Born to Buy

Born to Buy

By Juliet B. Schor

Scribner Book Company, Paperback, 9780684870564, 292pp.

Publication Date: October 2005

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.

About the Author
Juliet Schor is a professor of sociology at Boston College. Her research focuses on issues of time use, consumption, and environmental sustainability. She received her PhD in economics at the University of Massachusetts. Before joining Boston College, she taught at Harvard University for 17 years in the Department of Economics and the Committee on Degrees in Women's Studies. Her most recent books are Sustainable Lifestyles and the Quest for Plenitude: Case Studies of the New Economy and Plenitude: The New Economics of True Wealth. Previous books include the national best seller The Overworked American: The Unexpected Decline of Leisure and The Overspent American: Why We Want What We Don't Need.

Praise For Born to Buy

"Born to Buy is so grounded in appalling data about both kids and advertising companies, it has the effect of making even the most TV-and-advertising-wary parents among us realize that we haven't been half vigilant enough."

-- Amy Bloom, O, The Oprah Magazine

"An artfully argued, important expose."

-- BusinessWeek

"A wake-up call."

-- Los Angeles Times