Branded: the buying and selling of teenagers
of marketing might have on teens, such as possibly creating early work ethics (ironically through arguably unethical means) or skills associated with social data collection. Though not intellectually challenging, it does increase ones knowledge of the intense marketing done by large corporations using the unofficial teen "sales force" and the negative implications such targeting methods create in today’s teen. Rather than be a rehash of information that has already been known to the public (though the book No Logo by Naomi Klein has addressed this same issue), it provides rather shocking data that makes one think the marketers have made a smart move through their use of insider-marketing methods. But more so the book focuses on how it negatively affects teens and tweens.
Critics, rightfully, have also pointed out that the book “lacks a broad cultural perspective: most interviewees are white, middle class and female.” But I would assume that although not reported in the book, savvy marketers are using the same methods on other target markets based on income, race and gender.
I personally recommended book for creating social awareness, bringing to the forefront of one’s thoughts how large companies are ‘infiltrating’ our schools, and the negative social and physical aspects it has on our children. It’s surprising that this type of insider-marketing using teenagers is not brought more into public awareness, but this book is an excellent introduction into many facets of teen marketing that can, and need to be, explored further.