By Lisa Jacobson
This provocative ebook examines the social, financial, and cultural forces that produced and finally legitimized a particular kid's customer tradition within the early 20th century.
Read or Download Raising Consumers: Children and the American Mass Market in the Early Twentieth Century PDF
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Extra resources for Raising Consumers: Children and the American Mass Market in the Early Twentieth Century
Example text
Even so, Lasch’s conception of the modern family as overrun by outside forces oversimplifies the mechanisms of change. As Raising Consumers demonstrates, the family was less a passive victim of historical change than an active, albeit sometimes unwitting, agent of change. Paradoxically, even as parents and child experts sought to shore up the shaky boundaries between public and private, they often weakened them in the process. The revitalized home might zone out the vulgarities of commercial culture, but not without incorporating some of its ethos of pleasure and play.
7 Advertisers’ willingness to capitalize on children’s growing independence and assertiveness certainly stretched and tested the egalitarian boundaries of the emerging companionate family. But advertisers also recognized that they could ill afford to sacrifice parental good will in their quest for children’s consumer affections. Mindful of the tenuous balance between parents’ concerns and children’s desires, advertisers struggled to accommodate the interests of multiple constituencies within the consumer household.
13 Children enjoyed imaginary adventures with a cake of Fairy Soap in N. K. 16 Even after advertising in mass-circulation magazines had largely supplanted the use of trade cards during the 1890s, trade card collecting continued to be a popular children’s hobby. In a survey of 1,200 California school children conducted in 1907, psychologist G. 17 Children valued trade cards for their luxurious color images, themselves a novelty thanks to advances in chromolithographic printing, and for the status that an unusual card or fine collection conferred on its owner.
