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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." 

Review: Born to Buy: A Groundbreaking Exposť of a Marketing Culture That Makes Children "Believe They Are What They Own." (USA Today)

User Review  - Laura - Goodreads

Very interesting! Read full review

Born to buy: the commercialized child and the new consumer culture

User Review  - Not Available - Book Verdict

Like Susan Linn's recent Consuming Kids (LJ 3/15/04), Schor's work decries marketing to children, who by kindergarten can on average identify 200 logos. ... Read full review


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