Branded: The Buying And Selling Of Teenagers

Branded: The Buying And Selling Of Teenagers

by Alissa Quart


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Generation Y has grown up in an age of the brand, bombarded by name products. In Branded, Alissa Quart illuminates the unsettling new reality of marketing to teenagers, as well as the quieter but no less worrisome forms of teen branding: the teen consultants who work for corporations in exchange for product; the girls obsessed with cosmetic surgery who will do anything to look like women on TV; and those teens simply obsessed with admission into a name-brand college. We also meet the pockets of kids attempting to turn the tables on the cocksure corporations that so cynically strive to manipulate them. Chilling, thought-provoking, even darkly amusing, Branded brings one of the most disturbing and least talked about results of contemporary business and culture to the fore-and ensures that we will never look at today's youth the same way again.

Product Details

ISBN-13: 9780738208626
Publisher: Basic Books
Publication date: 02/17/2004
Series: Art of Mentoring Series
Edition description: Reprint
Pages: 272
Sales rank: 760,633
Product dimensions: 5.50(w) x 8.12(h) x 0.75(d)

About the Author

Alissa Quart is a graduate of Brown University and the Columbia School of Journalism. She has written features for publications ranging from the New York Times and Lingua Franca to Elle, The Nation, and Salon. She lives in New York City.

Table of Contents

Chapter 1Branded3
Chapter 2From the Mall to the Fall: The Teen Consultants17
Chapter 3Peer-To-Peer Marketing37
Chapter 4The Golden Marbles: Inside a Marketing Conference47
Chapter 5The Great Tween Marketing Machine63
Chapter 6Cinema of the In-Crowd77
Chapter 7More Than a (Video) Game97
Chapter 8Body Branding: Cosmetic Surgery113
Chapter 9X-Large and X-Small129
Chapter 10Logo U143
Chapter 11Almost Famous: The Teen Literary Sensations165
Chapter 12Unbranded189
Chapter 13DIY Kids203
Chapter 14Schools for Sale215

