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

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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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It is high time for this book! A bedside table "must read" book for all parents today!

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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." 

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