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Branded: The Buying And Selling Of Teenagers, by Alissa Quart
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Generation Y has grown up in an age of the brand, bombarded by name products. In Branded, Alissa Quart illuminates the unsettling new reality of marketing to teenagers, as well as the quieter but no less worrisome forms of teen branding: the teen consultants who work for corporations in exchange for product; the girls obsessed with cosmetic surgery who will do anything to look like women on TV; and those teens simply obsessed with admission into a name-brand college. We also meet the pockets of kids attempting to turn the tables on the cocksure corporations that so cynically strive to manipulate them. Chilling, thought-provoking, even darkly amusing, Branded brings one of the most disturbing and least talked about results of contemporary business and culture to the fore-and ensures that we will never look at today's youth the same way again.
- Sales Rank: #891421 in Books
- Brand: Brand: Basic Books
- Published on: 2004-02-19
- Released on: 2004-02-17
- Original language: English
- Number of items: 1
- Dimensions: 8.13" h x .75" w x 5.50" l, .63 pounds
- Binding: Paperback
- 272 pages
- Used Book in Good Condition
From Publishers Weekly
For the readers still waiting for a substantive follow-up to Naomi Klein's No Logo, this is the book. Quart, a former media columnist for the Independent, follows the bread-crumb trail from the Fourth Annual Advertising and Promotion to Kids conference (no joke, unfortunately) to the mechanics of "peer-to-peer marketing," product placement in video games and the ever-escalating parties of the "bar mitzvah showcase." She hones in on teens' delicate self-fashioning and how it's manipulated for profit by adult "teen trendspotters" who insinuate themselves into the lives of "Influencer" teens in order to cop "youth buzz." Quart is brilliant on the world in which teens "obsessed with brand names feel they have a lack that only superbranding will cover over." She gets great quotes in her first-person encounters with her mostly female subjects, giving the book real voice. And Quart's analyses-of teen movies, SAT tutoring (to improve scores and pose college choices as brands), teen SUV ownership and the role of parents-are sharp and funny. Her exploration of how teens internalize and express market logic-through a process of "self-branding" that can include teen boob jobs and kid-produced anorexia Weblogs-is original and striking. The book lacks a broad cultural perspective: most interviewees are white, middle class and female, so it's difficult for Quart to generalize about how American teens and tweens as a whole use money and products to define themselves. Nevertheless, by the end, readers should be able to spot certain youth demographics and deconstruct their branded worlds instantaneously-and with empathy and anger.
Copyright 2002 Reed Business Information, Inc.
Review
"Branded is a cogent wake-up call." -- Los Angeles Times Book Review
"Quart is brilliant." -- Publishers Weekly (starred review)
About the Author
Alissa Quart is a graduate of Brown University and the Columbia School of Journalism. She has written features for publications ranging from the New York Times and Lingua Franca to Elle, The Nation, and Salon. She lives in New York City.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Elaborate Analysis of Youth Branding
By BARTOLOMEO RAFAEL BIALAS
Branding is all about inculcating meaning into the collective mind. Consumption in industrialized nations has led to dynamic branding activities. Advertisers are using sophisticated psychological techniques to create social tribes around their brands. Penetrating influence of the branding machine is enormous and quite effective (if it wasn't, there would be no Madison Avenue). The concept of selling to kids isn't new; the sooner you recognize THEIR needs, aspirations, peer pressure, etc., the sooner THEY will identify your brand as THEIR own. Brands reach deeper into the youth's psyche in order to become almost an intrinsic part of the very fabric of kids' lives. Alissa Quart's book demonstrates accurately the process of creating loyal customers by advertisers. According to a survey of Americans aged 18 to 24, two-thirds cannot find Louisiana on a U.S. map. At the same time our children can perfectly recognize the golden arches.
"Branded: The Buying And Selling Of Teenagers" is a well-structured, informative book. Quart's vernacular is plain, clear, and unpretentious. As a professional brand consultant I recognize this book as a significant contribution to the ongoing development of branding discipline.
0 of 0 people found the following review helpful.
Five Stars
By Madi J
Very interesting. Though some of the facts are dated, a lot of the content is relevant more so today
53 of 58 people found the following review helpful.
"Corporate pedophilia" and your children
By Malvin
Alissa Quart's "Branded" explores how America's youth are increasingly subjected to sophisticated but ultimately predatory forms of corporate marketing and branding. While the social reproduction of labor has been defined by capitalist requirements for many years, Ms. Quart amply demonstrates that the co-optation of today's youth has deepened and intensified. For many, the immersion in consumerism is so all-encompassing that it threatens to corrupt and corrode their mental self-images and possibly inhibit their ability to function as enlightened citizens.
Ms. Quart shows that the marketing tactics used are often invasive and unscrupulous, amounting to a sort of "corporate pedophilia" whose aim is to grow the corporate bottom line at the expense of childhood itself. Indeed, the author explains that whole classes of products (such as sexually-provocative undergarments designed for pre-teen girls) are unapologetically marketed to ever-younger children, thereby accelerating the pace at which children develop, perceive and interact with their surroundings. Ms. Quart blasts the justifications used by marketers to defend such indefensible actions and alerts us to the moral vacuousness that lies at the heart of the corporate agenda.
Ms. Quart argues that our children bear unmistakable psychological, physical and financial scars from this assault. Media-induced anxiety leads boys to steroid abuse and girls to anorexia; social acceptance is garnered by the flaunting of expensive designer clothes and accessories; class status is predicated by admission to brand-name colleges; and so on. The end result is a hyper-competitive, anxious and debt-ridden generation of youths who collectively are getting locked into the cycle of labor and consumption at a significantly earlier age than their predecessors.
It may be true that Ms. Quart's work depends heavilly on observations drawn from the ranks of upper middle-class society, but she has impressively succeeded in describing a phenomenon that has largely eluded others. The reader is impressed by the author's ability to synthesize scholarly research, pop culture, business information, anecdotes and first-person interviews to make her case. In short, this is original and cutting-edge research that should give inquisitive readers much to ponder.
I recommend this book to parents of teenagers (like myself) who want to understand more about the brave new world their children are inhabiting as well as to teenagers who want to critically deconstruct and reclaim their branded selves.
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