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

Front Cover
Scribner, Oct 18, 2005 - Social Science - 304 pages
33 Reviews
Marketing targeted at kids is virtually everywhere -- in classrooms and textbooks, on the Internet, even at Girl Scout meetings, slumber parties, and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Drawing on her own survey research and unprecedented access to the advertising industry, Juliet B. Schor, New York Times bestselling author of The Overworked American, examines how marketing efforts of vast size, scope, and effectiveness have created "commercialized children." Ads and their messages about sex, drugs, and food affect not just what children want to buy, but who they think they are. In this groundbreaking and crucial book, Schor looks at the consequences of the commercialization of childhood and 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 Buy is a major contribution to our understanding of a contemporary trend and its effects on the culture.

What people are saying - Write a review

User ratings

5 stars
3
4 stars
8
3 stars
18
2 stars
3
1 star
1

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

User Review  - Malcolm - Goodreads

It was a little nervousness that I picked this up – so much of the work I read that deals with marketing to children has an implicit or explicit right wing moralism that is constrained by the torpor ... Read full review

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

User Review  - Stephen - Goodreads

Juliet Shor's Born to Buy examined the commercialization of childhood. After providing a history, an overview of the tactics, and an examination the consequences, Shor argues -- pleads, as a parent ... Read full review

About the author (2005)

Juliet B. Schor is the award-winning author of The Overworked American and The Overspent American. A recognized expert on consumerism, economics, and family studies, she teaches at Boston College and lives in Newton, Massachusetts.

Bibliographic information