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Branded: The Buying And Selling Of Teenagers (Paperback)

~ (Author) "Coming of age in the 1980s, I was aware of status signs and corporate logos and the distinction between them..." (more)
Key Phrases: teen pix, teen writers, teen films, New York, Teen People, Tony Hawk (more...)
3.4 out of 5 stars  See all reviews (13 customer reviews)
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Customers buy this book with Born to Buy: The Commercialized Child and the New Consumer Culture by Juliet B. Schor

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Editorial Reviews

From Publishers Weekly

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. --This text refers to the Hardcover edition.


Review

"Branded is a cogent wake-up call." -- Los Angeles Times Book Review

"Quart is brilliant." -- Publishers Weekly (starred review)
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Product Details

  • Paperback: 272 pages
  • Publisher: Basic Books (February 17, 2004)
  • Language: English
  • ISBN-10: 0738208620
  • ISBN-13: 978-0738208626
  • Product Dimensions: 8 x 5.2 x 0.7 inches
  • Shipping Weight: 10.1 ounces (View shipping rates and policies)
  • Average Customer Review: 3.4 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon.com Sales Rank: #297,415 in Books (See Bestsellers in Books)

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More About the Author

Alissa Quart
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
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Inside This Book (learn more)
First Sentence:
Coming of age in the 1980s, I was aware of status signs and corporate logos and the distinction between them. Read the first page
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
teen pix, teen writers, teen films, tween market, teen movies, teen market
Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Teen People, Tony Hawk, Long Island, Bring It On, Old Navy, Pro Skater, She's All That, The Breakfast Club, Have You Lost Your Marbles, Los Angeles, United States, College Board, Fast Times, Kate Spade, Legally Blonde, Mary Kay, Miracle Mile, Money Pit, Princeton Review, Teen Vogue, World Report, Channel One, Grand Hyatt, Ivy League
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Customer Reviews

13 Reviews
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3.4 out of 5 stars (13 customer reviews)
 
 
 
 
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42 of 46 people found the following review helpful:
5.0 out of 5 stars "Corporate pedophilia" and your children, February 23, 2003
By Malvin (Frederick, MD USA) - See all my reviews
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This review is from: Branded: The Buying and Selling of Teenagers (Hardcover)
Alissa Quart's "Branded" explores how America's youth are increasingly subjected to sophisticated but ultimately predatory forms of corporate marketing and branding. While the social reproduction of labor has been defined by capitalist requirements for many years, Ms. Quart amply demonstrates that the co-optation of today's youth has deepened and intensified. For many, the immersion in consumerism is so all-encompassing that it threatens to corrupt and corrode their mental self-images and possibly inhibit their ability to function as enlightened citizens.

Ms. Quart shows that the marketing tactics used are often invasive and unscrupulous, amounting to a sort of "corporate pedophilia" whose aim is to grow the corporate bottom line at the expense of childhood itself. Indeed, the author explains that whole classes of products (such as sexually-provocative undergarments designed for pre-teen girls) are unapologetically marketed to ever-younger children, thereby accelerating the pace at which children develop, perceive and interact with their surroundings. Ms. Quart blasts the justifications used by marketers to defend such indefensible actions and alerts us to the moral vacuousness that lies at the heart of the corporate agenda.

Ms. Quart argues that our children bear unmistakable psychological, physical and financial scars from this assault. Media-induced anxiety leads boys to steroid abuse and girls to anorexia; social acceptance is garnered by the flaunting of expensive designer clothes and accessories; class status is predicated by admission to brand-name colleges; and so on. The end result is a hyper-competitive, anxious and debt-ridden generation of youths who collectively are getting locked into the cycle of labor and consumption at a significantly earlier age than their predecessors.

It may be true that Ms. Quart's work depends heavilly on observations drawn from the ranks of upper middle-class society, but she has impressively succeeded in describing a phenomenon that has largely eluded others. The reader is impressed by the author's ability to synthesize scholarly research, pop culture, business information, anecdotes and first-person interviews to make her case. In short, this is original and cutting-edge research that should give inquisitive readers much to ponder.

I recommend this book to parents of teenagers (like myself) who want to understand more about the brave new world their children are inhabiting as well as to teenagers who want to critically deconstruct and reclaim their branded selves.

