CONSUMER KIDS

Book ID/图书代码： 03275008B21910

English Summary/英文概要： "How to bring up children in a commercial world" is now a kitchen-table conversation across the world. The majority of parents feel uncertain as to how to act – where to say ‘yes’ and when to say ‘no’. There’s a sense of unease. But how worried should we really be? This book will shock you. It shows how, more than ever before, and perhaps in Britain more than anywhere else in the world, our children are being tracked and targeted by big business, which sells them back their dreams, packages their childhood and exploits their vulnerabilities. They are encouraged to want, to buy, to drink, to snack, to collect, to grow up fast and yet at the same time stay sweet and innocent.
The upside is that many consumer kids enjoy what comes their way. But the cost comes hard to those who lose out in the race to status and the chase for cool. Mental ill-health among children is rocketing on many counts, from girlhood depression to suicide among boys.
Consumer Kids draws on extensive research by the authors on everything from the primary school credit records, why children from the age of seven torture their Barbie dolls, how boys feel about David Beckham, crawling down the catwalk at the fashion show for luxury babywear, why mums are cooler than dads, why children in the toughest families make the most ardent consumers and why, above all, too much marketing makes you unhappy. It’s essential reading for all parents and for anyone interested in the broader implications of the runaway commercial world we live in.

Chinese Summary/中文概要： 在当今的商业世界如何养大孩子是许多英国人饭桌上的谈论话题。大多数的父母往往不知道该怎么办，不知道什么是需要的，还是该说“不”。时常为此踌躇。那么我们真正应该担心的是什么呢？此书会让你大吃一惊。此书向我们展示，无论从前，还是现在，世界的任何地方都在做孩子的生意，销售的产品让孩子充满憧憬，包装童趣盎然，攻击孩子的弱点。
此书揭示了一些最新的市场策略并发现大公司真正在做什么：召集孩子去操场推广产品，重新包装垃圾食品充当健康食品，打破常规的一些广告，使孩子们分不清什么是真假。Ed Mayo and Agnes Nairn从孩子们的一些表现入手，为什么他们着迷户外烤肉，贝克汉姆效应对男孩的情绪发展有什么样的作用等等，太多的行销让人变得不幸福。我们如何能与这种商业操作斗争下去并把童年交给孩子们呢？这本书是所有那些想逃脱那种商业污染的父母必须读的书。(VL)

Awards/获奖情况：

About the Author/作者介绍： Ed Mayo is a leading campaigner and commentator on social and economic issues and is Chief Executive of the National Consumer Council (NCC). Ed has written widely, including research on children as consumers that has been described by Jonathan Freedland in the Guardian as ‘a groundbreaking study’. Ed helped to found the Fairtrade brand and was the strategist behind the world’s most successful anti-poverty campaign, Jubilee 2000. The Guardian nominated him as one of the top 100 most influential social innovators and he is a World Economics Forum ‘Young Global Leader’. Ed is married with three children and lives in South East London.
Agnes Nairn is an academic researcher and writer based in the UK. She is Affiliate Professor of Marketing at EM-Lyon Business School in France and Visiting Professor of Marketing at RSM Erasmus University in the Netherlands. She focuses on the impacts of commercialism on children and has published in a wide range of international journals. Her reports include ‘The Simpson’s are Cool but Barbie’s a Minger’ and ‘Watching, Wanting and Wellbeing’ – the first study of the links between media exposure, materialism and self-esteem levels in UK children.
Ed Mayo除了是經濟及社會一題的專業評論員外，也是英國消費者委員會的理事主席National Consumer Council (NCC)。發表過無數相關對抗貧窮、孩童消費等報導及文章，曾被英國衛報(Guardian)（因其發表孩童消費的議題）選為百大最具影響利的報導，及入選世界經濟論壇(World Economics Forum)的「全球菁英領袖之一」(Young Global Leader)。
Agnes Nairn出生於英國巴茲(Bath)的學術研究者，專注於研究商業行為對孩童衝擊影響，Consumer Kids為其針對此觀點所發表的第一本著作。

Format:电子手稿

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE(到期可授)

Sales in other countries/其他国家销售情况：

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