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

 
9780684870557: Born to Buy: The Commercialized Child and the New Consumer Culture
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Examines advertising strategies that promote consumerism from the earliest ages, offering advice to parents and teachers on how to reverse the damaging effects of commercialism on developing children.

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Review:
Parents will be tempted to read Born to Buy as a kind of contemporary horror story, with ever more sophisticated marketing wunderkinds as Dr. Frankensteins and their children as the relentless monsters they create. Indeed, it's difficult to avoid feeling overwhelmed by the avariciousness, omnipotence, and ingenuity of the advertising industry Juliet B. Schor portrays when it comes to transforming preschool kids into voracious, 'tude-infused consumers. Intermixing research data with anecdotal illustrations, Schor chronicles the rapid development of a once-shackled industry that now markets R-rated movies to 9-year-olds. The mind boggles at the notion that Seventeen magazine's target readership is now pre-teens. While Schor unearths a surplus of information on the effectiveness of advertising, she's not nearly as adept at proposing effective responses. Reacting to the power and creativity of the consumer culture with politically unfeasible regulation and parental diligence is a little like attacking Frankenstein's creature with torches. Still, Born to Buy is an eye-opening account of an industry that is commercializing childhood with remarkable effectiveness and insouciance. --Steven Stolder
About the Author:
Juliet B. Schor is the award-winning author of The Overworked American and The Overspent American. A recognized expert on consumerism, economics, and family studies, she teaches at Boston College and lives in Newton, Massachusetts.

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  • PublisherScribner
  • Publication date2004
  • ISBN 10 068487055X
  • ISBN 13 9780684870557
  • BindingHardcover
  • Edition number1
  • Number of pages288
  • Rating

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