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Born to Buy: The Commercialized Child and the New Consumer Culture (2004)

de Juliet B. Schor

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325479,522 (3.83)3
Ads targeted at kids are 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, author Juliet Schor 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 revelatory 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 (Granta), Mary Pipher's REVIVING OPHELIA (Vermillion) and Malcolm Gladwell's THE TIPPING POINT (Abacus), BORN TO BUY is a major contribution to our understanding of a contemporary trend and its effects on the culture.… (més)
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Un libro fondamentale per comprendere il ruolo della pubblicità e del marketing all'interno della comunicazione mediatizzata e diretta a bambini, preadolescenti e adolescenti. Da leggere! ( )
  briolini1113 | Feb 5, 2014 |
A solid, well-written book exploring consumerist culture and its impact on our children, who are advertised to nearly everywhere they go, and spend very little of their life advertising free. ( )
  Devil_llama | Apr 25, 2011 |
Although at times the book was a bit rough to plod through (while I find statistical analysis to be pretty interesting, it's still hard to read about it in a book), it was a very interesting and enlightening expose on all of the marketing that occurs that targets children.

I found it somewhat frightening how pervasive marketing towards children is, I had heard of soda contracts in schools, but had no idea that marketing agencies pay lots of schools to show a commercial TV channel as a supplement or replacement to morning announcements. (Fortunately, ChannelOne is and has been banned in NY, so I got ad-free, student produced announcements over the intercom.) The fact that this marketing intrudes in parts of children's lives that they can't avoid really shows how eager Big Business is to ensnare children into the consumerist culture at a young age. And proves that we can't rely on the age old argument that the parents are to blame.

My favorite part of the book are Ms. Schor's suggestions for improvement. Government regulations (or a ban) on marketing that targets children, the possible taxation of advertisements are great ideas, although I'm sure that, with Big Business putting so much money in all of our nation's leader's wallets, these will never come to fruition.

But until then, people can turn off their TVs, read a book, or go outside and play. There are a plethora of activities that can get children away from the mind-numbing influence of advertisements while still providing them with entertainment. ( )
  lemontwist | Dec 28, 2009 |
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For Krishna and Sulakshana,
my wonderful children
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The United States is the most consumer-oriented society in the world.
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Ads targeted at kids are 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, author Juliet Schor 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 revelatory 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 (Granta), Mary Pipher's REVIVING OPHELIA (Vermillion) and Malcolm Gladwell's THE TIPPING POINT (Abacus), BORN TO BUY is a major contribution to our understanding of a contemporary trend and its effects on the culture.

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