智利學生課本植入廣告被禁
智利教育部長近日表示，自明年起將禁止任何形式的產品廣告出現在學生課本中。此前當地媒體有報道稱，智利一些學生課本中包含有關果汁、銀行以及手機等產品的植入廣告，這對學生今後的消費選擇會有很強的暗示作用。據悉，這些課本其實自2002年就一直存在，智利教育部長此前也表示，學生每天都接觸大量的電視和街頭廣告，課本中出現植入廣告或許也是在教育學生如何甄別廣告。不過，因爲在媒體報道後，課本植入廣告引起了全國性的爭議，所以決定全面禁止。
Chilean Education Minister Joaquín Lavín joined Chileans nationwide in rejecting the use of advertisements and product placements in school textbooks.
Lavín’s response follows a nationwide uproar after a story run on the state-approved textbooks featuring jingles and ads for fruit juices, banks, and cell phone companies, among others.
The ads were included within sections of the books where students were taught about publicity and advertising. However, experts have pointed out that exposing children to advertising can have very strong effects on consumer choices later on. Lavín suggested textbook writers include fake brand names and advertisements to achieve desired goals.
“Any text that makes a reference to advertisements should not allude to specific brands,” reads the letter that Lavín sent to the education ministry’s curriculum and evaluation unit. According to Loreto Fontaine, national coordinator of the unit, Lavin’s request would take effect beginning next year.
Despite his reaction, Lavín noted that he was surprised by how quickly the story became a scandal. “They are the same books that have been distributed since 2002,” said Lavín. “Chilean children are always exposed to television ads and street posters. Maybe part of their education is teaching them how to defend themselves from this constant bombardment.”
Mariana Aylwin, who served as education minister in 2002, said that she was not aware of the advertisements during her administration, and that the topic was not present when her office evaluated the content of textbooks.
However, Aylwin agreed with Lavín on the incorporation of fake ads. “It is obvious that they should use imitations and not actual brands,” she said.
