Advertising on School Uniforms

CRIENGLISH.com

In Kunming, capital of China's Yunnan province, a primary school has recently adopted a school uniform with a unique race car driver style. It's emblazoned with logos of internationally renowned brands, including Vodafone, Bridgestone, Shell and Ferrari.

Students in their new school uniforms emblazoned with logos of various brands Among the brands, the logo of cigarette brand "Marlboro" has aroused particular debate. According to a Kunming newspaper, Chun Cheng Evening News, a majority of students say they like the uniforms. But parents worry about psychological influences and potentially harmful effects. The headmaster sees no direct link between having the cigarettes' logo on uniforms and developing a smoking habit. A local lawyer disagrees. He says by adopting the uniform the school has violated China's Minor Protection Laws. Public opinion suggests it far better for the school to replace commercial logos with charitable ones. This could benefit students and the public alike. The press offers another opinion. Some believe commercial advertising is acceptable since companies pay for the uniforms. This can serve to help reign in tuition costs, an especially important issue for many poverty stricken students. The paper Shen Yang Today says the uniform shouldn't be legally or morally judged. He thinks it should simply be appreciated for its bright colors and unique style. Students have long hated wearing old-fashioned uniforms. Being open to new choices may help them develop a new sense of individually. An advertising executive offers his opinion in the Beijing Morning Paper. In the advertising world, the current wave of campus commercialization is seen as an inevitable trend. It's a two-way street. Advertisers seek access to campuses and students. And schools are increasingly open to outside influences as they try to find new ways of financing. Authorities at the Capital University of Economics and Business say it's natural for schools to accept commercials on campus. But they also point out authorities should be responsible for screening the ads. Only those that fit particular school settings should be allowed access. The Beijing Municipal Education Commission disapproves of for-profit commercials aimed at students. A schools primary purpose is education. Authorities should provide students with a relatively pure learning environment. (Photo Source: China Foto Press)