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The Hostile Takeover of Childhood
New Press
May 2004
256 pages
ISBN: 1565847830
EAN: 9781565847835
Hardcover
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Non-Fiction
A shocking exposé of the $15 billion marketing maelstrom
aimed at our children and how we can stop it. With the intensity of the California gold rush, corporations
are racing to stake their claim on the consumer group
formerly known as children. What was once the purview of a
handful of companies has escalated into a gargantuan
enterprise estimated at over $15 billion annually. While
parents busily try to set limits at home, marketing
executives work day and night to undermine their efforts
with irresistible messages. In Consuming Kids, psychologist Susan Linn takes a
comprehensive and unsparing look at the demographic
advertisers call "the kid market," taking readers on a
compelling and disconcerting journey through modern
childhood as envisioned by commercial interests. Children
are now the focus of a marketing maelstrom, targets for
everything from minivans to M&M counting books. All aspects
of children's lives—their health, education, creativity, and
values—are at risk of being compromised by their status in
the marketplace. Interweaving real-life stories of marketing to children,
child development theory, the latest research, and what
marketing experts themselves say about their work, Consuming
Kids reveals the magnitude of this problem and shows what
can be done about it.
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