By David Buckingham, Vebjørg Tingstad (eds.)
In contemporary years little ones became an more and more vital buyer marketplace, and there's turning out to be crisis concerning the 'commercialisation' of early life. This ebook sheds mild on those debates, delivering new empirical facts and demanding severe views on kid's engagement with buyer tradition from a variety of foreign settings.
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Example text
First, parents can claim private rights to shape and control the child, free from the outside pressures of Hollywood or tobacco companies. This is a position perfectly consistent with Victorian family values as well as with modern leftwing criticisms of manipulative advertising. Second, both the left and the cultural (though not economic) right assert that the child lacks the information and even ability to make rational consumer choices and, thus, 20 History of Children’s Consumption advertising can be seen as inherently unfair, especially in markets for compulsive and self-destructive goods like tobacco, alcohol, gambling, and violent, sexual, or morally unacceptable entertainment.
The case study Proper Toys was founded in 1946 in Oslo, and is today one of the leading national toy stores. Its reputation is based on selling high quality, pedagogical toys to both private and corporate customers. Proper Toys started out with a strongly ideological mission. In the 1950s and 1960s it was mostly a special shop for kindergarten equipment and material for child therapy. Over the last two decades there has been a steady growth in the company’s market share, especially among private customers.
New York: Oxford. Formanek-Brunell, M. (1993) Made to Play House: Dolls and the Commercialization of American Girlhood, 1830–1930. New Haven: Yale University Press. Goldberg, M. ’, in Shapiro, S. and L. Heslop (eds) Marketplace Canada: Some Controversial Dimensions, pp. 1–31. Toronto: McGraw-Hill. Goldberg, M. and H. Baumgartner (2001) ‘Cross-country attraction as a motivation for product consumption’, Journal of Business Research 55 (1): 1–6 Higonnet, A. (1998) Pictures of Innocence: The History and Crisis of Ideal Childhood.