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

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  • Cross, Gary

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. Copyright 2002 by the University of Chicago.

Suggested Citation

  • Cross, Gary, 2002. "Valves of Desire: A Historian's Perspective on Parents, Children, and Marketing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 441-447, December.
    • Handle: RePEc:oup:jconrs:v:29:y:2002:i:3:p:441-47
    DOI: 10.1086/344423
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    Cited by:

    1. Valérie-Inès de La Ville & Valérie Tartas, 2010. "Developing as Consumers," Post-Print hal-01627970, HAL.
    2. Valérie-Inès de La Ville, 2008. "La construction du plaisir gustatif chez l’enfant," Post-Print hal-01844083, HAL.
    3. Kamila Mikolajová & Květa Olšanová, 2017. "How to Engage Children into the World of Traditional Car Brands? Exploration of Specific Touchpoints between Future Buyers in the Car Industry and Established Brands," Central European Business Review, Prague University of Economics and Business, vol. 2017(3), pages 27-40.
    4. Melissa Lopez Reyes, 2019. "Cultural Moderators of the Influence of Environmental Affordances and Provisions on Children’s Subjective Well-Being," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 12(1), pages 71-98, February.
    5. Valérie-Inès de La Ville, 2007. "The consequences and contradictions of child and teen consumption in contemporary practice," Post-Print hal-01845103, HAL.
    6. Valérie-Inès de La Ville, 2005. "The invention of the Child Consumer," Post-Print hal-01845230, HAL.

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