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This 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.
Stephen 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.
Contemporary youngsters, he shows, are catapulted into a fantastic and chaotic time-space continuum of action toys thanks to the merchandisers' interest in animated television.
Kline 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".
Finally, 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.
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Previews available in: English
Showing 5 featured editions. View all 5 editions?
Edition | Availability |
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1
Out of the Garden: Toys, TV, and Children's Culture in the Age of Marketing
December 1, 1995, Verso
Paperback
in English
1859840590 9781859840597
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2
Out of the garden: toys, TV, and children's culture in the age of marketing
1993, Verso
in English
086091397X 9780860913979
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aaaa
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3
Out of the garden: toys, TV and children's culture in the age of marketing
1993, Garamond Press
in English
0920059651 9780920059654
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zzzz
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4
Out of the garden: toys, TV and children's culture in the age of marketing
1993, Garamond Press
in English
0920059651 9780920059654
|
zzzz
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WorldCat
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5
Out of the garden: toys, TV, and children's culture in the age of marketing
Publisher unknown
086091397X 9780860913979
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zzzz
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Book Details
Edition Notes
Includes bibliographical references (p. 368-395) and index.
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Feedback?July 24, 2024 | Edited by MARC Bot | import existing book |
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