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NCTE Position Statement

Resolution on Advertising in the Classroom

1992 NCTE Annual Business Meeting in Louisville, Kentucky

Background

Proposers of this resolution warned that "commercialism has become an escalating intrusion in the classroom." Children, they said, are becoming a captive audience for advertisers. As "the most visible example," they cited Channel One, a televised news program produced for classroom viewing and containing advertising beamed at youth. Advertising in school is rationalized on grounds that commercial firms help students "by providing audiovisual materials, school supplies, sports equipment, and enrichment and extracurricular activities," the proposers said. But these advertisers use their "units of persuasion" to "lure children into buying their products and services." Be it therefore

Resolution

Resolved, that the National Council of Teachers of English oppose intrusions of commercial television advertising, such as Channel One, in the classroom;

     that NCTE seek alliances with other educational and consumer groups opposing intrusions of commercial television advertising in the classroom;

     that NCTE urge schools not to adopt programs or renew contracts involving use of materials that include mandatory exposure of students to commercial television advertising; and

     that NCTE encourage teachers and others to take appropriate counter measures to resist intrusions of commercial television advertising in classrooms and assist them in their efforts.

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