Out of the Garden: Toys and Children's Culture in the Age of TV Marketing

ISBN-13: 9781859840597 / Angielski / Miękka / 1995 / 428 str.

Stephen Kline

Opis

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."