Raising Consumers

Lisa Jacobson is an associate professor in the history department at the University of California, Santa Barbara.

• Acknowledgments Introduction "Big Sales from Little Folks":The Development of Juvenile Advertising From Thrift Education to Consumer Training: Reforming the Child Spender Heroes of the New Consumer Age: Imagining Boy Consumers Athletic Girls and Beauty Queens: Imagining the Peer-Conscious Adolescent Consumers Revitalizing the American Home: Playrooms, Parenting, and the Middle-Class Child Consumer Radio Clubs and the Consolidation of Children's Consumer Culture During the Great Depression Epilogue Notes Index

Rarely do consumer-culture scholars link popular-culture messages to their audiences so successfully...Highly recommended Choice A carefully researched and well-argued discussion of the role of youth in the emergence of consumer culture. -- Nicholas Sammond Television Quarterly Lisa Jacobson's work represents one of the strongest offerings in the group. -- Paula Petrik The Journal of American History Raising Consumers offers a convincing portrayal of how consumerism powerfully reshaped childhood. -- Susan J. Matt, Weber State University Journal of Social History Raising Consumers is a compelling and persuasive book and an enjoyable read. -- Magda Fahrni Urban History Review This marvelous history of the commercialization of childhood since 1890 shows how serious scholarship can place contemporary anxieties into fresh perspective. -- Steven Mintz The Historian Undoubtedly Raising Consumers helps us to better understand the middle-class child's story in the history of American consumer culture. -- Jeremy K. Saucier Journal of Popular Culture An Admiral piece of scholarship...far more thoroughly researched and contextualized than previous work on the history of children and consumption. -- Arwen P. Mohun, University of Delaware American Historical Review An excellent contribution to our growing understanding of the rise of a consumer society and its effects on individuals of all ages. -- Kelly Schrum H-Childhood Succeeds in shedding new light on the history of children as consumers... Her interesting cases are instructive. -- Daniel Thomas Cook Business History Review