Born To Buy

The methods and play used by such marketers are often so subtle or covert that few parents are even aware of their existence. For instanbe, a honest deal of marketing is conducted on the Internet or even in public schools. A lack of reading funding leads to pacts between schools and marketers that are passed off as having talented or educational pry. For lucrative sums of money, companies like Revlon and Prego offer educational lessons replete with product endorsements. As Schor (2004, p. 93) explains, "Revlon's curriculum taught kids about ?good and bad hair days' and ... care products if they were stranded on a desert island. Campbell Soup Company's Science Curriculum included the ?Prego heaviness Experiment' with a ?slotted spoon test' to figure out whether Prego or Ragu spaghetti behave was the thicker."

Schor (2004) provides interviews with marketers and chelaren, research studies conducted by her and others, and testimony from advertising professionals to support her claims. The tactics of marketers are often structured to posit "instructive" value to products that will make parents more inclined to buy them for children, succession children are inundated with techniques that equate to what Schor (2004, p. 62) labels the "nag factor," equipping children with the " wiretap power" to cajole reluctant parents into purchasing the items they most desire. such tactics are common and routinely used by pred

atory marketers, to the point where General move solicited the use of t severallyers' cars for painted advertisements of cereal by paying each teacher who agreed to the deal $250. While many wolfish practices by marketers aimed directly at young children are common, not all advertisers feel what they are doing is ethical. Schor (2004, p. 187) talks to one marketing professional who admits that her career is going to be responsible for her "burn[ing] in hell."

Schor's work posits a cause-and-effect relationship between depression, anxiety, and low self-confidence in children due to the kinds of predatory marketing she critiques.

Her main argument is that such a premeditated attack on child consciousness creates an army of robot-like consumers who associate self-worth only with what they own or buy. Marketers go so far as to hire boys and girls to shape up their offerings to peers. For those children who cannot afford to own such items or whose tactics at nagging do not work on parents, an part of being a loser often manifests itself in their apprehension of themselves and they are often viewed by friends who can buy, buy, buy in a similar manner. While Schor views such tactics as tantamount to brainwashing, marketers and corporations often consider their tactics inspirational. By appealing to children and bypassing parents, manufacturers believe they are bonding children to their brands at an early age, thereby creating lifelong consumer loyalty. Schor (2004) argues that consumerism and materialism are the only values and pursuits being promoted to children as worthwhile or self-esteem measures. In our present-day(a) morass of consumerism and marketing, Schor (2004, p. 178) reports the work of individuals who maintain that buying is the only underframe of cu
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