The Laurier Media Collection is available only for University classroom usage. Titles are not available for sale or rental. This video puts the role of youth in today s corporate economy into perspective. The viewer joins Brendan on a tour through the local mall.
Teenagers represent a huge and lucrative market for advertisers.
My income is 100 percent disposable. Intercut with Brendan s shopping trip are interviews with shopkeepers, young people who talk about the pressure on them to consume and to sport all the right logos, and members of the bands Thrush Hermit and Hip Club Groove on how the music and clothing industries target young people. With poor job prospects and little access to the political process, teens come to see themselves primarily as consumers. It s a self-image marketers are only too happy to encourage and exploit.