Consumer Kids: How Big Business is Grooming Our Children for Profit

Front Cover
Constable, 2009 - Advertising and children - 378 pages
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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 exposť is essential reading for anyone who is interested in the deeper implications of the runaway commercial world we live in.

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About the author (2009)

Ed Mayo is a leading campaigner and commentator on social and economic issues and is Chief Executive of Consumer Focus. Ed has written widely, including research on children as consumers that has been described by Jonathan Freedland in the Guardian as 'a groundbreaking study'. Ed helped to found the Fairtrade brand and was the strategist behind the world's most successful anti-poverty campaign, Jubilee 2000. The Guardian nominated him as one of the top 100 most influential social innovators and he is a World Economics Forum 'Young Global Leader'. Ed is married with three children and lives in South East London.

Agnes Nairn is an academic researcher, writer, speaker and consultant. She is Professor of Marketing at two of Europe's leading business schools, EM-Lyon Business School in France and RSM Erasmus University in the Netherlands. Agnes's academic research has been published in a wide range of international journals and her policy-related work includes the first study of the links between media exposure, materialism and self-esteem in UK children. She has also written on Barbie torture, how children use David Beckham to understand moral values, covert marketing techniques on the internet and how neuroscience throws new light on how children relate to advertising. She is on the government panel convened by the Department of Children, Schools and Families to assess the impact of the commercial world on children. Agnes is married with two children and lives in Bath.

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