Before your little one is even born, corporations have their eyes on the new bundle of joy. But what they see is not a cute baby, or even a new citizen, but a consumer.
Born to Buy by Juliet Schor is an interesting analysis of the pervasive commercialization of childhood. Anyone who has been reading about consumerism will find most of the contents familiar, though the discussion of the extent of corporate reach through the use of children's websites, clubs and schools to promote brands, as well as the discussion of the nag factor, make it worth a quick read.
Best of all is the section on the relationship between advertising and consumerism, and greed and unhappiness. Studies now confirm what wise people have been saying for generations: stuff doesn't make us happy.
And the omnipresent message that we should have more stuff, we need more stuff, can really make children (& adults) miserable.
p.s. If you're interested in reading more about consumerism, check out Adbusters.
1 comment:
We don't watch TV on a regular basis, but when we do I am always amazed at the amount of marketing towards young kids. I suppose the advertisers think the kids will bug their parents until they give in and make a purchase. I guess this works because advertisers spend millions to "reel the kids in"!
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