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- Title
The Commodification of Childhood: Tales from the Advertising Front Lines.
- Authors
Schor, Juliet B.
- Abstract
This article looks at how markets for children have expanded dramatically, in terms of both direct expenditures by children and their influence on parental purchases, in the last two decades. This has led to increased attention to children by marketers and to a process of commodification of both childhood, as a saleable cultural concept and children themselves, who have become objects of intense marketing activity. The author discusses three recent trends that illustrate the move toward increased commodification. There has been an expansion of peer-to-peer marketing of children and other grassroots forms of marketing using children themselves.
- Subjects
MARKETING; COMMODIFICATION; CHILDREN; MARKETS; ECONOMIC trends; COMMERCIAL products
- Publication
Hedgehog Review, 2003, Vol 5, Issue 2, p7
- ISSN
1527-9677
- Publication type
Article