a big Pepsi sign, good luck."

Advertising in schools sparks sharp debate

Some decry ads; others say students not influenced

ALMA D. SHARPE THE OLYMPIAN

OLYMPIA -- The presence of business logos and advertising in schools leads to poor eating habits, better opportunities for extra-curricular activities, unethical levels of commercialism, and needed dollars for school programs.

The parents, teachers and students who spoke at a Capital High School forum Tuesday night were divided on whether the influence of businesses in local schools is positive or negative.

Many, like Olympia High School teacher Dave Eby, said most high school students know the difference between advertising and what they hear in the classroom and are not influenced by the presence of a business logo in the school cafeteria.

"We're shortchanging our kids; they can make their own decisions," said Eby, who advises Olympia High's student marketing student organization, DECA.

He said that without the business support, DECA students would be unable to attend regional, state and national conferences.

"These experiences help students become better organized and practice effective time management," he said.

That teachers are worried about losing the support of businesses is proof of how far schools have allowed the private sector to affect students' education, said parent Gretchen Steiger.

"We've stepped down a slippery slope, and we're now dependent on this money," she said.

"I'd be happy to send money with my son to keep sodas out of our schools every day."

Olympia School District officials put on the forum as the first step in a discussion that could lead to changes in how the district deals with commercialism. The current district policy hasn't been revised since 1962.

Board member Russ Lehman pushed for the forum as a way to help administrators determine the value of having businesses help schools and what impact that has on students.

Some of the 70 people at the meeting said businesses contribute to the cost of extra-curricular activities that would go unfunded otherwise through donations, sponsorships and product gifts.

Others argued schools should protect children from the commercial advertising that comes with the sale of candy and sodas on campus.

Parent Jack Brummel said he was offended by the fact that his child's reading achievements at Washington Middle School earned him three T-shirts featuring the Coca-Cola logo.

"At a minimum, this is a challenge to sound nutrition," he said. "In schools, commercialism is replacing the quest for knowledge with the quest for more stuff."

Several speakers cited research pointing to the effects of sodas and junk food on child obesity.

Other said the gap expected in the school district's budget, stemming from state cuts and increased costs will grow wider if schools reject the thousands of dollars they now receive in donations from businesses for school activities and other projects.

Dan Ryder, a senior at Olympia High School and member of the school's DECA organization, said the activities funded by local businesses provide students with the opportunity to learn new skills and business experience.

"Why don't we focus on educating parents who should be the ones monitoring their children's eating habits," he said.

Luke Noble, a Capital High School student, said using business money to fund education sends the wrong message to the public.

"We're telling our taxpayers that they don't need to pay for it," he said.

Jim Greiger, a representative of the Coca-Cola Enterprises' Northwest division, said the company has made many investments in local schools and in schools around the country in the form of computers, scholarships, support for athletics, and teacher training.

He said he supported individual schools making their own decisions about what is the appropriate level of exposure students have to business logos and advertising, and said he disagreed sodas are detrimental to students' health.

"Soft drinks are a source of energy and help keep children hydrated," he said.

Brita Butler-Wall, of the Seattle-based Citizens' Campaign for Commercial-Free Schools said parents and educators need to be educated about the motivation of businesses that provide financial support for schools.

"They are a Trojan horse, people coming in promising a free lunch and then ask, 'by the way, where can I put my logo,'" Butler-Wall said.

Alma D. Sharpe covers education for The Olympian. She can be reached at 754-4226 or asharpe@olympia.gannett.com.

What's next

The Olympia School Board will next discuss commercialism in schools during its April 22 meeting. The meeting will be held at 7 p.m. at the former John Rogers Elementary School, 2001 26th Ave. N.E., Olympia. For information call 360-753-8850.

On the Web:

- Olympia School District

- Capital High School

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