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ISBN: 082233268XИздательство: Duke University Press
In this revealing social history, Daniel Thomas Cook explores the roots of children?s consumer culture?and the commodification of childhood itself?by looking at the rise, growth, and segmentation of the children?s clothing industry. Cook describes how in the early twentieth century merchants, manufacturers, and advertisers of children?s clothing began to aim commercial messages at the child rather than the mother. Cook situates this fundamental shift in perspective within the broader transformation of the child into a legitimate, individualized, self-contained consumer. The Commodification of Childhood begins with the publication of the children?s wear industry?s first trade journal, The Infants? Department, in1917 and extends into the early 1960s, by which time the changes Cook chronicles were largely complete. Analyzing trade journals and other documentary sources, Cook shows how the industry created a market by developing and promulgating...