Branded Chunk #1 [pgs.1-75]

In the nonfictional book "Branded" by author Alissa Quart argues generation Y , teenagers are easily influenced and manipulated by big businesses and corporations to buy unnecessary products. Those influences include: magazines, movies, books, catalogs, parents, friends, and the internet. Since teenagers are so easily influenced, corporations advertise to attract which has the affect of people under twenty-five having the highest credit card debt. The author uses evidence such as: statistics, anecdotes, and interviews teenagers. Corporations are using teens for advice on how to advertise their product in order to appeal to other teenagers. These teen are called trend spotters. Now a days there are trend spotters which are teens who tell famous magazines and corporations what is in style and what is not in order for them to be able to get the teens attention. She explains how brands are advertise so much that kids poke fun at each other is the brand they have on their bag is a rip off, and how now even their underwear has to have a brand on it. She states that brand advertising keeps growing and growing that kids want everything bigger and better, sometimes they want to look 10 or even 12 years older than what they really are. Also she compares how parents, especially moms, get easily manipulated and buy these products, they buy it for their kids because they asked for it or even for themselves because these name brands they feel makes them look 10 years younger. Parents are also obsessed with brands and often shop at the same stores as their children. The author’s intent is to let it be known how corrupt the teenage mind is and hopefully finds a solution to help teens realize what is more important. Quart seems to have a teenage audience in mind but she also speaking to the parents and CEO of these corporations.


Discussion Questions:

Clarification: Do you feel that the author is correct to say that teenagers are the biggest group affected by this issue of buying into trends?

Application: Have you ever been a victim of buying into a trend, what trend, discuss the negative and positive aspects of it, and in the end were you ultimately compelled with the decision you made?