As illustrated by the Pfizer spot, the 15-second announcements that bracket PBS kids' shows are growing increasingly commercial. Ideally, announcements should contain a value-neutral identification and a message of support for PBS , public television, or education. The Zithromax ad's exotic animal and outsized toy, meant to evoke the product's logo, also serve to make a prescription-only drug appealing to preschool viewers. The widespread use of company slogans on public television inevitably crosses into commercial territory, in violation of both FCC rules and communications law. This practice is illustrated by spots for Wishbone underwriters, who incorporate their well-known slogans into messages of support for education.
Some underwriters go even further, blatantly featuring their products as encouraging kids to learn.
It's hard to miss the implication that Alpha-Bits must be a great way to get kids excited about reading. This commercial blatantly uses the cartoon Ronald McDonald to create an animated visual link between McDonald's Happy Meals and fun. Good thing PBS 's guideline against underwriters using products and mascots to appeal to children is only a suggestion.