Chrysler
with AFT, ASCD
Developed by Meredith Corporation
Linked to reading campaign publicized in Ladies Home Journal and other popular magazines

Chrysler Learning Connection: Read to Discover
(Gr. K-8):
To promote literacy; "Celebrates reading as a source of fact and fun and as an aid to clear thinking and sound decision-making."

This is the second phase of an ongoing program begun by the sponsor in 1992 to promote reading. Program consists of a video, a 4-color poster with TG, and 5 reproducible activity sheets. Students are encouraged to read under different categories, such as reading for facts, reading for fun, reading to aid decision-making, and reading to clarify thinking.

Coupon on take-home letter allows parents to obtain free version of program and enter a drawing for their school to win a $1,000 library grant.

Low commercialism with qualifications. While Chrysler ads appear in the special magazine supplements directed at parents, the classroom components are basically commercial-free. The Chrysler Learning Connection logo occurs discreetly on activity sheets and other components, but there is no mention of cars or Chrysler in the text.

McDonald's
with American Library Association
Developed by Scholastic Inc.

All-American Reading Challenge
(Gr. 3-7):
Program aims to "encourage and reward children who book some time together with their parents, siblings, grandparents, or other family members "by being `a springboard' for encouraging kids to read over the summer."

Students are given sheets with three coupons each for McDonald's food. The coupons become valid when they have read ten books and is signed by a parent or guardian. Back of sheet encourages students and families to read, make projects like bookmarks, and watch television shows that jibe with the program.

Free "All-American Meal" from McDonald's for every ten books students read.

Highly commercial. Basically an advertisement for McDonald's and to a much lesser extent, Scholastic. Students get to use the free meal coupons for every ten books they read and are encouraged to ask for more coupons when they use up the initial three they receive. Reader aids (such as TV shows) are all produced by either McDonald's or Scholastic, and are advertised on the back of the student piece.

Minute Maid/
Coca-Cola
Developed by Scholastic Inc.

Minute Maid Summer Reading Program
(Gr. 1-6):
A one-time program designed to "encourage children to read a book a week during their summer vacation."

Invitations to participate sent to teachers via Scholastic magazines.

Kids got certificates of achievement and book covers for reading eight books.

Highly commercial. Promoted Minute Maid products. Students in participating classes received "cents-off coupons for Minute Maid products." Developer claims sponsor's purpose was to increase its support of, and connection with, Reading is Fundamental (RIF). Sponsor donated ten cents to RIF for every coupon children redeemed.

Pizza Hut

BOOK IT! National Reading Incentive Program
(Gr. K-6):
"Designed to motivate children to read with a combination of three powerful incentives - praise, recognition, and pizza."

Invitations to participate come through teachers.

Teachers set monthly reading goals, and students are awarded certificates when they reach the goal.

Highly commercial. An annual event. Teachers set monthly reading goals for students. Students receive free pizzas and award certificates through their local Pizza Hut for meeting their reading goals. Classes where all students meet their monthly reading goals in 4 out of 5 months can get a class pizza party at Pizza Hut. Promotes eating at Pizza Hut. Pizza Hut logo appears on award certificates. Students must go to a Pizza Hut to redeem their certificates and rewards--pizzas.

Toys `R' Us
Developed by Scholastic Inc.

Geoffrey's Reading Railroad
(Gr. 1-2):
"To encourage children and families to spend more time reading together."

Part of a program that promotes literacy. Students sign up for the "railroad" trip and earn points towards class prizes.

Prize for reaching book goal is a free book at Books `R' Us, a new line from Toys `R' Us. Also a sweepstakes prize where class can win visit from Howie Mandel and Bobby from Bobby's World.

Highly commercial. Sponsor's name and trademark character
on all materials and character is incorporated into title. Materials contain coupons good only at sponsor's stores. Prize involved with product, since free book points are only redeemable at Books `R' Us, a new line from Toys 'R' Us. Marketing vehicle for new product line.