Saved by the Ad

The phrase, “Desperate times call for desperate measures,” couldn’t be more fitting.  Schools need funding.  Particularly, when it comes to F.C.C, or Fresno City College.  Many disgruntled students, unhappy teachers, and dwindling staff are now beginning to voice their complaints about the frequent budget cuts administered by the city and state.  There is hope however.   Thriving through their advertisements, these vast global conglomerates, nationwide corporations, and other businesses both large and small want to advertise their products, they have serious money, and conveniently, they find the student demographic appealing.  To clarify, willing local schools should seek sponsorship and accrue dividends through advertising, which would dramatically help us out: for one, it would benefit Fresno’s local schools in areas otherwise amputated from funding such as classes, jobs, and pay; second, advertisers that are willing should be appropriately taken advantage of; finally, education, faculty members, and school equipment are important to maintain in health from a financial standpoint anyways.

First of all, I pay enough taxes.  Too much to be denied classes from all the hacks in the district’s plummeting budget.  Plus being a Fresno City College, or F.C.C., student, I take pleasure in distinguishing myself through the very classes that I pick.  Late March, when I enrolled this year for upcoming August for example, I noticed that most classes were full and surprisingly, many were missing altogether.  Unfortunately, this had me waitlisted for two classes out of my four.  Going through the same situation as I have only to find it completely unacceptable, many students feel that the issue should be handled as soon as possible and if commercialization offers relief, then that’s the direction that they are willing to take.  Melissa Infusino, the partnerships director for a southern California district, was noted by Jennifer Medina in an article from the New York Times, stating, “this is really our way to be responsive to that reality; we need to look for other sources of revenue. As uncomfortable as it may be for folks, it's less comfortable to get rid of programs or go through more layoffs” (Medina 22). She agrees with the hot plan to seek sponsorship.

However, taking a much different approach on the whole subject, in the article called “Public school kids now a captive advertising audience?” that was written by Posnick, a member of the California Teachers Association, claims that educational institutions focusing on corporations for “financial” refuge waste their time because the payout is minimal and that it only degenerates scholar’s in the end if  “schools” encourage advertiser’s income.  Educational facilities are supposed to be absent from advertisement assailments (Posnick 34). While the fact that many marketing activities produce nominal payout however, it’s the ones that do offer a worthwhile agreement that we would consider.  For example, Los Angeles school district’s plan for offering naming rights to their stadium could add as much as $18 million for its respective community’s educational coffer (Medina 22).  Also, I understand the concern for a business’ intrusion that directly impacts the students’ healthiness.  However, Medina appeases the issue “While the district will soon begin enthusiastically pitching the sponsorships to local businesses and major corporations, they are making it clear that they have their limits. No alcohol, tobacco or firearms can be promoted. No companies that promote high-calorie or high-fat foods will get play, either (22).  Thanks to this regulation, most people shouldn’t mind dealing with advertisements around the campus especially if it meant bringing back what the lack of money has openly taken away (Posnick 34). 

             The massive companies willing to sponsor local public schools, is the next thing to consider. Wal-Mart, McDonald’s, and Time Warner, now sit in perfect position financially to help out schools willing to participate through sponsorship; these companies act as a school’s financial backer.  Schools may place advertisements on everything from lunch tray liners to floor mats to educational materials to assembly programs, as well as banners in hallways (Goodwin 34).

However, many people avoid and frowningly despise these companies, especially the bigger they get.  This is no real wonder, because oligopolies are far too close to monopolies in which proves to be a rational concern. After all, why should we feel the need to do anything to help out greedy corporations with mercenary intent?  They are going to make money regardless, is my response to that, and they are going to make it whether we want them to or not.  An amazing illustration of this can be found in a higher education book called Introduction To Mass Communication: Media Literacy and Culture; Global advertising spending for a renowned company called Procter & Gamble reached $8.5 billion in 2007 (Baran 349).  Keeping in mind that this was four years ago, imagine what money they are tossing around now.  Like the old ad by Milton Bradley from the late 1800’s suggests “He cut off his nose to spite his face” (Baran 327). This could happen to us if we’re not too careful.  In short, we can accept the help, or we can stubbornly refuse it.  Refusing it though, might only hurt us in the end.

            Finally, we can’t forget about F.C.C., and its outcry for greener pastures.  The way the plan will work is all too easy.  Normally, the city and state exclusively generate the funds for local schools around most districts.  “All money generated through the sponsorships will go to the district's general fund, although they will be earmarked to finance athletic, arts or academic programs at the donor's request” (Medina).  This won’t relieve responsibility, however, it will give the city and state a new set of options for where the accrued money could best benefit. Ms. Infusino recognizes that this won’t be an ultimate cure, nor will it eliminate this budget crisis, but it will definitely cushion this drop in dollars (Medina 22). 

            In other light, some people disagree with whole spiel.  They feel this is amoral, because it breaches the sanctity of the schools, because they feel that ads should not be allowed to impose on naïve minds, and because they have the protection of all students predominately in mind mainly when dealing with elementary school children.  However, consider that the instant students leave campus grounds they are bombarded by ads.  Also consider that once home and when watching TV or tinkering on the Internet, they are swarmed by ads yet again.  Going through an entire day without seeing advertisements can be near implausible, because they are ubiquitous within our society, culture, and economics.  Some people think they are driving a car but really though, they are driving an advertisement.  Sandi Pope, president of the Las Virgenes Educators Association couldn’t have made it more clear:

It’s sad to see commercialization of our schools, but if the state can’t fund schools, districts are forced to find their own funding sources. As long as it doesn’t interfere with instruction, … I’d rather see this happen than hear more talk about increasing class sizes, cutting jobs and cutting salaries (Posnick 34).

            The plan is natural.  Ever since the industrial age, when products first began production on a massive scale in so creating what we now acceptingly call brand names, advertisements have been omnipresent.  Taking a logical step to exploit a company’s obvious nature and behavior when it comes to their need to advertise, will save many classes, save several school benefits and services, save teacher’s jobs, and even save city and state all the headaches from this arduous budget crisis. So let’s galvanize an available money stream that many are beginning to catch on to (Medina 22).  It’s an option worth investigating and can maybe benefiting local public schools in the end, this is definitely an option worthy of further investigation and consideration for instigation; – maybe then we could be saved by the ad. –

Works Cited

Baran, Stanley J. Introduction To Mass Communication: Media Literacy and Culture. 6th ed. New York: Mortimer,  (2010). Print.

Medina, Jennifer. "Los Angeles Schools, Facing Budget Cuts, Decide to Seek Corporate Sponsors." New York Times 16 Dec. 2010: 22. Academic Search Premier. EBSCO. Web. 4 May 2011.

Posnick, Sherry-Goodwin.  “Public school kids now a captive advertising audience?” California Teachers Association. CTA. Mar. 2010. Web. Apr. 2011.