Born to Buy: The Commercialized Child and the New Consumer CultureAds 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. |
From inside the book
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... Zelizer , Viviana A. Pricing the Priceless Child : The Changing Social Value of Children . New York : Basic Books , 1985 . " Kids and Commerce . " Childhood 4 : 375–396 , 2002 . Zernike , Kate . " Coke to Dilute Push in Schools for Its ...
... Zelizer , Viviana A. Pricing the Priceless Child : The Changing Social Value of Children . New York : Basic Books , 1985 . " Kids and Commerce . " Childhood 4 : 375–396 , 2002 . Zernike , Kate . " Coke to Dilute Push in Schools for Its ...
Contents
Acknowledgments | 5 |
The Changing World of Childrens Consumption | 19 |
The Content | 39 |
Ads Infiltrate Everyday Life | 69 |
The Commercialization of Public Schools | 85 |
The New Intrusive Research | 99 |
Selling Kids on Junk Food Drugs and Violence | 119 |
How Consumer Culture Undermines Childrens WellBeing | 141 |
Empowered or Seduced? The Debate About Advertising | 177 |
Beyond Big Bird | 189 |
Data Appendix | 213 |
Notes | 221 |
247 | |
259 | |
Other editions - View all
Born to Buy: The Commercialized Child and the New Consumer Cult Juliet B. Schor Limited preview - 2014 |
Born to Buy: The Commercialized Child and the New Consumer Culture Juliet Schor Limited preview - 2004 |
Common terms and phrases
activities adults Advergaming advertising to children agencies alcohol anxiety asked attitudes become behavior Boston boys brand campaign candy Center cereal Channel chil child childhood children's marketing clients Commercial Alert companies consumer culture consumer involvement Consumers Union cool corporate depression Doxley dren drugs Education example fast food focus groups girls Happy Meals Hasbro industry influence interviewed junk food Kasser KidPower kids major materials McDonald's McNeal messages million mothers National Nickelodeon obesity parents Paul Kurnit percent play Pokémon Prescott problems product placement promote psychological quote responsibility Schor self-esteem sell snacks social soft drink spend strategy sugar sumer survey Table target teachers teens Teletubbies television viewing there's tobacco toys trends tweens video games violence Viviana Zelizer Watch television well-being York youth