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Born to Buy : Commercialized Child and the New Consumer Culture

Born to Buy : Commercialized Child and the New Consumer Culture - 04 edition

ISBN13: 978-0684870564

Cover of Born to Buy : Commercialized Child and the New Consumer Culture 04 (ISBN 978-0684870564)
ISBN13: 978-0684870564
ISBN10: 0684870568
Cover type: Paperback
Edition/Copyright: 04
Publisher: Charles Scribner's & Sons
Published: 2004
International: No

List price: $17.00

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Born to Buy : Commercialized Child and the New Consumer Culture - 04 edition

ISBN13: 978-0684870564

Juliet B. Schor

ISBN13: 978-0684870564
ISBN10: 0684870568
Cover type: Paperback
Edition/Copyright: 04
Publisher: Charles Scribner's & Sons

Published: 2004
International: No
Summary

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 Times bestselling 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 American and 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.

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