Born to Buy: A Groundbreaking Exposť of a Marketing Culture That Makes Children "Believe They Are What They Own." (USA Today)
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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Born to buy: the commercialized child and the new consumer cultureUser 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
Other editions - View all
Born to Buy: The Commercialized Child and the New Consumer Cult
Juliet B. Schor
Limited preview - 2014
Born to Buy: The Commercialized Child and the New Consumer Culture
Limited preview - 2004