November 15th, 2011

Author: Kids arenít as corrupted by marketers as we think

By Dakshana Bascaramurty
The Globe and Mail

If child advocates arenít sounding the alarm over Dakota Fanningís Lolita-esque perfume ad, theyíre complaining about the department-store holiday campaigns that trigger pre-Christmas toy lust. Many have chosen kiddie consumerism as their machine to rage against, but are they fighting the right battle?

David Buckingham, the director of the Centre for the Study of Children, Youth and Media at the University of Londonís Institute of Education, challenges popular thinking about child-targeted marking in his new book, The Material Child: Growing Up in Consumer Culture. 

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