This timely and innovative book provides a detailed history of marketing to children, revealing the strategies that shape the design of toys and have a powerful impact on the way children play. Stephen Kline looks at the history and development of children's play culture and toys from the teddy bear to the Barbie doll, Care Bears and Teenage ...
This timely and innovative book provides a detailed history of marketing to children, revealing the strategies that shape the design of toys and have a powerful impact on the way children play. Stephen Kline looks at the history and development of children's play culture and toys from the teddy bear to the Barbie doll, Care Bears and Teenage Mutant Ninja Turtles. He profiles the rise of children's mass media--books, comics, film and television--and that of the specialty stores such as Toys 'R' Us, revealing how the opportunity to reach large audiences of children was a pivotal point in developing new approaches to advertising. In a powerful re-examination of the debates about the cultural effects of mass media, and in particular television, "Out of the Garden" asks whether we should allow our children's play culture to be primarily defined and created by marketing strategists, pointing to the unintended consequences of a situation in which images of real children have all but been eliminated from narratives about the young.
Very Good+ in Very Good+ dust ja. Ex library discard hard cover with Dustjacket. Flaps affixed; Very clean and tight with minimal library indications. DJ Spine sticker. Front free endsheet removed.; 1.5 x 9.2 x 6.1 Inches; 240 pages; 24634.
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Publishers Weekly, 1993-11-15 Kline's book is not for parents looking for a quick read on how television influences their children's behavior, and what, if anything, they can do about it. While there is plenty of discussion about the impact of TV on children, this is a serious study written for an academic audience. The author examines the commercial link between television and the toy industry and the impact that connection has on children's culture. Kline argues that by co-opting children's television programing, toy manufacturers have altered the way children are socialized. Children today are much more likely to learn about society by playing with toys, particularly toys that are sold on television, than past generations were. Kline, a professor of communications at Simon Fraser University in Canada, does not criticize businesses for using TV to maximize their profits, but he urges society to acknowledge the large role television and the toy industry play in shaping children's culture and to develop methods to ensure that there is also production of quality materials. (Dec.) (c) Copyright PWxyz, LLC. All rights reserved
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