Born to Buy by Juliet B Schor

Born to Buy by Juliet B Schor

Over the last fifteen years children's spending power has mushroomed to an estimated USD30 billion in direct purchases and another USD600 billion of influence over parental purchases. Advertising and marketing has exploded alongside expenditures and now totals more than USD12 billion a year. Ads targeted at children are virtually everywhere - in schools, museums and on the internet - and strategies for capturing the child wallet have become ever more sophisticated. Marketers are intruding into a child's most private space, organizing stealthy peer-to-peer viral marketing efforts, and using high tech scientific research methodologies. Together, these trends have led to a pervasive commercialisation of childhood in the West. By eighteen months babies can recognize logos, by two they ask for products by brand name. During their nursery school years children will request an average of twenty-five products a day, by the time they enter primary school the average child can identify 200 logos and children between the ages of six and twelve spend more time shopping than reading, attending youth groups, playing outdoors or spending time in household conversation. On the basis of first-hand research inside the advertising industry, BORN TO BUY lays bare the research, messages and marketing strategies being used to target children, and assesses the impact of those efforts.

SKU	Nicht verfügbar
ISBN 13	9780684870557
ISBN 10	068487055X
Titel	Born to Buy
Autor	Juliet B Schor
Buchzustand	Nicht verfügbar
Bindungsart	Hardback
Verlag	Simon & Schuster Ltd
Erscheinungsjahr	2005-02-21
Seitenanzahl	256
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.