Who's Raising Your Child? Battling the Marketers for Your Child's Heart and Soul
Marketers are relentlessly pursuing our children. Trying to imprint their brand image on kids as young as two, they are advertising to children not only through the mass media but over the Internet, in school, on the street, even at slumber parties! The evidence shows that they are succeeding - kids are spending or influencing their parents to spend hundreds of billions of dollars each year, most of it in a quest to be "cool." \ Are you and your kids caught up in this culture of consumption?...
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Marketers are relentlessly pursuing our children. Trying to imprint their brand image on kids as young as two, they are advertising to children not only through the mass media but over the Internet, in school, on the street, even at slumber parties! The evidence shows that they are succeeding - kids are spending or influencing their parents to spend hundreds of billions of dollars each year, most of it in a quest to be "cool." Are you and your kids caught up in this culture of consumption? Have the marketers convinced your children that if they just buy the right things they will be happy, cool, and popular with their peers? This book explored today's hyper-commercialized society and the damage it is doing to our children as they grow from toddlers to teens. Also endangering kids is a pop culture where violence, profanity, and sex permeate the entertainment media and advertising. Parents feel increasingly alone and overwhelmed in trying to shield children from this toxic environment. Parents looking for help will find it here. The authors offer timely advice to parents on how to mitigate the effects of a materialistic, poisonous culture, and to raise kids who care less about things and more about people.
Part IChapter 1Who's Raising Your Child?1Chapter 2How Marketers Sell to Kids11Part IIChapter 3Tykes and Television25Chapter 4What Parents of Tykes Can Do45Chapter 5Marketing to Tweens51Chapter 6What Parents of Tweens Can Do75Chapter 7Why Marketers Love Teens87Chapter 8What Parents of Teens Can Do111Part IIIChapter 9Violence in Media and Marketing121Chapter 10Sex Sells143Chapter 11Final Thoughts for Parents167AppendixResources for Parents179Notes191
