- Explore more great deals on thousands of titles in our Deals in Books store.
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 --This text refers to an out of print or unavailable edition of this title.
According to consumerism and economics expert Schor (The Overspent American), the average 10-year-old has memorized about 400 brands, the average kindergartner can identify some 300 logos and from as early as age two kids are "bonded to brands." Some may call it brainwashing, others say it's genius; regardless of how you see it, the approach is the same: target young kids directly and consistently, appeal to them and not the adults in their lives and get your product name in their heads from as early an age as possible. From TV shows and toys to video games, snacks and clothing, kids today, according to Schor, know too much yet understand too little, sopping up subliminal and not-so-subliminal messages of "buy, buy, buy." Drawing on a significant body of research, including interviews with everyone from advertising executives to the kids themselves, Schor exposes what she believes to be a huge cesspool of materialism, consumerism and commercialization that could be, and perhaps already is, leading to a generation of kids with no concept of what is important and truly necessary in life. By offering up her own ideas of what can be done by parents, educators, advertisers and others to lessen these problems, Schor goes beyond uncovering the problem and into the realm of concrete solutions.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
Far and away one of the best discussions of the pervasiveness and consequences of consumerism in our culture. First rate.Published 6 months ago by Alan G. Nasser Sr.
As parents who were raised in the 80's "boom" of commercial culture, it was essential for us to read this book. Read morePublished 16 months ago by Kendra Patocki
As a childhood studies student I give this book a great five star rating! Great material and references and stories within. Highly recommend thisPublished 23 months ago by Sara J. Delp
This book was interesting in Marketing class to understand the psyche behind the art of getting people to buy products. Why some brands were successful and others were not.Published on July 30, 2013 by M. Turturro
Although the material is meaningful and helpful.
Only a motivated parent with finish reading it. Read more
I had to read this for a class I was taking. It is thought provoking and makes you think about how twisted the U.S. consumer system behaves.Published on September 11, 2010 by Statik1221
First of all, this is a very good book. I feel like this review is going to come off as critical, but overall, the message is great.
This book was published in 2004. Read more
Anyone living in the industrialized world these days is born to buy. Today's form of rampant consumerism probably has more people in its grip than either politics or religion... Read morePublished on January 11, 2010 by ewomack
This book says a lot of the same thing right through it. Quite a boring book.
That is my opinion.