October 16th, 2007
Quart, Alissa. Branded; the buying and selling of teenagers
Quart presents a depressing view of the marketing world’s ploy to capture US youth. How very true, and utterly disgusting, are her points and observations: pre-teens begging their parents for their “right” to have a $40,000 birthday or bar mitzvah party; teens marketing clothing to their friends who are ignorant of their true loyalty; and thousands of youth who are consulted daily by marketing big shots and paid for their services with clothing and invitations to swank parties. The list goes on but still manages to grow in absurdity.
Quart’s discussion of the issues makes for a shocking read for those involved with marketing literacy and teen education, but her vocabulary may surpass that of the average YA reader. She adequately covers the issues for those whose interest lies in countering teen marketing strategies, although the complexity of the subject is difficult to grasp in the context of one book. Parents may find Frontline’s Merchants of Cool a more concise guide to teenage marketing strategies. Ely Marie Anderson, Youth Scvs., Fox River Grove Lib., Fox River Grove, IL