BLACKBOARDS AS BILLBOARDS

AS BRAND NAMES INVADE THE CLASSROOM, KIDS LEARN ECOLOGY WITH EXXON AND SPELLING WITH TACO BELL

Susie's day at Anyschool, U.S.A., begins with a geography lesson in which she locates major cities according to where Tootsie Rolls are made and sold. Then she turns to her reading: if her class makes enough progress in The Berenstain Bears at the Teen Rock Cafe, they will win a party at the local Pizza Hut. Her science lesson--Scientists and the Alaskan Oil Spill--comes to her courtesy of none other than Exxon.

In today's classrooms, corporate logos and learning often go hand in hand. A 1995 report by Consumers Union found that many of America's 43 million school-age children are being...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!