Summary of Branded: The Buying and Selling of Teenagers by Alissa Quart - Book Report/Review Example

Branded Branded: The Buying and Selling of Teenagers, is a book by Alissa Quart that aims at divulging information about the marketing world where corporations spend billions of dollars trying to woo teens into purchasing their products. This is working as teens are recorded as having spent most of their saved-up money trying to look cool. Others go as far as getting jobs during the summer just to save up enough money to spend on some of the famous brands that make their way into their lives. The constant commercial pommeling that teenagers are exposed to regularly makes them give in to the pressures of being considered cool by their peers, which in turn works in the corporations’ favor (Quart 32). In addition to all the above, the growing need to incorporate sex in some of these advertisements is making its way into the lives of teenagers and younger children. Recent sources in different organizations can attest to this. This paper will examine aspects of the book and relate it to an advertisement, and the impact it might have on its target market. At a particularly young age, teenagers and pre-teenagers are forced into different loyalty schemes by corporations that use their peers to market and sell their products. In Branded, the author brings into account the fact that corporations are having a higher stake in schools than they possibly should. In the past, countless groups, including parents and politicians, were at the forefront trying to resist the notion of advertising in schools. However, the current situation of sponsorship that most corporations boast of is making this a difficult task. Corporations, at present, have more shares in schools than any other party, and they are using this to their advantage. Brand-afflicted teenagers are now everywhere, but there might be time to save some of the young ones from the menace that is branding (Quart 47). Target audience Victoria’s Secret is one brand that is affiliated with the imagery of sex and sex appeal. In most of their advertisements, models and people wearing their lingerie appeal to the adults and market that tends to grasp the concept of being sexy. However, lately the brand has been moving toward a different market altogether. In a recent advertisement, “Bright Young Things,” the brand has brought to light their aim for a younger market. Teenagers and pre-teens who want to be considered cool are now looking toward Victoria’s Secret line of lingerie in a bid to look older, or more sophisticated. Parents are being forced to give in to the pressure of their young children who demand such clothing, and it is obvious that once children catch on to this brand, there is no turning back. It is next to impossible for the children not to remain loyal to the brand, if they start when young (Lutz 1). Aspects of the demographic The income and lifestyle of teenagers and pre-teens cannot be questioned as it is not impossible to pinpoint exactly where they get their income, or lifestyle choices. These aspects are influenced directly by their parents, immediate family members, and even friends. The little income that teenagers may receive is probably from allowances that parents offer their children once they partake of certain activities. However, as the issue of branding and marketing takes precedence in most schools and areas (Quart 53), teenagers are looking for different avenues which can work toward increasing their capital. It is this aspect that sheds light on why teenagers look for different jobs during the summer and spring-breaks. More money means more savings, which ultimately leads to lifestyle autonomy. Parents have little or no say in the matter once their children start buying their own clothes, using their hard-earned money. Alissa Quart takes the reader into the processes used by corporations to attract teens and pre-teens into their branding world, and why it is particularly easy for teens to succumb to these schemes. The first aspect that comes into play is the use of people their own age to market and advertise some of the famous brands. Teenagers are used to find out what is new and what is not, so that corporations may get a head start on their competition (Quart 62). They usually do this by giving teenage clothes to young people to make them appealing and cool, which acts as a motivation for the other teenagers who might want the same. At a young age, a teenager may want to be seen as an adult, and treated as one. This is what enables corporations and brands like Victoria’s Secret to effectively market, advertise, and sell their products to teenagers. By designing lingerie that is aimed for teenagers, there is an assumption that is made in the minds of young people. If they can wear grown up clothes, then it is logical that they would be treated as grown-ups. An administration officer in the Victoria’s Secret Corporation opened up and actually attested to this theory. The lingerie is seen as being for college-going girls, but the officer actually said it was designed for children lower than that age. This is because children at a younger age want to be seen as older and more mature, hence; might opt for such clothing, just to act the part. Pink is the clothing line by Victoria’s Secret that aims at bringing teenagers and pre-teens closer to the brand, creating loyal consumers at a tender age. Girls in their pre-teen and teenage years are now obsessed with wearing cute undergarments and clothing, and parents are giving in to this pressure (Lutz 1). This is the new reality that hits the lives of countless individuals, because everything present today is commercialized. According to the author of Branded, the obsession that is brought on by the pressures of life in terms of lifestyle and image is changing the lives of countless young individuals. The materialism and consumerism that is brought into focus by the book is interesting as times continue to change, and the manner in which pre-teens and teens are viewed drastically changes (Quart 71). In my opinion, teenagers can easily be manipulated into doing things that might be cool or considered trendy. This is why all angles are used by corporations to ensure that the target market (teenagers) grow up believing in the fundamental concept of branding. Corporations are now going as far as having teenage sensations and celebrities to market some of their products. It is for this reason that most of the teenagers wish they could be like the stars they see on television, or the billboards. However, all may not be lost. Branded also brings into focus the numerous teenagers who are against this kind of consumerism and materialism that corporations use to manipulate susceptible minds. They might be against this form of lifestyle among their peers, but it is particularly difficult, especially when going up against a whole generation of people that are being raised to be loyal to brands and consume. The easy and understandable language used makes the book an interesting feature in the lives of countless people. This is especially for those who would want to know or comprehend the situation that most young people are faced with regularly (Quart 84). In conclusion, parents and the whole of society should not be quick to give in to the pressures that the commercial world is placing on their children, mainly by allowing their children to wear and be affiliated with brands. It is their task and duty to be responsible for what their children are seen wearing, as this might assist in determining how the child grows up to be in the future. The movies, magazines, and even music teenagers listen to might be some of the ways in which corporations are getting to the young generation. It may be impossible to go up against these industries and their content, but parents can limit the impact these corporations have on their children. Works Cited Lutz, Ashley. “Victoria’s Secret Really Wants Teenagers to Shop there-Here’s the Proof.” Business Insider 12 Mar. 2013: 1+. Print. Quart, Alissa. Branded: The Buying and Selling of Teenagers. New York: Random House Publishing, 2003. Print. Read More