ABSTRACT
Research indicates that six-month-old babies are already forming mental images of corporate logos and mascots. By the time they are three years old; most children are making specific requests for brand-name products. Commercials are especially appealing to young children, who are drawn to their bright colors, fast pace, strange sound effects, and animated characters. Recognizing children's vulnerability to advertising appeals, in 1974 the Federal Communications Commission set limits on the number of ads allowed during shows aimed at kids. The 1980s were the heyday of the "program-length commercial"—by 1986, seventy toys had mutated into Television shows. In exchange for a loan of video and satellite equipment, schools is required to make the daily "news" program required viewing. Corporations have infiltrated schools at every level, ingratiating themselves with teachers by providing free study guides, magazines, posters, and book covers. Lots of corporations score public relations points by donating "free" equipment or supplies to schools.
