Valves of Adult Desire: The Regulation and Incitement of Children’s Consumption

  • Gary Cross
Chapter
Part of the Studies in Childhood and Youth book series (SCY)

Abstract

A few years ago I was asked by the editor of a marketing journal to read and comment on a stack of articles by leading authorities in children’s consumer research. I was struck by how these papers focused on one basic issue: how children are socialized to become competent agents, capable of rationally evaluating advertising claims and purposes. Of course, many factors were explored, including the gender, racial, and social differences among child consumers. The authors suggested that knowledge about the child’s capacities could address simultaneously the interests of child protection advocates and of merchandisers (e.g. Goldberg, 1982; John 1999; Goldberg & Baumgartner, 2001).

Keywords

Video Game Federal Trade Commission Breakfast Cereal Comic Book Tobacco Company 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Gary Cross 2010

Authors and Affiliations

  • Gary Cross

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