How Consumerism Has Influenced The Children Of American Society

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The past two hundred years has brought drastic change to the United States. The country has gone from an agricultural society to an urbanized and industrialized civilization. With this economical shift have come other societal transitions. Juliet Schor is the author of a trilogy of books that concern this shift in society. As an economist, she examined trends in the American economy, but also investigated these trends from a sociological and anthropological angle. She surveyed the increasing amount of work hours the average adult accumulated per year and the unprecedented amount of consumer goods that modern families have collected. Consumerism, which is an ideology of the acquisition of goods and services, is the topic of the third book…show more content…
An example of this could be an orange juice advertisement boasting about 100% juice with added vitamin C on a billboard or commercial. After the epitome of the gatekeeper model, marketers began to form direct links with children, eventually bypassing the parent appeal all together. Schor states, “Today, marketers create direct connections to kids, in isolations from parents, and at times, against them” (Shih 16). This direct link between marketer and child has formed an epidemic of consumerism among children who are not aware of what is going on. Shih continues to talk about how children are increasing more involved in the consumerism society in the United States. Children’s recognition of brands and tie to certain brand names has astonished most parents. Parents have even reported children as young as eighteen months old ask for brand name items. Children of different ages, going from toddlers to teens, are all directly advertised to. These age categories did not always exist. Before the gatekeeper model declined, people would normally say that younger age groups range from baby to child to teen. Now marketers have created more categories to directly market to, such as toddlers, children, tweens, teens, and even differentiation of products for different sexes. . Despite the marketing category they fall into, children see advertisements then ask their parents for the product or service
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