新闻英语：智利学生课本植入广告被禁

屈联西

  2011年04月11日 中国日报网-英语点津

　　智利教育部长近日表示，自明年起将禁止任何形式的产品广告出现在学生课本中。此前当地媒体有报道称，智利一些学生课本中包含有关果汁、银行以及手机等产品的植入广告，这对学生今后的消费选择会有很强的暗示作用。据悉，这些课本其实自2002年就一直存在，智利教育部长此前也表示，学生每天都接触大量的电视和街头广告，课本中出现植入广告或许也是在教育学生如何甄别广告。不过，因为在媒体报道后，课本植入广告引起了全国性的争议，所以决定全面禁止。
　　The ads were included within sections of the books where students were taught about publicity and advertising。
　　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。