MARC Record from marc_columbia

LEADER: 03565pam a2200421 a 4500
001 1413936
005 20220602031058.0
008 930827s1993 enk b 001 0 eng
010 $a 93034292
020 $a086091397X :$c$27.95
035 $a(OCoLC)28844425
035 $a(OCoLC)ocm28844425
035 $9AHS6958CU
035 $a(NNC)1413936
035 $a1413936
040 $aDLC$cDLC$dDLC
050 00 $aHQ784.T4$bK57 1993
082 00 $a305.23/083$220
100 1 $aKline, Stephen.$0http://id.loc.gov/authorities/names/n85345284
245 10 $aOut of the garden :$btoys, TV, and children's culture in the age of marketing /$cStephen Kline.
260 $aLondon ;$aNew York :$bVerso,$c1993.
300 $ax, 406 pages ;$c24 cm
336 $atext$2rdacontent
337 $aunmediated$2rdamedia
338 $avolume$2rdacarrier
504 $aIncludes bibliographical references (p. 368-395) and index.
505 0 $aIntroduction: The Sovereignty of Consumerism: Children in the Age of Marketing -- 1. Communication Analysis for the Age of Marketing -- 2. The Making of Children's Culture -- 3. From Literacy to Comics: The Origins of Children's Fiction -- 4. Thralls of the Screen: The Rise of Mass Media for Children -- 5. Marketing Toys to Children and Youth -- 6. Building Character -- 7. Limited Imaginings -- 8. The Parables of Play: Policy, Strategy and Advertising Design -- 9. Technicians of the Imagination -- Conclusion: Playing with Culture.
520 $aThis timely and innovative book provides a detailed history of marketing to children, revealing the strategies that shape the design of toys and have a powerful impact on the way children play.
520 8 $aStephen Kline looks at the history and development of children's play culture and toys from the teddy bear and Lego to the Barbie doll, Care Bears and Teenage Mutant Ninja Turtles. He profiles the rise of children's mass media - books, comics, film and television - and that of the specially stores such as Toys 'R' Us, revealing how the opportunity to reach large audiences of children through television was a pivotal point in developing new approaches to advertising.
520 8 $aContemporary youngsters, he shows, are catapulted into a fantastic and chaotic time-space continuum of action toys thanks to the merchandisers' interest in animated television.
520 8 $aKline looks at the imagery and appeal of the toy commercials and at how they provide a host of stereotyped figures around which children can organize their imaginative experience. He shows how the deregulation of advertising in the United States in the 1980s has led directly to the development of the new marketing strategies which use television series to saturate the market with promotional "character toys".
520 8 $aFinally, in a powerful re-examination of the debates about the cultural effects of television, Out of the Garden asks whether we should allow our children's play culture to be primarily defined and created by marketing strategies, pointing to the unintended consequences of a situation in which images of real children have all but been eliminated from narratives about the young.
650 0 $aTelevision advertising and children.$0http://id.loc.gov/authorities/subjects/sh85133483
650 0 $aChild consumers.$0http://id.loc.gov/authorities/subjects/sh87006897
650 0 $aMass media and children.$0http://id.loc.gov/authorities/subjects/sh85081881
650 0 $aToys$xSocial aspects.
852 00 $bglx$hHQ784.T4$iK57 1993
852 00 $bbar$hHQ784.T4$iK57 1993