Branded: The Buying And Selling Of Teenagers

Branded: The Buying And Selling Of Teenagers

by Alissa Quart

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Overview

Generation Y has grown up in an age of the brand, bombarded by name products. In Branded, Alissa Quart illuminates the unsettling new reality of marketing to teenagers, as well as the quieter but no less worrisome forms of teen branding: the teen consultants who work for corporations in exchange for product; the girls obsessed with cosmetic surgery who will do anything to look like women on TV; and those teens simply obsessed with admission into a name-brand college. We also meet the pockets of kids attempting to turn the tables on the cocksure corporations that so cynically strive to manipulate them. Chilling, thought-provoking, even darkly amusing, Branded brings one of the most disturbing and least talked about results of contemporary business and culture to the fore-and ensures that we will never look at today's youth the same way again.

Product Details

ISBN-13: 9780738208626
Publisher: Basic Books
Publication date: 02/17/2004
Series: Art of Mentoring Series
Edition description: Reprint
Pages: 272
Sales rank: 745,531
Product dimensions: 5.50(w) x 8.12(h) x 0.75(d)

About the Author

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.

Table of Contents

Acknowledgmentsxiii
Introductionxv
Branding
Chapter 1Branded3
Chapter 2From the Mall to the Fall: The Teen Consultants17
Chapter 3Peer-To-Peer Marketing37
Chapter 4The Golden Marbles: Inside a Marketing Conference47
Chapter 5The Great Tween Marketing Machine63
Chapter 6Cinema of the In-Crowd77
Chapter 7More Than a (Video) Game97
Self-Branding
Chapter 8Body Branding: Cosmetic Surgery113
Chapter 9X-Large and X-Small129
Chapter 10Logo U143
Chapter 11Almost Famous: The Teen Literary Sensations165
Unbranding
Chapter 12Unbranded189
Chapter 13DIY Kids203
Chapter 14Schools for Sale215
Afterword225
Index233

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