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Born to Buy: A Groundbreaking Expose of a Marketing Culture That Makes Children "Believe They Are What They Own." (USA Today)

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  • Anonymous

    Posted March 31, 2008

    This Book Might Make You Sick or It Might Make You Mad

    The author claims that big business is deliberately persuading children to buy products that are very damaging to them. And she does a great job of documenting that claim.

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  • Anonymous

    Posted May 6, 2006

    Born to buy

    This is research based book written by Juliet Schor she includes the consumer culture of the children in this book. This book is as the eye opener to the parents as well as to the children. Here she says that the more advertising children see and hear, and the more likely they are to be depressed, anxious and to suffer family conflict. According to the author, the culture of the United State is the consumer-oriented. The people work longer hours than any other country in the world. Even the people expend more than they earn, about a million and half people of US declare bankrupted every years. They buy lots of stuff, every man have their own TV set in their home and have their own car. The US consumer society is totally biased by the children. They have become conduits from the consumer market place into the household, the link between advertiser and the family purse. The children aged six to twelve spent more hours on shopping more than ever before. They frequently visit to the grocery stores and the pharmacy and also run to the dry cleaners and accompany their parents to the mall. The children also influence their parental purchases, this is called influence market in industry and this influence of spending is growing at twenty percent per year and this influence cause parents to buy even small things for them like purchasing foods and snacks and even choosing for restaurant, clothes, and health and beauty products. Due to the increasing child consumer culture the ads companies and TV channels now focuses their ads directly on them, ¿we don¿t market to parents¿¿¿we market to our target group, which is teens and tweens¿¿¿ (pg 54). The sophisticated advertising strategies convince kids that products are necessary to their social survival. Ads affect not just what they want to buy, but who they think they are and how they feel about themselves. According to the author, the average 10-year-old has memorized about 400 brands the average kindergartner kids can identify some 300 logos and from as early as age two kids are attracted to the branded things. Some people think this as a brainwashing, others say it's genius, this is regardless of how you see it, 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. She also says that today kids watch too much TV shows and toys to video games, snacks and clothing they know too much yet understand too little. Even though the critics and others parents and teacher opposed that types ads on the TV channels and magazines, they made ads using the kids, like alcohol, cigarette, and others illegal drugs they use tweens, and show on TV. These kinds of ads adversely affect the kids they remain free all the time and without proper guidance. Many of the tweens takes illegal drugs, alcohol and cigarettes because they watch actor and actress taking that kind of thing in some movies or in the ads. Drawing on a significant body of research, including interviews with everyone from advertising executives to the kids themselves, the author exposes what she believes to be a huge drain 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, here she goes beyond uncovering the problem and into the area of solid solutions.

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