Branded: The Buying And Selling Of Teenagers

Front Cover
Basic Books, Feb 19, 2004 - 247 pages
5 Reviews
Publisher's description: In Branded, Alissa Quart takes us to the dark side of marketing to teens, showing readers a disturbingly fast-paced world in which adults shamelessly insinuate themselves into "friendships" with young people in order to monitor what they wear, eat, listen to, and buy. We travel to a conference on advertising to teenagers and witness the breathless and insensitive pronouncements of lecturers there. We meet the unofficial teen "sales force" for a new girls' perfume (the unpaid daughters of the company's saleswomen) and observe the attempts of mega-corporations to purchase the time and space for product-placement in schools. We witness the aggressive and potentially emotionally damaging ways in which adults seek to control vulnerable young minds and wallets. But we also witness the bravery of isolated and increasingly Internet-linked kids who attempt to turn the tables on the cocksure corporations that so cynically strive to manipulate them. Eye-opening and urgent, Branded exposes and condemns a segment of American business whose high-paid job it is to reduce teens to their lowest common denominator, to systematically sap youth of individuality and creativity. Engaging and thought provoking, Branded ensures that consumers will never look at the American way of doing business in the same way again.
 

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LibraryThing Review

User Review  - jdrullard - LibraryThing

Parents and teens need to know what the current culture is doing on purpose to influence and buy teenagers! Read full review

LibraryThing Review

User Review  - aliay - LibraryThing

Branded is, if nothing else, interesting and somewhat insightful. I felt that the book's premise and argument was, well, simplistic (consumer identity is a driving factor in teenage and tweenage lives ... Read full review

Contents

Branded
3
From the Mall to the Fall The Teen Consultants
17
PeerToPeer Marketing
37
The Golden Marbles Inside a Marketing Conference
47
The Great Tween Marketing Machine
63
Cinema of the InCrowd
77
More Than a Video Game
97
Body Branding Cosmetic Surgery
113
Logo U
143
Almost Famous The Teen Literary Sensations
165
Unbranded
189
DIY Kids
203
Schools for Sale
215
Afterword
225
Index
233
Copyright

XLarge and XSmall
129

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About the author (2004)

Alissa Quart is a graduate of Brown University and the Columbia School of Journalism. She has written features for publications ranging from the New York Times and Lingua Franca to Elle, The Nation, and Salon. She lives in New York City.

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