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Unformatted text preview: ds (New York: Free Press, 1997); Gene Del Vecchio,
Creating Ever-Cool: A Marketer’s Guide to a Kid’s Heart (Gretna, La.: Pelican Publishing, 1998); and James U. McNeal, Kids As Customers: A
Handbook of Marketing to Children (New York: Lexington Books, 1992). Some of the articles in children’s marketing journals, such as Selling
to Kids and Entertainment Marketing Letter, are remarkable documents for future historians. Two fine reports introduced me to the whole
subject of marketing in America’s schools: Consumers Union Education Services, “Captive Kids: A Report on Commercial Pressures on Kids at
School,” Consumers Union, 1998; and Alex Molnar, “Sponsored Schools and Commercialized Classrooms: Schoolhouse Commercializing
Trends in the 1990s,” Center for the Analysis of Commerm in Education, University of Wisconsin-Milwaukee, August 1998. The Center
for Science in the Public Interest has been battling for food safety and proper nutrition for more than thirty years. Michael Jacobson’s re...
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- Spring '08