Valves of Desire: A Historian's Perspective on Parents, Children, and Marketing

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.