false 68223877 224203 51555 0684870568 9780684870564 34 http://photo.goodreads.com/books/1170381139m/51555.jpg http://photo.goodreads.com/books/1170381139s/51555.jpg http://www.goodreads.com/book/show/51555.Born_to_Buy_The_Commercialized_Child_and_the_New_Consumer_Culture 3.70 140 Born to Buy as a kind of contemporary horror story, with ever more sophisticated marketing wunderkinds as Dr. Frankensteins and their children as the relentless monsters they create. Indeed, it's difficult to avoid feeling overwhelmed by the avariciousness, omnipotence, and ingenuity of the advertising industry Juliet B. Schor portrays when it comes to transforming preschool kids into voracious, 'tude-infused consumers. Intermixing research data with anecdotal illustrations, Schor chronicles the rapid development of a once-shackled industry that now markets R-rated movies to 9-year-olds. The mind boggles at the notion that Seventeen magazine's target readership is now pre-teens. While Schor unearths a surplus of information on the effectiveness of advertising, she's not nearly as adept at proposing effective responses. Reacting to the power and creativity of the consumer culture with politically unfeasible regulation and parental diligence is a little like attacking Frankenstein's creature with torches. Still, Born to Buy is an eye-opening account of an industry that is commercializing childhood with remarkable effectiveness and insouciance. --Steven Stolder]]> 29035 3.72 485 99 2004 0 0 false Thu Aug 20 13:01:30 -0700 2009 Thu Aug 20 13:01:30 -0700 2009