Analysis Of Juliet Schor's Born To Buy

In Juliet Schor’s “Born to Buy” she starts the first chapter by discussing about how children are the gap between promoters and parents. She goes into the idea that children are usually targeted first, in hopes of immediately reeling them in. Delving into marketing strategies such as how advertisers market video games to boys and glitzy toys to girls - showing gender commercialization in the business. In chapters two and three she shines light on that children at a young age become logo centered. At eighteen months kids recognize logos, and through a build up of influence, by six they are into the latest trends. To her it seems as if these companies make the range they advertise to younger and younger causing children to take control over the
Children are observed in natural settings, be it video or in person, notes are taken on how they respond to certain merchandise, toys, or products. Children are viewed as the main component having direct involvement in every single stage during marketing. Marketers even host focus groups and product parties with only children. Also mentioned in this chapter is Schor’s discovery that saying no to drugs is viewed as parents being the “enemy” by teens and tweens; being sold as the parents telling you not to have fun, holding you back on experiences. In chapter 7 she talks about how “unhealthy” foods are now the hub of this consumerist culture in children and how marketers are using this anti-parent strategy to their advantage. Obesity is at a height in American today, and eating habits learned as children often continue into adulthood. A specific concern discussed is how caffeine and sugar are used in a drug-like manner by the youth, helping kids stay awake or get an encouraging jolt of energy. In chapter 8, Schor conducts two surveys taken by 300 ten to thirteen year olds in Boston. The results of the surveys depict that overall consumerist ideals correspond with low self-esteem and depression. The results show that even at times, materialism can lead to drug use and isolation. The more they buy into the materialistic message, the emptier kids feel. In chapter 10, Schor makes suggestions and propositions on how to stop this consumerist culture in the youth of America. She suggests that there should be regulations made to advertisements in the media. People should be cognizant on the problem, reflecting on where the marketing is being done, in what neighborhoods? Is it being done in schools? and so on. This can cause realization to how commercialism is shown in households and how it should be addressed as an issue early on, in hopes to keep it out of