Born to Buy
The Commercialized Child and the New Consumer Culture
By Juliet B. Schor
(Scribner Book Company, Hardcover, 9780684870557, 275pp.)
Publication Date: August 2004
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Schor, author of "The Overworked American" and "The Overspent American," looks at the broad implications of this strategy. 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. Based on long-term analysis, Schor reverses the conventional notion of causality: it's not just that problem kids become overly involved in the values of consumerism; it's that kids who are overly involved in the values of consumerism become problem kids. In this revelatory and crucial book, Schor also 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 theculture.