{"product_id":"9780774869881-scramble-for-the-teenage-dollar","title":"The Scramble for the Teenage Dollar","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eCreating the Youth Market in Mid-Century Canada\u003cbr\u003e\u003cp\u003eCo-ed, junior miss, grad, teenster. From the late 1930s to the 1950s, the teenager emerged as a distinct and ideal market segment. \u003cem\u003eThe Scramble for the Teenage Dollar\u003c\/em\u003e explores how consumption became an integral part of being a teenager.\u003c\/p\u003e\n\u003cp\u003eThis nascent consumer – always a white, middle-class, heterosexual high school student – had purchasing power that demanded recognition. At least, that was the image fashioned by Canadian advertisers and retailers, and especially the biggest department store of the time: Eaton's. Katharine Rollwagen dives into consumer magazines, Eaton's archives, and mail-order catalogues to discover how the commercialized Canadian teenager was created.\u003c\/p\u003e\n\u003cp\u003ePacked with insights about how retailers and advertisers attempted to shape the look, bodies, and behaviour of young Canadians, this is an intriguing look at the power of corporate actors to influence popular understandings of growing up. It also reveals the roots of the hyper-consumerism common among young people today. \u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":56345113952630,"sku":"9780774869881","price":95.77,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_36348119_7e87c165-40d1-4259-b81c-c03ac419fe2f.jpg?v=1759430216","url":"https:\/\/www.rarewaves.com\/products\/9780774869881-scramble-for-the-teenage-dollar","provider":"Rarewaves.com","version":"1.0","type":"link"}