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Branded: The Buying and Selling of Teenagers 2.6 out of 5 based on 0 ratings. 18 reviews.
ThelmaL More than 1 year ago
Alissa Quart writes in her book, Branded, that teenagers nowadays pay too much attention to brand names and what they see on advertisements. I do agree with Quarts about the fact that teenagers nowadays do care about brands and looking like their favorite movie starts or models, however, I do not agree that it is as big of a deal as it is made out to be in this book. I feel like Quarts made it seem like every girl cares about brands and every girl gets cosmetic surgery, while in reality, I don’t know one teenager who has gotten cosmetic surgery before and most teenagers nowadays do not care to have EVERY piece of clothing of theirs as a brand. They may have one brand here or there, but not everything is a famous brand name. I thought that this book started off with a great idea, however it was pretty boring to read. The entire book was basically the exact same thing. Throughout the whole thing, all it would do is have a statistic and then have examples to back up why that statistic makes sense. It never told a story or anything where you could lead it back to yourself. Every page simply was a new statistic and new information you had to try to comprehend.  
Manirul More than 1 year ago
Nice,,,, Great...!
AmoretteM More than 1 year ago
Quart carefully shaped her opinion of the matter in such a particular and urgent way, one that makes me incredibly aware of my surroundings. Being a teenager transitioning to a young adult, I'm more aware of what is "appropriate to wear" and what isn't. Most of the appropriate wardrobe is that of expensive brand names, to somehow fit myself into this box of some image that really isn't me. She elaborates on the media's conniving ways of getting their brands and names out there, almost in a sickly obsessive manner. Quart presents an important issue that is one I will always be aware of.
Anonymous More than 1 year ago
AliciainMcIntyrescc6 More than 1 year ago
Alissa Quart writes about the medias influence over teens and the way they choose to spend their money. I do think that tv shows depicting wealthy teens dressed head to toe in desinger clothes having the time of their lives can be missleading for young teens. Seeing shows like Sex in The City or Gossip Girl might make a pre-teen feel like they need those labels to live a life like Carrie Bradshaw's. I agree kids are growing up faster than usual, wearing clothes their parents would wear, but not all teens are obsessed with brands, so i do dissagree with Quart when she trys to stereotype ALL teens.
Guest More than 1 year ago
Branded: The Buying and Selling of Teenagers by Alissa Quart is a wake up call that shows just how much teens are the target of advertising. From video games to book covers at school, teens and tweens are force fed advertisements. The sad thing is that kids actually give into it and become walking billboards. They do anything and everything to get the best brand of clothing and even into some of the most prestegious colleges. Although many teens give into this advertising pressure and become corprate sell outs, some teens fight against the propaganda. These teens fight to get advertising, such as name brand soda machines, out of their schools. They say that they're there to learn school things, not corprate dogma. Whether it's advertising in schools or product placement in movies, the pressure to be branded is constantly surrounding us. Overall I thought Branded was a fairly good read, not the best, but good.
Guest More than 1 year ago
reading it at school. it's HORRIBLE! I hated it right from the beginning. It doesn't even have a good issue but even if it did she didnt need to write 300 pages about it. There are too many statistics and it isnt interesting or attention grabbing or anything. I'm from Australia and it didnt relate to me at all. The 'generation slut' part was just offending
Guest More than 1 year ago
This book is a joke. I had to read it for a summer reading project and hated every minute of it. Quart is unsupported in her studies with no sources. The book is passed as relevant to all teenagers, but in reality it is a study of Upper-East side, caucasion girls. Also, I found it laughable how there is a whole chapter called 'Logo U' where she criticies teens for wanting to go to 'name brand' colleges, but she attended Brown and Columbia! I could complain about this book a lot more, however I think I'll save you the time and just say: Don't read it!
Guest More than 1 year ago
As i dont live in America i cant comment on the relativity of this text to the youth of today. however,according to my context as an Australian 17yr old, i can relate to SOME of the points that Quart makes. alike other critics, i can see how she has chosen specific quotes to back up her arguments, though i suspect this is just a sign of her journalistic talents being used to prove a point. Overall, i think that she makes some good points however, the book would have made more of an impact on the reader if the length was shortened.
Guest More than 1 year ago
i think that this is a terrible book which tries to expose teens as 'victims' of corporations. quart does a terrible job in proving her arguments, there were no cited sources, and in fact she didnt even support her own thesis. dont waste your time with this book, believe me.
Guest More than 1 year ago
this book, if you can call it a book, is terrible in tring to suggest that all teenagers are affilliated with this issue of being branded. Quart acts as if we are all cattle on the ranch being 'Prodded' with a hot iron on our backsides and being hurled in to the mincer along with our other cattle friends. This book lacks evidence and support for her argument. If u really bored, i still wouldnt suggest you read this book.
Guest More than 1 year ago
This intersesting expository text fails to convince me that all teens and 'tweens' have succumb to the loyalty of Brand icons. She stereotpyes our generation unfarely by generalising us as a whole. Everyone is different, no one is one dimensional. Her selection of details, statistics and quotes allows her argument to be conveyed positivly, but unfortunatly for Quart, she fails to back her argument with reasonable support. However, still an interesting read which may open your mind.
Guest More than 1 year ago
this book is horrible. It is just her opinions and it stereotypes all teens, not all teens are like that. Plus when she uses a source, there is not any citations and who writes a paragraph that is all quotes. This book is a disgrace to journalist all ove the world.
Guest More than 1 year ago
The book 'Branded' by Alissa Quart failed to provide an unbiased objective view of teenagers. All of her studies, half of which were not credited, were taken in New York City, where culture differs from the whole country. By making these one-sided judgements, Quart brands all teens, unjustly painting them as selfish, materialistic brats. The ideas in this book, particularily pertaining to plastic surgery are ridiculous, to say the least. The next time Quart decides to write a book on something she knows nothing about, she should at least learn how to explore and cite the proper sources.
Guest More than 1 year ago
The book Branded: The Buying and Selling of Teenagers by Alissa Quart will have a lasting impact on the open-minded individual that decides to pick it up and read it. It talks about how society manipulates the youth, bending them to form a masterpiece in their eyes. An example would be a skinny pre-teen female with breast implants, decked out in Abercrombie & Fitch gear and Cover Girl make-up caked on her face. This is what our society has come to, a gigantic makeover of the youth that is spent with their parent's money. According to Alissa Quart, 'The term brand suggests both the ubiquity of logos in today's teen dreams and the extreme way these names now define teen identities.
Guest More than 1 year ago
Does this book define you? This is a great read if you want to find your position in our economy. Alissa Quart states shocking statistics and knowledge that will amaze you. You wouldn't believe how many adolescents are being put to the test to buy and flaunt designer outfits, which amazingly enough set them into categorized groups. There are a sickening number of pre-teens that are dissatisfied with their body and believe it is necessary to change it. Could you imagine spending thousands of dollars on a party for your child? Well, remarkably many parents do spend a tremendous amount as Alissa successfully captures and explains to the public. People are now bowing down to the advertisers and creating their wishes by buying products at any cost.
Guest More than 1 year ago
I felt Branded: The Buying and Selling of Teenagers was a very impressive book. All of the highlighted points that I made are all realistic and can be related to. Teens and nonetheless children are becoming branded more and ore each day with the help of advertisement. Television, music, books, and influences are the reason for unoriginality by young people. Major companies such as Guess, A&F, Aeropostle, and many others present their models as begin sexy and undressed. In reality, not every child or teen is extremely sexy and thin. As a result of showing off these professional 'characters' young people become intimidated by their own looks, their self-esteem is down in the gutter, and some may even get depressed which can lead to unnecessary surgeries and or eating disorders. Each chapter in this book is headed properly with subheadings to bring out the whole main idea. My favorite chapter is in part two, Self-Branding. This is chapter eight and it talks about cosmetic surgery and happiness through being beautiful. In this certain chapter, statistics are brought out and what `s impressive is that Alissa Quart shares her feelings on being beautiful through your own self-happiness. Self-happiness means being happy with the way God made you and just accepts it. Overall, this is an excellent book that many young people should read and get a glimpse of how you can be your own person and still be happy with the way you are.
Guest More than 1 year ago
Alissa Quart describes how America's youth have been successfully targeted with methods today's kids can't resist. In fact, sometimes it is the parents who encourage their children to become 'branded'. The clothes they demand, the makeup they use, even the colleges they want to attend; all must be brand names. The hard sell is everywhere: magazine and TV ads are the most obvious, but the movies and music videos they watch, even the video games they play feature brand name items in glamorous settings. Our children succumb to the need to be like the movie stars and pop singers. It is not enough to want to wear the same brands as the stars and models, they crave to be look-alikes. Thus, teenagers are demanding cosmetic surgeries as never before. Craving to be super thin, some resort to starving themselves (anorexia). The girls want liposection and bodily enhancements; the boys want to be more muscular and powerful. Dangerous medications and surgeries are comsumed in ever increasing numbers by our young generation. This eye-opening book tells the story. No child is too young to be a target.