Born to Buy: A Groundbreaking Exposť 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
35 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.

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

User Review  - Ryan Glass - Goodreads

Well researched and well stated, but the divergent directions kept me from devoting my full attention to the author's point. It may be tough to write about this without inspiring emotions that are disruptive to the reading process, though. Read full review

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

User Review  - Brett Hinton - Goodreads

An average book that is showing its age a decade later. While the principles are certainly true and are ideas that we are trying to implement in our own family, I found it to be something I read because I felt like I needed to, but never really enjoyed it. 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.

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