Like Eric Schlosser in Fast Food Nation,
Linn is able to write about a subject people care about and avoid the
shrillness that can make such books a chore to read. A psychologist
and children's advocate, Linn is openly critical of the corporate
bottom line and focuses on what will benefit children and families.
Her exhaustively researched picture is of a $15 billion industry in
near-total denial about the effects it has. Executives traffic in
transparently self-serving rhetoric, extolling the educational value
of such seemingly bland fare as Teletubbies or claiming to be
developing toddlers' incipient need for control. The concept of
"prenatal marketing" need not be exhaustively described to
send a shiver down the spine of any mother-to-be. Linn points out that
successful marketing is often in direct opposition to what's good for
society. Sex, violence and sugar-packed snacks obviously hold great
appeal for youngsters, and there exists, he says, no countervailing
social force to effectively check their influence. Linn demonstrates
how marketers research methods to make children more effective naggersâ€"thus
undermining parental authorityâ€"and TV programming executives
spike the chilling metric known as "jolts per minute." Linn
works hard not only to put together a truly devastating case against
the marketers, but also to couch it in the most reasonable terms
possible; indeed, the entire book is really an appeal to common sense:
that we as a society take better care of our children. Savvy enough to
avoid sounding "like someone's old maiden aunt," Linn
presents a socially conscious account that deserves wide exposure.
Copyright © Reed Business Information, a
division of Reed Elsevier Inc. All rights reserved.
Susan Linn ©2004 | All Rights
Reserved | Contact
Website Designed & Maintained by: AfterFive
by Design, Inc.
Last Modified: 08/09/2008