There are rumblings from the across the border to the north. A Canadian publisher has succeeded, by dealing with individual principals and teachers, in getting a thirty-two page exercise book called "The Educational ABC's of Industry" into Ontario schools. The glossy, multicolored work book provides a rundown of the alphabet. For $7,800 a page, an advertiser was permitted to buy a letter.
Thus, in the book, C is for Orange Crush, G is for General Motors, M is for Milko, and O is for Oxo. Or with a little different approach: H is for Health, So Keep Face-Elle on hand, It's Canada's finest, the Softerized brand.
All went well until the children came home singing the jingles. Then the parents began to complain.
Officials of the Ontario Department of Education said that they did not know anything about the publication or how the booklets had found their way into the classrooms. They said that advertising material was, in fact, banned from classrooms by law.
As a result of the controversy caused by the booklet, Mr. and Mrs. John Kiernan of Toronto withdrew their daughter from the third grade at St. Basil's Separate School "because she was spending her time copying the slogans." Mrs. Kiernan commented, "We were surprised and annoyed. It smacks of brainwashing."
(New York Times May 12, 1960)