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

Schor, Juliet B.

ISBN 10: 068487055X / ISBN 13: 9780684870557

Edité par Scribner, 2004

Dust Jacket Not Included. N° de réf. du vendeur mon0000262980

Synopsis :

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. 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.

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.

Détails bibliographiques

Titre : Born to Buy: The Commercialized Child and ...
Éditeur : Scribner
Date d'édition : 2004
Reliure : hardcover
Etat : Acceptable