Born to Buy Book Review

Born to Buy: Worth the Read!

Have you ever been disgusted by the racy, suggestive clothing that today’s teenagers sport? Ever been shocked by the appalling content on TV and movies these days? Ever shake your head at the messages delivered by commercials? Juliet Schor agrees with you!

Schor, a keen observer and analyst of trends in American culture, goes inside the world of mass marketing to their prime target ?children. Naпve and susceptible, children are the perfect consumers for the business industry. Shrewd marketers have tailored all kinds of products, from clothing to toys, to be appealing to children.

This book explores how marketers delve into the psyche of children, exploit their innate desires to be “cool?and independent from parents and teachers, then design stylish programs and products that aligns with children’s interests and suggests to children that you need to have these products to elevate social status at school. Even more disturbing is that many programs/products have a rebellious feel, implicitly coaxing children to rebel against their parents. Schor also presents alarming statistics in