Valves of Desire

A Historian's Perspective on Parents, Children, and Marketing

Gary Scott Cross

Research output: Contribution to journalArticle

54 Citations (Scopus)

Abstract

This historical analysis on marketing to children argues that the communications linkage between advertiser and child is more problematic than contemporary research models suggest. Cultural reactions to modern market society have led to constructions of childhood innocence that have both restricted and expanded consumption. Over the last century, this ambiguous response has produced repeated efforts to regulate advertising and has led to adult spending to restore wonder through giving to children. The implications of this analysis for marketing and consumer research is discussed.

Original languageEnglish (US)
Pages (from-to)441-447
Number of pages7
JournalJournal of Consumer Research
Volume29
Issue number3
DOIs
StatePublished - Dec 1 2002

Fingerprint

historian
parents
marketing
consumer research
historical analysis
communications
childhood
market
Valve
Marketing
Historian
Society
Linkage
Advertisers
Communication
Historical Analysis
Childhood
Innocence
Historical analysis
Consumer research

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

Cite this

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Valves of Desire : A Historian's Perspective on Parents, Children, and Marketing. / Cross, Gary Scott.

In: Journal of Consumer Research, Vol. 29, No. 3, 01.12.2002, p. 441-447.

Research output: Contribution to journalArticle

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