[OPINIONS]
page 12
February 10th, 2012
cartoon by Jeremy Harker
Selling Senior Year How Jostens is making a fortune off of East High’s seniors by Ty Wagner
J
ust a few short weeks ago, a short, blonde, charismatic man stood in front of the entire senior class, and espoused a truly enlightening philosophy which has changed my life forever. This well trained professional reached into my soul and tugged at my heartstrings, unleashing a cascade of riveting emotions. He preached, “Martin Luther King stood up for what he believed, Helen Keller persevered, and Gandhi changed the world; and when you buy a class ring you can too.” He lamented, “My best friend died in an alcohol induced fire at a graduation party; thus you should buy a pencil holder to signify responsibility.” He explained “Our rings signify the attainment of your greatest goal, graduation, which is exactly why we remove hundreds of students from class time multiple times a year to sell them.” While these are not direct quotes they are the ludicrous and hypocritical messages propagated by his employer, Jostens, a company which peddles graduation goods such as gowns, class rings, t-shirts, sweatshirts, key rings, tassels, and graduation announcement letters, year after year during senior class meetings- or should I say senior class
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infomercials. Jostens exploits high school students through disingenuous advertising, detract from valuable class time, and represent the void of critical, independent thinking and blind consumerism which has infected our society.
Student Stupidity
I sincerely apologize to those reading who were willing to shell out 400 plus dollars for a class ring. Not because I think you are stupid and vain (I do), but because you truly got ripped off. Why would anyone want to walk around with a gaudy, ugly, super bowl-esque ring, championing their ability to maintain a 2.0 GPA during high school? Worse than that are the generic hoodies, sweat pants, and T-shirts which brand you as “senior, 2012” and nothing more. I imagine that’s exactly how you want to be known during your freshman year of college, and the rest of your life. So I ask how is it that countless students fall into Jostens’ expertly designed trap year after year to the tune of millions and millions of dollars?
We are Jostens’ most ideal prey.
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America the Capitalist
Students are easily swayed by consum-
Rants “I hate h ow som eo seem to never be f the deans just in a goo like you d mood get in tr .I ouble fo – Tina C r breath ts arter, Se ing.” nior
t e no r a s p swee ake you l l a h l like ey just m ss at all e e f “I d. Th go to cla e d e o ne ant t late.” w t no ou’re n, Senior y n whe Lawso h -Nija “ The all th Senior S h a wha t hot at irts wer e t all. $ – Tac ?” 10.0 not 0… helle for Gran t, Se nior
erism, tending to believe that no event is complete without materialism. Each momentous occasion in the average Americans life comes complete with presents: birth, birthday’s, Christmas, Bar Mitzvah’s, sweet 16’s, graduation, college graduation, anniversaries, marriage, giving birth, your kids giving birth, all the way to death. In other words, American Students are a ridiculously easy demographic to sell to. Effortlessly influenced by the promise of greater idealism along with instant gratification, we are Jostens most ideal prey. Unfortunately, our school has made it clear they are more comfortable with feeding us to the wolves.
A Rotten Deal
After my first exposure to Jostens at the junior class meeting, while annoyed, I felt appeased with the assumption that they must be paying the school for the privilege of advertising to its students. However, Jostens just happens to offer a slightly better deal to students than its only competitor. The school doesn’t see a dime. This is so far removed from any other American business practice to verge on absurdity. There is no freedom of
choice for students, nor healthy competition or fair transactions. It fails all the essential facets of the American Economy. Yet our students and school continue to stand by while Jostens stomps on what makes this country great.
Harnessing Idealism
I propose a boycott on all Jostens products with the exception of caps and gowns, until Jostens ceases its faulty advertising practices, and gives our school the compensation it deserves. Until these concessions are made we will continue to mar one of the proudest moments of our lives with corporate corruption. However, we should not throw out all of Jostens messages. Just like Gandhi, MLK, and Mandela, each of us should strive to achieve our goals and change the world for the better after graduating. However, I beg you to remember that each of these people achieved greatness WITHOUT a class ring on their fingers. Let’s show Jostens how to really make a difference.
Raves “Lisa Smith’s Healt h and Medical class is Legit. I wo uld definitely suggest that all ju iniors & seniors take it.” -Hannah Burelson , Senior
is putm a e t l al asketb he stats, my B s y o “ The B ork. Check t w ting in inning.” w Senior team is ius Cardoza, etr – Dem
at we’re h t t c a f e “I love th ser & closer to clo getting r ion!” graduat l Williams, Senio tel - Shawn
by Deaunna Bridgeforth