Branded: The Buying and Selling of Teenagers
Generation Y has grown up in an age of the brand, bombarded by name products. In Branded, Alissa Quart illuminates the unsettling new reality of marketing to teenagers, as well as the quieter but no less worrisome forms of teen branding: the teen consultants who work for corporations in exchange for product; the girls obsessed with cosmetic surgery who will do anything to look like women on TV; and those teens simply obsessed with admission into a name-brand college. We also meet the pockets of kids attempting to turn the tables on the cocksure corporations that so cynically strive to manipulate them.
Chilling, thought-provoking, even darkly amusing, Branded brings one of the most disturbing and least talked about results of contemporary business and culture to the fore—and ensures that we will never look at today's youth the same way again.
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About the Author:
From Publishers Weekly:
Tara Sivec is a USA Today best-selling author, wife, mother, chauffeur, maid, short-order cook, baby-sitter, and sarcasm expert. She lives in Ohio with her husband and two children and looks forward to the day when all three of them become adults and move out.
After working in the brokerage business for fourteen years, Tara decided to pick up a pen and write instead of shoving it in her eye out of boredom. She is the author of 24 books ranging from Romantic Comedy and Romantic Suspense to Psychological Thriller and Erotic Romance. Her novel Seduction and Snacks won first place in the Indie Romance Convention Reader's Choice Awards 2013 for Best Indie First Book and she was voted Best Indie Author in the Indie Romance Convention Reader's Choice Awards 2014.
In her spare time, Tara loves to dream about all of the baking she'll do and naps she'll take when she ever gets spare time.
For the readers still waiting for a substantive follow-up to Naomi Klein's No Logo, this is the book. Quart, a former media columnist for the Independent, follows the bread-crumb trail from the Fourth Annual Advertising and Promotion to Kids conference (no joke, unfortunately) to the mechanics of "peer-to-peer marketing," product placement in video games and the ever-escalating parties of the "bar mitzvah showcase." She hones in on teens' delicate self-fashioning and how it's manipulated for profit by adult "teen trendspotters" who insinuate themselves into the lives of "Influencer" teens in order to cop "youth buzz." Quart is brilliant on the world in which teens "obsessed with brand names feel they have a lack that only superbranding will cover over." She gets great quotes in her first-person encounters with her mostly female subjects, giving the book real voice. And Quart's analyses-of teen movies, SAT tutoring (to improve scores and pose college choices as brands), teen SUV ownership and the role of parents-are sharp and funny. Her exploration of how teens internalize and express market logic-through a process of "self-branding" that can include teen boob jobs and kid-produced anorexia Weblogs-is original and striking. The book lacks a broad cultural perspective: most interviewees are white, middle class and female, so it's difficult for Quart to generalize about how American teens and tweens as a whole use money and products to define themselves. Nevertheless, by the end, readers should be able to spot certain youth demographics and deconstruct their branded worlds instantaneously-and with empathy and anger.
Copyright 2002 Reed Business Information, Inc.
Copyright 2002 Reed Business Information, Inc.
"About this title" may belong to another edition of this title.
- PublisherAudible Studios on Brilliance Audio
- Publication date2015
- ISBN 10 1511340606
- ISBN 13 9781511340601
- BindingAudio CD
- Rating
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