In Branded: The Buying And Selling Of Teenagers By Alissa Quart: The Impact Of Marketing On Youth
Have you ever looked at yourself and pointed out something you wanted to change? In Branded: The Buying and Selling of Teenagers, Alissa Quart discusses how teens are desperate to fit the perfect image of society. In this novel, the reality of marketing to impressionable youth shows the horror and the truth of how society wants people to conform to their ideals. This book focuses on the different techniques companies use for the consumer to buy their products.
In a particular part of the novel, the author specifies that many teenagers are brought in by major companies and are used to test the popularity of a product. The result of conditioning these teens to think they need these products to be beautiful or acceptable leads to the general theme of this novel, which is that even though it may be challenging to rebel from being “branded” by society, it is possible. Quart writes, “teenagers have come to feel that consumer goods are their friends – and that the companies selling products to them are trusted allies. After all, they inquire after the kids’ opinions with all the solicitude of an ideal parent. Tell us how best to see you our products, they ask. If you do, we will always love you. ”
To break through this wall of seeing products as a safety net for one's self esteem, more people need to try to discover who they indeed are without all the influence of companies and brands. It is essential to know that worldly things do not help you gain real love or acceptance from others. Worth is not defined by what you have; it is defined as who you are. Throughout the entirety of this novel, it is evident that Quart is trying to highlight what the negative impact of being exposed to these outlets starting at such a young age might include. Teens may be pressured to undergo surgery later on in their adult life to try and achieve the definition of perfection drilled into their minds. Oh society-to demand conformity.
Do I choose? I am stuck-indecisive. Do I compromise my values and what is real to me, or sell my soul and belong? What an absolute nightmare, yet an opportunity for happiness and security. A true tragedy that is honest in consequence-I can see it sharply; in full clarity; crisp, vibrant; a loud kind of boldness. It calls for me. It wants the whole of me. It desires to receive, and I refuse to give.
This poem emphasizes how tempting it may be to conform to what one is expected to be. One is promised that they will receive love and happiness, but this is all a facade that is used for corporations to make money. However, it is also shown in the poem the possibility of turning away from this. It is difficult to turn away from something that is drilled into the minds of kids and teenagers, but the people who rebel against this standard are often much happier than those who give in. This theme that Alissa Quart is trying to convey the entire novel inspires teens to think for themselves and to challenge the norm of instilling shame into children at their most vulnerable point.
