University of Saskatchewan
  University of Saskatchewan

B.M.O.C. (Big Man on Campus) Wears A.A.! 2 February 1951. University and college students have long been a recognized and desired marketing demographic. Students from higher socio-economic backgrounds have been traditionally overrepresented on Canadian university campuses, and despite limited personal incomes and high tuition fees, many have enough disposable income to warrant the close attention of off campus businesses. Businesses with a keen interest in students include clothiers, jewelers, vendors of sports equipment, bookstores and stationers, and merchants dealing in such products as calculators, typewriters and personal computers. Despite the time needed for classes and preparation, students are seen as having enough free time and interest in socializing to be an important market for restaurants, bars and nightclubs, musical and theatrical performances, and sports events.

University students are also seen as future high income consumers and attempts are made to attract their loyalty to brands during their student years. The promotion of brand loyalty among students is well reflected in the abundance of cigarette brand advertisements in student newspapers when smoking was more socially accepted. Corporations also often use display ads in college papers to recruit graduating students.

Player's Please...Because They’re Double Fresh!         I Like Rolling My Own with MacDonald's Fine Cut.

Student Posters Posted at Convocation Hall, University of Saskatchewan.  1943.

The Student gallery reproduces print advertisements found in the University of Saskatchewan student newspaper The Sheaf and the university yearbook The Greystone. Both publications were founded in 1912. The selections represent a wide range of products and services, and a variety of advertising strategies and targets. Some of the ads were locally produced in Saskatoon; others were placed by agencies as part of larger national or regional campaigns and likely appeared in similar publications at other Canadian universities.



For a display of student posters at the University of Saskatchewan
Student Experience website please visit:


Our society’s values are being corrupted by advertising’s insistence on the equation: youth equals popularity, popularity equals success, success equals happiness.
- John Fisher, The Plot to Make You Buy. New York:
McGraw Hill, 1968. p.117.
University of Saskatchewan Archives Copyright© 2008. All Rights Reserved.