Ellen Seiter - Sold Separately: Children and Parents in Consumer Culture (Communications, Media, and Culture)
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Sold Separately: Children and Parents in Consumer Culture (Communications, Media, and Culture)
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A radical approach to childrens TV. . . . Seiter argues cogently that watching Saturday cartoons isnt a passive activity but a tool by which even the very young decode and learn about their culture, and develop creative imagination as well. Bolstered by social, political, developmental, and media research, Seiter ties middle class aversion to childrens TV and mass-market toys to an association with the uncontrollable consumerism--and hence supposed moral failure--of working class memebers, women, and increasingly children. . . . Positive guidance for parents uncertain of the role of TV and TV toys in their childrens lives. --Kirkus Review In this thought-provoking study, Seiter reasonably urges parents and others to put aside their own tastes and to understand that childrens consumer culture promotes solidarity and sociability among youngsters. --Publishers Weekly An important book for those desiring an overview of the toy industrys impact on consumer culture . . . [it] provides a fair and well-balanced view of the industry. --Kathleen M. Carson, associate editor, Playthings
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Sold Separately : Children and Parents in Consumer Culture Rutgers Series in Communications, Media, and Culture
author
:
Seiter, Ellen.
publisher
:
Rutgers University Press
isbn10 | asin
:
081352198X
print isbn13
:
9780813521985
ebook isbn13
:
9780585113852
language
:
English
subject
Television advertising and children--United States, Child consumers--United States.
publication date
:
1995
lcc
:
HQ784.T68S45 1995eb
ddc
:
659.1019
subject
:
Television advertising and children--United States, Child consumers--United States.
Page ii
A volume in the Rutgers Series in Communications, Media, and Culture George F. Custen, series editor
Series Editorial Board Nick Browne, University of California, Los Angeles Larry Gross, University of Pennsylvania Michael Holly, University of Rochester Ludmilla Jordanova, University of Essex
Page iii
Sold Separately
Children and Parents in Consumer Culture
Ellen Seiter
RUTGERS UNIVERSITY PRESS NEW BRUNSWICK, NEW JERSEY
Page iv
First paperback printing, 1995
Library of Congress Cataloging-in-Publication Data
Seiter, Ellen, 1957 Sold separately : children and parents in consumer culture / Ellen Seiter. p. cm. (Communications, media, and culture) Includes bibliographical references (p. ) and index. ISBN 0-8135-1988-8 (cloth)ISBN 0-8135-2198-X (pbk.) 1. Television advertising and childrenUnited States. 2. Children as consumersUnited States. I. Title. II. Series. HQ784.T68S45 1993 305.23dc20 92-44227 CIP
British Cataloging-in-Publication information available
Copyright 1993 by Ellen Seiter All rights reserved Manufactured in the United States of America
Page v
In memory of Sheila Harrington Seiter 19191983
Page vii
Contents
List of Illustrations
ix
Acknowledgments
xi
Introduction
1
Chapter One Children's Desires/Mothers' Dilemmas: The Social Contexts of Consumption
7
Chapter Two Buying Happiness, Buying Success: Toy Advertising to Parents
51
Chapter Three The Real Power of Commercials: Questioning the Terms of Debate
96
Chapter Four Utopia or Discrimination?: Commercials for Kids
115
Chapter Five Toy-based Videos for Girls: My Little Pony
145
Chapter Six Action TV for Boys: Slimer and the Real Ghostbusters
172
Chapter Seven Toys "R" Us: Marketing to Children and Parents
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