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It describes how advertisers build a “total advertising environment” by blending editorial content with ads and extending campaigns through video games, social networking, and mobile devices. It highlights concerns about targeting through low-nutrition food marketing amid childhood obesity worries. It also notes measurement challenges and recommends increased accountability via an FTC marketing registry to enable impact studies on marketing to children and youth.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/the-twelfth-annual-report-on-schoolhouse-commercialism-trends-2008-2009/583395/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/the-twelfth-annual-report-on-schoolhouse-commercialism-trends-2008-2009/583395.png","ImageObject",300,407,{"name":92,"@type":93},"Jake","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-30","2026-10-15",true,{"@type":102,"interactionType":103,"userInteractionCount":44},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What is the report’s main focus on schoolhouse commercialism?","Question",{"text":112,"@type":113},"The report focuses on how marketing and advertising within schools and digital venues subtly shape children’s socialization toward commercialism-related values.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How does the report describe the role of digital media in advertising to children?",{"text":117,"@type":113},"It describes a “360-degree” strategy that targets children through digital interactions with brands across virtual worlds, social networks, and instant messaging, including outside school.",{"name":119,"@type":110,"acceptedAnswer":120},"Why does the report call for a marketing registry for advertisers to children?",{"text":121,"@type":113},"It argues that accurate data on marketing to children is difficult to obtain, making it hard to assess impact and self-regulation; a registry would support accountability and enable impact studies.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},583395,1792273297,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":44,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145,"preview_page_count":4},962084928904,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","| Click:\u003Cbr>The Twelfth Annual Report on Schoolhouse Commercialism Trends: 2008-2009\u003Cbr>Alex Molnar and Faith Boninger, Arizona State University Gary Wilkinson , University of Hull, Hull, England Joseph Fogarty, Corballa National School, County Sligo, Ireland\u003Cbr>September 2009\u003Cbr>CERU |COMMERCIALISM IN EDUCATION RESEARCH UNIT |  |  |\n| --- | --- | --- |\n| Education Policy Research Unit (EPRU)\u003Cbr>Division of Advanced Studies in Education Policy, Leadership, and Curriculum Mary Lou Fulton Institute and Graduate School of Education Arizona State University\u003Cbr>P.O. Box 872411, Tempe, AZ 85287-2411 Telephone: (480) 965-1886 E-mail: [epsl@asu.edu](epsl@asu.edu)\u003Cbr>[educationanalysis.org](educationanalysis.org) | \u003Cbr>Commercialism in Education Research Unit (CERU)\u003Cbr>Education Policy Studies Laboratory\u003Cbr>Mary Lou Fulton Institute and Graduate School of Education Arizona State University\u003Cbr>P.O. Box 872411, Tempe, AZ 85287-2411 Telephone: (480) 965-1886 E-mail: [epsl@asu.edu](epsl@asu.edu)\u003Cbr>[educationanalysis.org](educationanalysis.org) | Education and the Public Interest Center (EPIC)\u003Cbr>School of Education, University of Colorado Boulder, CO 80309-0249 Telephone: to (303) 447-EPIC\u003Cbr>Fax: (303) 492-7090\u003Cbr>Email: [epic@colorado.edu](epic@colorado.edu)[ ](epic@colorado.edu)[http://epic](http://epicpolicy.org)[policy.org](http://epicpolicy.org) |\n| ● Suggested Citation:\u003Cbr>Molnar, A., Boninger, F., Wilkinson, G., and Fogarty, J. (2009) . Click: The Twelfth Annual Report on Schoolhouse Commercialism Trends: 2008-2009. Boulder and Tempe: Education and the Public Interest Center & Commercialism in Education Research Unit. Retrieved [date] from [http://epicpolicy.org/publication/Schoolhouse-commercialism-2009](http://epicpolicy.org/publication/Schoolhouse-commercialism-2009) |  |  |\n\nThe annual report on Schoolhouse Commercialism trends is made possible in part by funding from Consumers Union.  \nClick:  \nThe Twelfth Annual Report on Schoolhouse Commercialism Trends: 2008-2009  \nAlex Molnar, Faith Boninger, Gary Wilkinson, and Joseph Fogarty  \nExecutive Summary  \nAs part of their efforts to create a ―total advertising environment,‖ companies continue to aggressively market in school to children and youth. Advertisers now routinely blur the boundaries between editorial content and advertising in an effort to thoroughly infuse childhood with marketing messages. The goal of creating a total advertising environment has been brought closer to reality through the exploitation of digital venues such as video games, social networking websites, and cell phones.  \nThis year‘s report considers how marketing and advertising subtly help shape children‘s socialization into values associated with commercialism. Although commercialism isn‘t explicitly included as part of the curriculum, it is taught subtly in school environments that include marketing and advertising. As marketing messages promote particular products, they simultaneously promote values that validate and support commercialism.  \nUsing a ―360-degree‖ marketing strategy that actively measures children‘s digital interactions with brands for purposes of further targeting, marketers create brand presence for children to interact with in the virtual worlds, social networks, and instant messaging environments they visit and to take with them when they go offline. Much digital advertising to children takes place outside of school; however, schools serve as a significant portal to digital marketing media and reinforcer of the messages they carry.  \nCompanies marketing foods of little or no nutritional value are at the cutting edge of digital marketing to children. This is worrisome because of growing concerns about childhood obesity. Overconsumption of foods high in fat and sugar has already become an obvious problem, one very likely made worse by the pervasive marketing of these products to children.  \nBecause accurate data about marketing to children, especially in schools, is difficult to com","cbCaii5WWy06KAKe","https://ap.wps.com/l/cbCaii5WWy06KAKe","pdf",711753,41,"English","# Executive Summary\n# Introduction","[{\"question\":\"What is the report’s main focus on schoolhouse commercialism?\",\"answer\":\"The report focuses on how marketing and advertising within schools and digital venues subtly shape children’s socialization toward commercialism-related values.\"},{\"question\":\"How does the report describe the role of digital media in advertising to children?\",\"answer\":\"It describes a “360-degree” strategy that targets children through digital interactions with brands across virtual worlds, social networks, and instant messaging, including outside school.\"},{\"question\":\"Why does the report call for a marketing registry for advertisers to children?\",\"answer\":\"It argues that accurate data on marketing to children is difficult to obtain, making it hard to assess impact and self-regulation; a registry would support accountability and enable impact studies.\"}]","The Twelfth Annual Report on Schoolhouse Commercialism Trends: 2008-2009 | PDF",1792047015,103]