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Branded: The Buying And Selling Of Teenagers - Softcover

 
9780738208626: Branded: The Buying And Selling Of Teenagers
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Paperback. Pub Date: 2004 Pages: 247 Publisher: Perseus Books An incisive expos of the underhanded advertising Who initiatives and that target teens-and an exploration of their disturbing consequences Generation Y-has grown up in an age of the and. Bombarded by name products. In anded. Alissa Quart illuminates the unsettling new reality of marketing to teenagers. as well as the quieter but no less worrisome forms of teen anding: the teen consultants who work for corporations in exchange for product; the girls obsessed with cosmetic surgery who will do anything to look like women on TV; and those teens simply obsessed with admission into a name-and college. We also meet the pockets of kids attempting to turn the tables on the cocksure corporations that so cynically strive to manipulate them. Chilling . thought-provoking. even darkly amusing. anded ings one of the most disturb...

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Generation Y has grown up in an age of the brand, bombarded by name products. In Branded, Alissa Quart illuminates the unsettling new reality of marketing to teenagers, as well as the quieter but no less worrisome forms of teen branding: the teen consultants who work for corporations in exchange for product the girls obsessed with cosmetic surgery who will do anything to look like women on TV and those teens simply obsessed with admission into a name-brand college. We also meet the pockets of kids attempting to turn the tables on the cocksure corporations that so cynically strive to manipulate them. Chilling, thought-provoking, even darkly amusing, Branded brings one of the most disturbing and least talked about results of contemporary business and culture to the fore-and ensures that we will never look at today's youth the same way again.
Review:
Alissa Quart's Branded highlights the corporate marketing strategies aimed at teenagers and pre-teen (tween) consumers. It's no surprise to hear that most teenagers have mobile phones and a voracious appetite for designer labels or that, in the US, corporations spend billions of dollars to woo them.

Indeed, US schools have long since been sponsored by corporations but what Quart fears is that the current growth of corporate sponsorship in UK schools, if continued at the present rate, makes it increasingly likely that in a few years time there will be little difference between them. Despite the fact that, as recently as 1996, parents and politicians fiercely resisted the idea of advertising in schools, corporations have taken advantage of a recent initiative that saw businesses partnering-up with "under performing" schools. Since then, according to Quart, the doors have opened for branded school supplies and--given the ingenuity and determination of corporate strategists and the naïveté of the educational authorities--the corporate insinuation into our children's minds begins as soon as they leave mother's apron strings.

The heart of the book is very interesting indeed, describing as it does the actual tactics employed by the youth marketing industry and the required mindset necessary to be among the best employees. For instance, at the 2003 Kid Power event in London, conference organisers instructed attendees in how to harness "the power of word of mouth", how to ensure their products are "the talk of the playground", how to get past the "gatekeeper" (Mum and Dad), and to be aware of the influence of "pester power". The marketers wear the clothes of youth, befriend the kids as part of their job, milk them for information on what's hot and what's not and generally get the jump on their competitors by encouraging brand loyalty from as early an age as possible. The book is laced with the views of the teens and 'tweens' themselves as well as personal recollections of Quart's own tween years to add historical perspective.

On the whole Branded is earnest, well written and a little depressing--despite the final section focusing on examples of anti-corporate attitudes and activities among the kids. Readers of Naomi Klein's No Logo will find nothing surprising here, but it's a useful weapon (or rebuke) for parents afflicted with savvy, brand-afflicted teens. --Larry Brown

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  • PublisherBasic Books
  • Publication date2004
  • ISBN 10 0738208620
  • ISBN 13 9780738208626
  • BindingPaperback
  • Number of pages272
  • Rating

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ISBN 10:  ISBN 13:  9780738206646
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