Marketing targeted at kids is virtually everywhere—in classrooms and textbooks, on the Internet, even at Girl Scout meetings, slumber parties, and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Drawing on her own survey research and unprecedented access to the advertising industry, Juliet B. Schor, New York Times bestselling author of The Overworked American, examines how marketing efforts of vast size, scope, and effectiveness have created "commercialized children." Ads and their messages about sex, drugs, and food affect not just what children want to buy, but who they think they are. In this groundbreaking and crucial book, Schor looks at the consequences of the commercialization of childhood and provides guidelines for parents and teachers. What is at stake is the emotional and social well-being of our children. Like Barbara Ehrenreich's Nickel and Dimed, Mary Pipher's Reviving Ophelia, and Malcolm Gladwell's The Tipping Point, Born to Buy is a major contribution to our understanding of a contemporary trend and its effects on the culture.
Author
Juliet Schor’s research over the last ten years has focussed on issues pertaining to trends in work and leisure, consumerism, the relationship between work and family, women's issues and economic justice. Schor's latest book is Born to Buy: The Commercialized Child and the New Consumer Culture (Scribner 2004). She is also author of The Overworked American: The Unexpected Decline of Leisure and The Overspent American: Upscaling, Downshifting and the New Consumer. She has co-edited, The Golden Age of Capitalism: Reinterpreting the Postwar Experience, The Consumer Society Reader, and Sustainable Planet: Solutions for the 21st Century. Earlier in her career, her research focussed on issues of wages, productivity, and profitability. She also did work on the political economy of central banking. Schor is currently is at work on a project on the commercialization of childhood, and is beginning research on environmental sustainability and its relation to Americans’ lifestyles. Schor is a board member and co-founder of the Center for a New American Dream, an organization devoted to transforming North American lifestyles to make them more ecologically and socially sustainable. She also teaches periodically at Schumacher College, an International Center for Ecological Studies based in south-west England. from http://www2.bc.edu/~schorj/default.html
