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An indispensable guide for companies marketing to four-to twelve-year-olds.
"This book has three parts: (1) an overview; (2) myths and realities about children as a market (chapters 1-8); and (3) myths and realities about children's responses to marketing behavoiur (chapters 9-21). The first eight chapters describe myths and their realities regarding children as a market segment. I demonstrate the enormous market potential children hold todday is far beyond the penny-candy potential once attributed to them. I characterize children as not one but three markets - a current market spennding their own money on their own wants and needs; an influence market spending mom's and dad's money on their own wants and needs; and a future market for all goods and services. In the third part of the book - chapters 9 through 21 - I detail children's reactions to marketing, specifically, their responses to stores, products, including social products, brands, advertising, promotion, public relations, and packaging." -Preface.
Looks at the way corporations and advertisers target children as a profitable demographic, as well as their methods for getting past parental safeguards to make products of all kinds appeal directly to even the youngest children.
Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Companies are enlisting children as guerrilla marketers, targeting their friends and families. Even trusted social institutions such as the Girl Scouts are teaming up with marketers. Drawing on her own survey research and unprecedented access to the advertising industry, New York Times bestselling author and leading cultural and economic authority Juliet Schor examines how a marketing effort of vast size, scope, and effectiveness has created "commercialized children." Schor, author of The Overworked American and The Overspent American, looks at the broad implications of this strategy. Sophisticated advertising strategies convince kids that products are necessary to their social survival. Ads affect not just what they want to buy, but who they think they are and how they feel about themselves. Based on long-term analysis, Schor reverses the conventional notion of causality: it's not just that problem kids become overly involved in the values of consumerism; it's that kids who are overly involved in the values of consumerism become problem kids. In this revelatory and crucial book, Schor also provides guidelines for parents and teachers. What is at stake is the emotional and social well-being of our children. Like Barbara Ehrenreich's Nickel and Dimed, Mary Pipher's Reviving Ophelia, and Malcolm Gladwell's The Tipping Point, Born to Buy is a major contribution to our understanding of a contemporary trend and its effects on the culture.
“Kids are important… They need safe places to live, and safe places to play.” For some kids, this means living with foster parents. In simple words and full-color illustrations, this book explains why some kids move to foster homes, what foster parents do, and ways kids might feel during foster care. Children often believe that they are in foster care because they are “bad.” This book makes it clear that the troubles in their lives are not their fault; the message throughout is one of hope and support. Includes resources and information for parents, foster parents, social workers, counselors, and teachers.
Presents stories of significant events and people in American history, patriotic songs, and American folk tales and poems.
Will I live with my parents again? Will I stay with my foster parents forever? For children in foster care, the answer to many questions is often "maybe." Maybe Days addresses the questions, feelings, and concerns these children most often face. Honest and reassuring, it also provides basic information that children want and need to know, including the roles of various people in the foster care system and whom to ask for help. An extensive afterword for adults caring for foster children describes the child's experience, underscores the importance of open communication, and outlines a variety of ways to help children adjust to the "maybe days"—and to thrive. From the Note to Foster Parents and Other Adults: The enormity of adjustment that children in foster care are asked to make is hard to over-state. Children in foster care may experience and express a range of feelings, many of which may emerge during the reading of this book. Multiple feelings may occur at the same time and may include: Relief and a sense of safety Happiness and a sense of enjoyment Sadness Anger Fear or worry Confusion Guilt Shame Loneliness Sense of loss ​Some children respond well to verbal discussion about their feelings....Keep in mind that asking questions and encouraging activities can be useful for some children, but it is not always necessary and is never a substitute for simply listening.
Parents all over the world have certain universal aspirations. They want their children to contribute meaningfully to society and to pursue their own dreams. But we appear to be missing the essentials. In this inspiring book, based on 30 years of research and practice, Dr. Stanley Greenspan redefines the qualities of an emotionally and intellectually healthy child and identifies the ways that parents can help their children develop each quality. The qualities that make us call a child a “great kid,” such as empathy, curiosity, and logical thinking, are fundamental and underlie all the academic, athletic, and social talents that a child might develop. We are not born with these traits, Greenspan demonstrates, they come from experience, which suggests that each and every parent can encourage them and that each and every child can strive to acquire them.
Kids should have a ball creating such wonders as an edible ocean or a greenhouse grown in a plastic bag. Among the 78 recipes are instructions for making such revolutionary new artistic mediums as whipped cream finger paint, dryer lint clay, and toothpaste putty. Quite a few of the concoctions are edible while others make great party activities or simple gifts. Illustrations.