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Born to Buy The Commercialized Child and the New Consumer Culture

ISBN-10: 068487055X
ISBN-13: 9780684870557
Edition: 2004
Authors: Juliet B. Schor
List price: $25.00
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Description: Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television.  More...

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Book details

List price: $25.00
Copyright year: 2004
Publisher: Scribner
Publication date: 8/24/2004
Binding: Hardcover
Pages: 288
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 0.990
Language: English

Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Companies are enlisting children as guerrilla marketers, targeting their friends and families. Even trusted social institutions such as the Girl Scouts are teaming up with marketers. Drawing on her own survey research and unprecedented access to the advertising industry, New York Timesbestselling author and leading cultural and economic authority Juliet Schor examines how a marketing effort of vast size, scope, and effectiveness has created "commercialized children." Schor, author of The Overworked Americanand The Overspent American,looks at the broad implications of this strategy. Sophisticated advertising strategies convince kids that products are necessary to their social survival. Ads affect not just what they want to buy, but who they think they are and how they feel about themselves. Based on long-term analysis, Schor reverses the conventional notion of causality: it's not just that problem kids become overly involved in the values of consumerism; it's that kids who are overly involved in the values of consumerism become problem kids. In this revelatory and crucial book, Schor also provides guidelines for parents and teachers. What is at stake is the emotional and social well-being of our children. Like Barbara Ehrenreich's Nickel and Dimed,Mary Pipher's Reviving Ophelia,and Malcolm Gladwell's The Tipping Point,Born to Buyis a major contribution to our understanding of a contemporary trend and its effects on the culture.

Tables and Figures
Author's Note
Acknowledgments
Introduction
The Changing World of Children's Consumption
From Tony the Tiger to Slime Time Live: The Content of Commercial Messages
The Virus Unleashed: Ads Infiltrate Everyday Life
Captive Audiences: The Commercialization of Public Schools
Dissecting the Child Consumer: The New Instrusive Research
Habit Formation: Selling Kids on Junk Food, Drugs, and Violence
How Consumer Culture Undermines Children's Well-Being
Empowered or Seduced? The Debate About Advertising and Marketing to Kids
Decommercializing Childhood: Beyond Big Bird, Bratz Dolls, and the Back Street Boys
Data Appendix
Organizations
Commercial Alert's Parents' Bill of Rights
Notes
References
Index

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