Author Juliet Schor explores how marketing has invaded childhood

PESTER POWER. Tweening. Viral marketing. Juliet Schor, a psychiatrist and economist, exposes the multibillion-dollar advertising schemes aimed at America's kids in Born to Buy: The Commercialized Child and the New Consumer Culture. TIME met with Schor:

Why have kids become the target of so much advertising? Kids have a lot more money than they once did, mostly from parents, grandparents and friends. Kids also are much more empowered in parental expenditures, from buying a car to picking a tourist destination to food purchases. Children are inside much more, and they watch more television and other electronic media.

What type of advertising...

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