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Children as Consumers
The children's and teenagers' market has become increasingly significant as young people have become more affluent and have an ever growing disposable income. Children as Consumers traces the stages of consumer development through which children pass and examines the key sources of influence upon young people's consumer socialisation. It examines: * the kinds of things young people consume * how they use their money * how they respond to different types of advertising * whether they need to be protected through special legislation and regulation * market research techniques that work well with young people. Children as Consumers will be useful to students of psychology, sociology, business and media studies, as well as professionals in advertising and marketing.
Understanding Children as Consumers
What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences? Whether fashion, toys, food, branding, money - from TV adverts and the supermarket aisle, to the internet and peer trends, there is a growing presence of marketing forces directed at and influencing children and young people. How should these forces be understood, and what means of research or dialogue is required to assess them? With critical insight, the contributors to this collection, take up the evaluation of the child as an active consumer, and offer a valuable rethinking of the discussions and literature on the subject. Features: • 14 original chapters from leading researchers in the field • Each chapter contains vignettes or case examples to reinforce learning • Contains consideration of future research directions in each of the topics that the chapters cover. This book will be relevant reading for postgraduates and advanced undergraduates with an interest in children as consumers, consumer behaviour and on marketing courses in general as well as for researchers working in this field.
The Material Child
Children today are growing up in an increasingly commercialised world. But should we see them as victims of manipulative marketing, or as competent participants in consumer culture? The Material Child provides a comprehensive critical overview of debates about children’s changing engagement with the commercial market. It moves from broad overviews of the theory and history of children’s consumption to insightful case studies of key areas such as obesity, sexualisation, children’s broadcasting and education. In the process, it challenges much of the received wisdom about the effects of advertising and marketing, arguing for a more balanced account that locates children’s consumption w...
Born to Buy
Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Companies are enlisting children as guerrilla marketers, targeting their friends and families. Even trusted social institutions such as the Girl Scouts are teaming up with marketers. Drawing on her own survey research and unprecedented access to the advertising industry, New York Times bestselling author and leading cultural and economic authority Juliet Schor examines how a marketing effort of vast size, scope, and effectiveness has created "commerciali...
Rethinking Children as Consumers
Children are significant consumers of services such as health, welfare, educational institutions and the environment. Alongside this, the marketization of childhood means that children are exposed to advertising and marketing through a wide range of media on a daily basis. Examining key debates on children’s power, status and citizenship issues, it considers the wider implications of how consumerism impacts on children‘s health, well-being and life chances. This timely book explores childhood and consumerism through four key strands: children as consumers of services; children as consumers of space; the link between citizenship and consumption; the influences of the marketization of childhood. Rethinking Children as Consumers will be essential reading for students, researchers, practitioners and policy makers who are interested in the topic of consumerism across early childhood, childhood, youth and society.
Consumer Kids
CONSUMER ISSUES. How to bring up children in a commercial world is a kitchen-table conversation across Britain. The vast majority of parents feel uncertain as to how to act - where to say 'yes' and when to say 'no'. There's a sense of unease. But how worried should we really be? This book will shock you. It shows how, more than ever before, and perhaps more than anywhere else in the world, our children are being tracked and targeted by big business, which sells them back their dreams, packages their childhood and exploits their vulnerabilities. It looks at why children torture their Barbies, how boys feel about David Beckham, why mums are cooler than dads, why children in the toughest families make the most ardent consumers and why, above all, too much marketing makes you unhappy. It is essential reading for all parents and anyone interested in the broader implications of the runaway commercial world we live in.
Raising Consumers
In the present electronic torrent of MTV and teen flicks, Nintendo and Air Jordan advertisements, consumer culture is an unmistakably important--and controversial--dimension of modern childhood. Historians and social commentators have typically assumed that the child consumer became significant during the postwar television age. But the child consumer was already an important phenomenon in the early twentieth century. The family, traditionally the primary institution of child socialization, began to face an array of new competitors who sought to put their own imprint on children's acculturation to consumer capitalism. Advertisers, children's magazine publishers, public schools, child experts...
Understanding Children as Consumers
What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences? The contributors to this collection take up the evaluation of the child as an active consumer and offer a valuable rethinking of discussions on the subject.
The Nineteenth-Century Child and Consumer Culture
During the rise of consumer culture in the nineteenth century, children and childhood were called on to fulfill a range of important roles. In addition to being consumers themselves, the young functioned as both 'goods' to be used and consumed by adults and as proof that middle-class materialist ventures were assisting in the formation of a more ethical society. Children also provided necessary labor and raw material for industry. This diverse collection addresses the roles assigned to children in the context of nineteenth-century consumer culture, at the same time that it remains steadfast in recognizing that the young did not simply exist within adult-articulated cultural contexts but were...
