Many firms sponsor and fund scholarships as a way of associating their brands with educational endeavours.
Reference: Samuels & Associates, ‘Food and Beverage Marketing on California High School Campuses Survey: Findings and Recommendations’, Public Health Institute, March 2006.
45 percent of Californian schools participated in scholarship programs run by food and beverage companies.
Reference: Alex Molnar, ‘The Ninth Annual Report on Schoolhouse Commercialism Trends: 2005-2006’, Tempe, AZ, Commercialism in Education Research Unit (CERU), Arizona State University, November 2006, p. 9.
Companies such as Coca-Cola, McDonalds and Wendy’s fund scholarship programs.
Reference: Toyota Motor Sales, ‘Toyota Awards $1 Million in Scholarships to 100 High School Seniors’, Reuters, 10 June 2009.
In 2009 Toyota gave 100 high school seniors college scholarships worth a total of $1 million.
Reference: Alex Molnar, ‘The Ninth Annual Report on Schoolhouse Commercialism Trends: 2005-2006’, Tempe, AZ, Commercialism in Education Research Unit (CERU), Arizona State University, November 2006, p. 9.Toyota funds fifteen $5000 scholarships for students who have excelled in environmental community service. This not only advertises the Toyota brand but associates it with environmental protection at a time when car manufacturers are being criticised for their contribution to air pollution.
Reference: Ian Robertson, ‘Coming to a school near you: The Future Shop lab’, Toronto Sun, 17 April 2009.
Future Shop provides 55 students with scholarships
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