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Book Cover
Author Jacobson, Lisa, 1962-

Title Raising consumers : children and the American mass market in the early twentieth century / Lisa Jacobson
Published New York ; Chichester : Columbia University Press, 2004


Location Call no. Vol. Availability
 MELB  339.470830973 Jac/Rcc  AVAILABLE
Description xii, 299 pages : illustrations ; 24 cm
Series Popular cultures, everyday lives
Popular cultures, everyday lives.
Contents Ch. 1. "Big sales from little folks" : the development of juvenile advertising -- Ch. 2. From thrift education to consumer training : reforming the child spender -- Ch. 3. Heroes of the new consumer age : imagining boy consumers -- Ch. 4. Athletic girls and beauty queens : imagining the peer-conscious adolescent consumers -- Ch. 5. Revitalizing the American home : playrooms, parenting, and the middle-class child consumer -- Ch. 6. Radio clubs and the consolidation of children's consumer culture during the Great Depression
Summary "Lisa Jacobson reveals how changing conceptions of masculinity and femininity shaped the ways Americans understood the virtues and vices of boy and girl consumers - and why boys in particular emerged as the heroes of the new consumer age. 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 an 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 Formerly CIP. Uk
Bibliography Includes bibliographical references (pages [227]-281) and index
Subject 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.
LC no. 2004045638
ISBN 0231113889 hardback