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Born to Buy

The Commercialized Child and the New Consumer Culture
Schor, Juliet (Book - 2004 )
Average Rating: 4 stars out of 5.
Born to Buy
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Over the last fifteen years children's spending power has mushroomed to an estimated USD30 billion in direct purchases and another USD600 billion of influence over parental purchases. Advertising and marketing has exploded alongside expenditures and now totals more than USD12 billion a year. Ads targeted at children are virtually everywhere - in schools, museums and on the internet - and strategies for capturing the child wallet have become ever more sophisticated. Marketers are intruding into a child's most private space, organizing stealthy peer-to-peer viral marketing efforts, and using high tech scientific research methodologies. in the West. By eighteen months babies can recognize logos, by two they ask for products by brand name. During their nursery school years children will request an average of twenty-five products a day, by the time they enter primary school the average child can identify 200 logos and children between the ages of six and twelve spend more time shopping than reading, attending youth groups, playing outdoors or spending time in household conversation. On the basis of first-hand research inside the advertising industry, BORN TO BUY lays bare the research, messages and marketing strategies being used to target children, and assesses the impact of those efforts.
Authors: Schor, Juliet
Title: Born to buy
the commercialized child and the new consumer culture
Publisher: New York : Scribner, c2004
Characteristics: ix, 275 p. :,ill. ;,24 cm
Statement of Responsibility: Juliet B. Schor
ISBN: 068487055X
Branch Call Number: 305.23 S734b 2004
Bibliography: Includes bibliographical references (p. 221-258) and index
Subject Headings: Child welfare United States Children United States Social conditions Child development United States Materialism Social aspects United States Advertising and children United States Young consumers United States Child consumers United States
Topical Term: Child welfare
Children
Child development
Materialism
Advertising and children
Young consumers
Child consumers
LCCN: 2004045411
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Sophisticated advertising strategies convince kids that products are necessary to their social survival.


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Version pocillo (pocillo) Last updated 2014/08/21 13:32