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

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Scribner, Oct 18, 2005 - Social Science - 304 pages
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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 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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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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