Corporations spend billions of dollars annually to woo teen and pre-teen consumers.
Over the last 5-10 years, the research of these groups and their behaviour has become very focused on exactly how best to part them (or their parents) with their money.
Alissa Quart takes the reader into the disturbing world of teen marketing, showing how they are taught to market to each other and where adults build careers out of insinuating their way into 'friendships' with teens in order to monitor what they wear, eat, listen to and talk about with each other.
This compelling book looks into the way teens succumb to peer pressure and the constant commercial battering and the young people who fight back, who turn the tables on the cock-sure mega-corporations who so cynically strive to crack the codes of teen cool.
These kids prove it isn't necessary to give in to branding, but it is a drop in the water when an entire generation is being raised to consume.
- Format: Paperback
- Pages: 336 pages
- Publisher: Cornerstone
- Publication Date: 01/05/2003
- Category: Advertising & society
- ISBN: 9780099458067
Showing 1 - 2 of 2 reviews.
Review by heathweaver
Branded is an insightful look into the world of advertising to children. It explorers the lengths companies will go to get the money from this lucrative 'market'. Very disturbing and frustrating for anyone with kids.
Review by aliay
Branded is, if nothing else, interesting and somewhat insightful. I felt that the book's premise and argument was, well, simplistic (consumer identity is a driving factor in teenage and tweenage lives? Wow, I had NO idea!!)To be fair, the book did cause me to think a little more sensitively about my own engagement with brands, and it reminded me that most brands have such a short lifespan anyway. This book was published in 2003, during the height of my teendom, and even I have a hard time recalling brands and celebrities that are discussed are the "big thing" in 2001/2002 parlance. (JT Leroy? Who's that?)Though I think this book is preaching to the choir, for the most part, it's a good quick read. I look forward to passing it along!