The marketing discourse of "perpetual adolescence," describes the ways in which the advertising industry trains all people, young and old, to be consumers of "youth" in a marketplace that privileges adolescence over adulthood; with ultimate goal of achieving access to an adult wallet that is controlled by a consumer with child-like sensibilities. The discourse of perpetual adolescence has always been present in advertising but came to prominence after WWII when drastic changes in population and the emergence of a new middle class were influential factors in shifting ideologies surrounding...