Food and Beverage Marketing to Children in School
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TO CHILDREN IN SCHOOL
Edward L. Palmer* and Lisa Sofio**
I. INTRODUCTION
Once upon a time, many years ago, our public schools were
centers of education. Forefathers and foremothers walked long
distances through snow, rain, mud, and the seasons to learn and
broaden their knowledge about the world. They learned and honored
the Three Rs, and as they became parents, they sought to provide
educational opportunities for their children-opportunities well
beyond those they themselves had been privileged to have and to
experience.
In the 1920s, this academic landscape began to change when
public relations frontiersman, Edward L. Bernays, brought Ivory
Soap-sponsored soap-carving competitions to public schools.' To
bolster the public image of banking institutions after the market crash
of 1929, the American Bankers Association brought educational
materials into public schools in the early 1930s.2 The drumbeat
quickened when 'he National Association of Manufacturers (NAM)
distributed its Young America Magazine to 70,000 schools in 1937.3
Touted by NAM as the vehicle for bringing the story of American
industry into those places where the story is most needed-the
school and the home, it was seen as counteracting the radical
propaganda which [was] finding its way into our American
* Watson Professor of Psychology, Davidson College. M.S. and Ph.D.
Social Psychology, Ohio University; A.B. Gettysburg College; B.D. Lutheran
Theological Seminary, Gettysburg.
** J.D. Candidate May 2007, University of California, Hastings College of
Law.
1. Deborah Stead, Corporate Classrooms and Commercialism: Some Say
Business Has Gone Too Far, N.Y. TIMES, Jan. 5, 1997, §4A, at 30.
2. See id.
3. STUART EWEN, PR!: A SOCIAL HISTORY OF SPIN 314 (1996).](ViewImageLocal?handle=hein.journals/lla39&div=9&collection=journals&method=preview&ext=.png&size=3)
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