Raising consumers
Subtitle: children and the American mass market in the early twentieth century
By: Lisa Jacobson.
Series: Popular cultures, everyday lives
Publisher: Columbia University Press
Published: 2004
Place of publication: New York
Language: eng
Number of pages: 299
Subjects: Child consumers -- United States -- History -- 20th century; Market segmentation -- United States -- History -- 20th century; Target marketing -- United States -- History -- 20th century; Advertising and children -- United States -- History -- 20th century
Description: "Not simply a new player in the economy, the child consumer became a lightning rod for broader concerns about the sanctity of the family and the authority of the market in modern capitalist culture. Lisa Jacobson reveals how changing conceptions of masculinity and femininity shaped the ways Americans understood the virtues and vices of boy and girl consumers. She also analyzes how children's own behavior, peer culture, and emotional investment in goods influenced the dynamics of the new consumer culture. Raising Consumers is a provocative examination of the social, economic, and cultural forces that produced and ultimately legitimized a distinctive children's consumer culture in the early twentieth century."--BOOK JACKET
Notes: Includes bibliographical references (p. [227]-281) and index.
Table of contents: title: "Big sales from little folks" : the development of juvenile advertising --; title: From thrift education to consumer training : reforming the child spender --; title: Heroes of the new consumer age : imagining boy consumers --; title: Athletic girls and beauty queens : imagining the peer-conscious adolescent consumers --; title: Revitalizing the American home : playrooms, parenting, and the middle-class child consumer --; title: Radio clubs and the consolidation of children's consumer culture during the great depression.