Born to Buy: The Commercialized Child And The New Consumer Culture - Couverture rigide

Schor, Juliet B.

Couverture rigide

ISBN 10 : 068487055X ISBN 13 : 9780684870557

Editeur : Simon & Schuster Ltd, 2005

Synopsis

Book by Schor Juliet B

A propos du livre

Présentation de l'éditeur :

Over the last fifteen years children's spending power has mushroomed to an estimated $30 billion in direct purchases and another $600 billion of influence over parental purchases. Advertising and marketing has exploded alongside expenditures and now totals more than $12 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. Together, these trends have led to a pervasive commercialisation of childhood 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.

Revue de presse :

"Born to Buy is so grounded in appalling data about both kids and advertising companies, it has the effect of making even the most TV-and-advertising-wary parents among us realize that we haven't been half vigilant enough."
-- Amy Bloom, O, The Oprah Magazine

"An artfully argued, important expose."
-- BusinessWeek

"A wake-up call."
-- Los Angeles Times

À propos de cette édition

• Éditeur: Simon & Schuster Ltd
• Date d'édition: 2005
• ISBN 10: 068487055X
• ISBN 13: 9780684870557
• Reliure: Relié
• Nombre de pages: 256