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Studying for exams takes on commercial slant in Ghent
Studying is fun this week in Ghent as Coca-Cola holds its first 'Study Festival' for students at the Ghelamco Arena, complete with food and sports activities, reports Het Laatste Nieuws. "In the past, studying was a period of soberness and concentration," says a sociologist in the newspaper. "Now even this stage of life has not escaped commercialisation."
The commercialisation of the exam period in Belgium found its start last academic year, when both IKEA and McDonald's opened their doors to cramming students. But this year Coca-Cola takes it one step further with its festival in KAA Gent's football stadium.
Actual studying will take place in two-hour blocks from seats overlooking the football pitch. But in between the students can enjoy breakfast and lunch buffets, yoga sessions, a spot of table tennis or air hockey and, of course, a soft drink or two from the sponsor. The week ends with a DJ afterparty.
Only 100 students per day are allowed access to the event. The first group on Monday was enthusiastic: "We can motivate each other while getting pampered," they said.