Jacobson, Lisa. (2004) Raising Consumers


jacobsonARGUMENT

 

SUMMARY

Jacobson  finds that children were often depicted in early twentieth century ads as precocious shoppers with distinctive preferences and a voice to express them. In line with Cross’ and Kline’s assertions about the changing nature of childhood, Jacobson adds that changes in family life, such as a decline in the number of children per family, allowed children to enjoy greater individuality. This contributed to a corresponding increase in democracy within the family unit in which the child had a say in family purchase decisions. By the 1920s, she argues, children themselves were considered the direct purchasers of consumer goods.

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