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31 of 35 people found the following review helpful:
4.0 out of 5 stars The Seduction of America's Youth, February 19, 2003
By Mark D. Wolfinger (Evanston, IL United States) - See all my reviews
This review is from: Branded: The Buying and Selling of Teenagers (Hardcover)
Alissa Quart describes how America's youth have been successfully targeted with methods today's kids can't resist. In fact, sometimes it is the parents who encourage their children to become 'branded'.

The clothes they demand, the makeup they use, even the colleges they want to attend; all must be brand names. The hard sell is everywhere: magazine and TV ads are the most obvious, but the movies and music videos they watch, even the video games they play feature brand name items in glamorous settings. Our children succumb to the need to be like the movie stars and pop singers.

It is not enough to want to wear the same brands as the stars and models, they crave to be look-alikes. Thus, teenagers are demanding cosmetic surgeries as never before. Craving to be super thin, some resort to starving themselves (anorexia). The girls want liposection and bodily enhancements; the boys want to be more muscular and powerful. Dangerous medications and surgeries are comsumed in ever increasing numbers by our young generation.

This eye-opening book tells the story. No child is too young to be a target.

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18 of 20 people found the following review helpful:
5.0 out of 5 stars Seduction of the Innocent, March 16, 2003
By A Customer
This review is from: Branded: The Buying and Selling of Teenagers (Hardcover)
In accessible, often witty prose, Quart shows the corrupting effect that the conscienceless pursuit of profit by corporate marketers has on everything from young girls' body images or young boys'understandings of what it means to be masculine, to the complaisant administrations of public schools. "Seduction of the innocent" is not too strong a term to apply to the corporate behavior that Quart describes; though happily she also focuses on the ways in which many young people have begun to resist being "branded." As an account of the impact of corporatism on daily lives, this book belongs on the shelf next to Naomi Klein's No Logo. It will only not appeal to those who make a living exploiting young people; most others will find it a revelation.
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Most Recent Customer Reviews

3.0 out of 5 stars nice subject, but could use better writing+editing
The book had interesting subject matter, but to be honest, I think the writing had some problems. It had quite a few oddly constructed, awkward sentences, nd typos. Read more
Published 20 months ago by Mr. T. P.

2.0 out of 5 stars Branded: The Buying and Selling of Teenagers
The premise of this book seemed very appealing to me. I have always been very opinionated about "Branding" teenagers, and while in high school I refused to wear well known... Read more
Published on July 21, 2006 by Amateur Reviewer

3.0 out of 5 stars Okay, but lacking...
"Branded" definitely supplies a great deal of information, but Quart seems to fail in synthesizing this information for the reader. Read more
Published on May 24, 2006 by Tim

5.0 out of 5 stars Brand This!
Branded: The Buying and Selling of Teenagers by Alissa Quart is a quick and fascinating read on the current and constructed intersections between young people, the media and... Read more
Published on July 7, 2005 by HLR

3.0 out of 5 stars Good concept, but not totally engaging
Alissa Quart tackles an admirable and potentially fascinating subject in Branded, yet I was left feeling a bit disappointed after finishing the book. Read more
Published on January 17, 2005 by J. A. Brown

4.0 out of 5 stars Fresh and Disturbing Take on a Rather Tired Argument
I found it to be an excellent read, and I'm considering using some excerpts from it to spark writing and discussion in a basic writing class that I teach--a class where I'm always... Read more
Published on September 23, 2004 by Christopher Weaver

1.0 out of 5 stars Anti-business propaganda desguised as sociology
There are two different ways in which this book may be rated: firstly, from the perspective of its contents, ideas, and accuracy - secondly, from the perspective of being an... Read more
Published on August 1, 2004 by David_Allen

3.0 out of 5 stars Interesting examination of consumer culture
Quart does an excellent job of disecting the corporate world's exploitation of children and teenagers. Read more
Published on April 18, 2004

5.0 out of 5 stars In the words Mickey-D s- "I'm Lovin It!"
What I'm lovin'is books like this. The message that consumerism is attacking the younglings of this country and turning them into faux-yuppies who end up broke or depressed... Read more
Published on February 23, 2004 by Ryan Britt

1.0 out of 5 stars Poor little Alissa, tell us how your really feel!!
I have worked in the marketing world for many years, and specialize in marketing to the youth culture. Read more
Published on March 11, 2003

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