This book will shock you. Consumer Kids shows how, more than ever before, and perhaps more than anywhere else in the world, our children are being tracked and targeted by big business, which sells them back their dreams, packages their childhood and exploits their vulnerabilities. It looks at why children torture their Barbies, how boys feel about David Beckham, why mums are cooler than dads, why children in the toughest families make the most ardent consumers and why, above all, too much marketing makes you unhappy. This hard-hitting exposé is essential reading for anyone who is interested in the deeper implications of the runaway commercial world we live in.
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The targeting of children for commercial purposes, using as they do all the seductive wizardry of modern technology, creates shoppers instead of citizens, and has become a rampant contagion, an abuse that corrodes a child's liberty of thought and being and erodes individuality and humanity. As a tool of propaganda and indoctrination such commercial pressure on the young is effective and powerful because it is insidious. Many of us have felt this to be true for a long time. Here is a vitally important book that proves the case conclusively. Every MP should read it, every minister, every family. --Michael Morpurgo
Anyone concerned with children should read this book. It is fascinating and disturbing at the same time. --Chris Kelly, Chair of NSPCC
Most parents would be shocked by the scale and sophistication of today's marketing to children. This is a landmark book, full of ideas and solutions for reclaiming childhood for children. --Oliver James
Anyone concerned with children should read this book. It is fascinating and disturbing at the same time. --Chris Kelly, Chair of NSPCC
Most parents would be shocked by the scale and sophistication of today's marketing to children. This is a landmark book, full of ideas and solutions for reclaiming childhood for children. --Oliver James
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The first book to expose just how our kids are targeted as consumers and why it matters for us all.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
By T. Lane
Format:Paperback
Compelling expose of the tactics employed by big business and commercial interests to target young people. Methods range from the sneaky/underhand to the frighteningly devious. Great that the authors have used young people's views/quotes and a variety of interesting research.
Also very readable and hard to put down.
For me, this book coupled with "The Disappearance Of Childhood" by Neil Postman answers much of the questions about what is going wrong with young people in society. The book also provides some appropriate responses/solutions for society, parents and children.
Also very readable and hard to put down.
For me, this book coupled with "The Disappearance Of Childhood" by Neil Postman answers much of the questions about what is going wrong with young people in society. The book also provides some appropriate responses/solutions for society, parents and children.
2 of 2 people found the following review helpful
By O. Neale
Format:Paperback
As much as I like this sort of book, I do feel that perhaps this book was a little one-sided. I wouldn't give it two stars though because these sorts of books shouldn't be so casually rejected for attempting to change the world. Juliet Schor's Born to Buy is a better read.
1 of 1 people found the following review helpful
Format:Paperback
This is a fantastic book about a very important topic. As parents it is important to arm us with the insight in this book so we can protect our children against the tide of consumerism that they are likely to grow up in.
1 of 1 people found the following review helpful
By Alex.Dew
Format:Paperback
Gripping from the first page, this is book is a compelling exposé which reveals the extent to which corporations are prepared to act in ethically dubious ways in the pursuit of profits. Although I am knowledgeable about the development of children as consumers, I was still shocked at the cynical methods used by businesses to develop children as materialistic consumers.
Highly recommended reading for parents and would-be parents.
Highly recommended reading for parents and would-be parents.
5 of 6 people found the following review helpful
Format:Paperback
The topic is noble enough and the authors' observations are generally interesting, but what really lets this book down is the writing. Ed Mayo and Agnes Nairn constantly tell you what you're about to read followed by a recap of what you have just read. After 50 pages, it becomes insulting. It reads like a school essay which struggles to reach its minimum word target: padded to the nth degree.
By Bee Dee
Format:Paperback|Amazon Verified Purchase
This book was purchased as part of research into a sociology qualification and was a real eye-opener. It highlighted how our children are being 'stalked' by big buisness, for their spending power, in what appears to be very unethical ways. All parents, grandparents, teachers and politicians should be required to read this book.
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