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商品詳細
The Scramble for the Teenage Dollar : Creating the Youth Market in Mid-Century Canada.
・ISBN 978-0-7748-6988-1 hard US$ 110.00
￥25,773.- (税込) ※（※）価格はご注文時の参考価格となります。
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| 著者・編者 | Rollwagen, Katharine, |
|---|---|
| 出版社 | (U. British Columbia Pr., CN) |
| 出版年月 | 2025.05 |
| ページ数 | 224 pp. |
| 言語 | ENG |
| ニュース番号 | ＜750-1614 750-270＞ |
解説
Co-ed, junior miss, grad, teenster. From the late 1930s to the 1950s, the teenager emerged as a distinct and ideal market segment. The Scramble for the Teenage Dollar explores how consumption became an integral part of being a teenager.
This nascent consumer - always a white, middle-class, heterosexual high school student - had purchasing power that demanded recognition. At least, that was the image fashioned by Canadian advertisers and retailers, and especially the biggest department store of the time: Eaton's. Katharine Rollwagen dives into consumer magazines, Eaton's archives, and mail-order catalogues to discover how the commercialized Canadian teenager was created.
Packed with insights about how retailers and advertisers attempted to shape the look, bodies, and behaviour of young Canadians, this is an intriguing look at the power of corporate actors to influence popular understandings of growing up. It also reveals the roots of the hyper-consumerism common among young people today.