Over the Edge + October 12, 2005 Opinion _5 Wintergarden Roundtable ISSUE 1: Toilet Advertisements McMaster University Apologizes for Bathroom Ads HEATHER HOGAN THE SILHOUETTE (MCMASTER UNIVERSITY) HAMILTON, ON. (CUP) - When McMaster students used campus washrooms during the first week of classes, they often heard more than just the sound of toilets flushing. As they stepped in front of urinals and sat down at stalls, many students were startled by motion-sensitive advertise- ments that played the latest ring tunes offered by Rogers Communications to its cell phone customers. “Tt scared the crap out of me,’ said Shelley Gibbons, a second-year music student, when asked about the ads. A total of 38 posters with audio chips were installed in mens and women's washrooms across campus in early September as part of the telecom company’s “Live it Out Loud” promo- tional campaign. Student reaction to the campaign was swift. Not only did students complain to University officials about the ads, some disgruntled washroom-goers defaced posters with graffiti, covered motion sensors with gum, and even boarded over the ad with cardboard, Eventu- ally, the University was forced to take action. During the week of Sept. 12, the OF- fice of Public Relations received several complaints about the ads. “They were too loud and disruptive — particularly when more than one was playing at a time,’ said Jayne Johnston, associate director of public relations at McMaster University. “Zoom Media was immediately asked to remove the audio chips from all washroom facili- ties on campus.” The advertising firm finished remov- ing the audio chips from McMaster washrooms on Sept. 20. “As with any new experience, we've learned from it and now know what not to repeat, said Johnston “We extend our apologies to everyone who found the audio chips to be upsetting.’ Rogers, a client of Zoom Media, implemented the same campaign at universities across Canada, including Guelph University, the University of Waterloo, and the University of To- ronto. Zoom Media, a media company that specializes in advertising to the 18- to 34-year-old market, “is responsible for selling the advertising [space], submit- ting proposed ads to McMaster for approval, production of approved ma- terials, and installation and removal of materials on a monthly basis,’ said . Zoom Media ads appear not only on 72 Canadian campuses, but also in res- taurants, office buildings, hospitals, and golf clubs across the country. McMaster has had a business part- nership with Zoom Media since 1998 and the University receives $25,000 to $30,000 per year on average from the contract. According to Johnston, the revenues from this contract allow the University to purchase new technology for many of its classrooms— including electronic podiums, projectors, and portable microphones. Johnston also stated that McMaster’s contract with Zoom Media is in full accordance with the University's ad- yertisement and sponsorship policy be- cause it helps to provide “an innovative and stimulating learning environment for our students,’ said Johnston, She did note, however, that the Rogers campaign marked “the first time that audio chips have been requested for this use on campus. “The request was approved through the office of public relations on a trial basis to determine how it would be re- ceived by the McMaster community,’ said Johnston. Six semi-willing UNBC students give their opinions on events happening around the world While some students were stunned by the ads, others thought the posters were clever, “I think from Rogers’ perspective, it's a genius idea. On television, radio, etc., you can choose to change the sta- tion when ads come on, but it's not like you're going to go to a different wash- room if you really have to go,” said Pat- tick Villemaire, a third-year communi- cation studies and multimedia student. “They're forcing you to listen to their message, which is great from an adyer- tising perspective.’ Students expressed concerns that the ads were an invasion of privacy. “Advertising in bathrooms takes away another piece of our privacy,’ said Jason Medeiros, a third-year commerce student. “It’s bad enough telemarketers call on Saturdays, Sundays, and in the evenings. This is going too far.” Chris Buxton (left), Nic Waller (right), and Andrea Lee (unpictured) Waller: [If a toilet started talking to me] I'd be amused and then extremely upset. And then I wouldn't buy the cellphone. Lee: I don't even want people talking to me when I pee. Buxton: Advertisements should be directed towards the general public, they shouldn't be a personal thing in a personal area. Waller: It should be personalized, but not in a personal area. Buxton: No, it should be a general statement. It is eventually agreed that half of the toilets should have the advertising, and half of them shouldn't, so that if you don't want to use the toilets with advertisements, you don't have to. Lee: But what if there's a lineup? John Doe (alias) (left), Louis Gervais (middle), Tré Eaton (alias) (right) Gervais: The Governor General likes Quebec, so she is a very nice lady. ANDREW KURJATA Eaton: I'm sure the Governor General is a very nice lady, but the position is redundant and should be abolished. Doe: The Governor General can be replaced by a stuffed teddy bear. Gervais: I also think the position should be abolished... You need to have a Governor General that has some opinions, she [Jean] has an opinion and she tries to say, but people shut her up, so that shows the position is not needed. Eaton: The last thing the softest country in the world needs in another diplomat blowing smoke on our values. Michaélle Jean Sworn in as Governor General NADYA BELL CUP OTTAWA BUREAU CHIEF . OTTAWA, ON. (CUP) — Michaélle Jean, 48, took the oath as Canada’s 27th Governor General on Parliament Hill Tuesday, replacing Adrienne Clarkson as Canada’s head of state. Although her role as the Queens representative in Canada is largely cere- monial, Jean, a Haitian immigrant and French Canadian is not a typical choice for the office. National unity was a chief concern in Jean's speech. She said she would like to unite the ‘two solitudes’ of French and English Canada under common values of respect, tolerance and sharing, “We must eliminate the spectre of all the solitudes and promote solidarity among all the citizens who make up the Canada of today,’ said Jean. Jean. compared people across the country, saying Quebeckers have a flourishing culture and generous spirit, Atlantic Canadians are funny and hos- pitable, westerners honourable, and Ontario has an “impressive economic vitality.” A recent Globe and Mail poll indi- cated that Jean is much more popular in Québec than the rest of Canada ~ 71 per cent of Quebeckers said she was a good choice, compared to 46 per cent of all Canadians. In her speech, Jean said her mixed background was a symbol of the pos- sibilities open to Canadians. “The story of that little girl, who watched her parents, her family, and her friends grappling with the horrors of a ruthless dictatorship, who became the woman standing before you today, is a lesson in learning to be free.” After immigrating to Canada with her family at age 11, Jean studied Ital- ian and Hispanic languages at the Uni- versity of Montreal, eventually becom- ing fluent in five languages. Professionally, Jean was a TV jour- nalist for 18 years, hosting programs such as Le Monde ce soir and I’Edition Québécoise for Radio-Canada, and more recently, The Passionate Eye for CBC Newsworld, “As a journalist, the profession I practiced with passion and resolve, I have been a privileged witness both of a good many upheavals and of an un- precedented opening onto the world,’ said Jean. “I pledge that I will go on listening and that my curiosity will re- main keen.” The environmentand children’s rights were two areas of policy that Jean said she would focus on in her new office.