A Legislative Failure To Fully Fund Schools Anti-Advertising School Bus Ads Would Have An Insidious Effect

Anyone who’s walked down a grocery store aisle with a first-grader knows that advertising on school buses would be a bad idea.

“Get this one; it’s cheesier.” “No, mom, Trix are for kids.” Happen down the beer aisle and you’ll hear a throaty “I love ya, maaaaaaannnnn,” as you pass the Bud Light display.

Is there any doubt that advertising has an insidious and permanent effect? It’s more likely a grade-schooler knows McDonald’s makeup of a Big Mac (thanks to Charles Barkley) than the capitals of the 50 states. “Two all-beef patties, special sauce …” - even you know the rest.

Television and radio advertising dominates young children’s lives. It entertains them, invades their vernacular and shapes their values.

And to some extent, it’s avoidable. Parents can turn off the TV set, pop in a cassette rather than listen to the radio in the car.

But the Washington Legislature’s misguided attempt at fund raising - allowing advertising on the sides of school buses - guarantees that no message will be lost on captive young minds.

However, it does more than that. It indicates a surrender to the dark side and a clear sign that education funding is being relegated more and more to back-seat status. It’s a case of too many legislators and school officials looking for a quick solution to a current problem - school funding.

Despite Spokane Republican Rep. Duane Sommers’ eagerness for “self-supporting schools,” funding of schools is the Legislature’s constitutional obligation - something Sommers may want to reacquaint himself with. Washington state already is woefully deficient in funding education properly; now, its leaders want to pass off the responsibility to Pepsi and the Power Rangers.

Supporters of the school-bus ad plan blithely are ignoring dozens of problems. Can small towns compete with Spokane for advertising dollars? When local schools are dependent on private funding sources for important income, how will they deal with pressure from those advertisers when it comes time to take bids?

And just think about the potential: If a school bus is an appropriate advertising medium, how about football fields? School hallways? School uniforms by Nike?

Just don’t do it. Legislators should put their time and effort toward finding a legitimate, ethical way to fully fund Washington’s school system. Some things aren’t for sale. Children’s minds and education’s integrity should be on that list.

, DataTimes MEMO: For opposing view, see headline: A way of raising much-needed funds

The following fields overflowed: SUPCAT = COLUMN, EDITORIAL - From both sides CREDIT = Anne Windishar/For the editorial board’s dissenters