Society has decried cigarette advertising geared towards children in recent years, forcing calls for legislation. But few activists are aware of the broad commercial bombardment students face when they enter school. Exclusive licensing rights for food and athletic products have thrust commercialism upon a defenseless student body. Big business pays big bucks to schools all around the country to exclude competitors' products from competing with theirs for students' attention. With a marketing monopoly, those companies gain a dual influence on the minds of students.
Companies tab students and enforce the notion of self-identity through consumption.
When students enter marketing-rich schools, they learn not only how to read, write and arithmeticize, but also how to be good consumers. Secondly, students identify themselves not just as consumers but as consumers of specific products. In turn, students identify themselves with the product their school seemingly endorses as a means of self-definition. We're Nike, not Reebok, like that other high school or university, the logic of an affected student suggests. Primarily because his basketball coach has ties to the company.