Selling Saturday Morning: Television, Advertising, and the Making of the Child Consumer odf de graça baixar
por David Boles
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Descrição do livro
In October 1972, a seven-year-old boy in Nebraska sat on red shag carpeting in front of a wood-grain television console and absorbed the full commercial curriculum of Saturday morning. He did not know he was being trained. That is the central finding of this book. Selling Saturday Morning reconstructs the twelve-year period between 1968 and 1980 in which American broadcast television built, contested, and politically ratified a commercial pedagogy of childhood. Five interlocking mechanisms delivered the lesson: parasocial relationships with animated spokescharacters, aspirational product demonstrations, jingles designed for viral transmission through children's voices, the program-length commercial, and retail environments engineered to complete what the screen began. Together they taught children what this book calls the Grammar of Want: how to recognize brands, articulate product preferences, associate identity with ownership, and accept commercial interruption as a natural condition of entertainment. The book traces the system from its pre-history in 1930s radio sponsorship through the consolidation of Saturday morning as a dedicated commercial zone in the 1960s, the close-reading of 1970s cereal, toy, candy, and fast-food commercials as primary texts, the regulatory battles at the FCC and FTC, and the political destruction of the 1978 rulemaking that attempted to ban advertising directed at children too young to understand its persuasive purpose. A case study of local broadcasting in Lincoln, Nebraska, documents the gap between federal regulatory intention and station-level practice, including the author's own unpaid labor on mandated children's programming. The final chapter traces the Grammar of Want into its cable, digital, and algorithmic afterlives, demonstrating that the architecture survived its medium. The author is a product of the system he reconstructs. He watched the commercials, wanted the products, ate the cereal, hosted a segment on local children's television, and loved every commercial second of it. The absence of resentment is intentional. A pedagogy that produces genuine pleasure in its students does not feel like pedagogy. It feels like Saturday morning. Drawing on FTC and FCC regulatory documents, trade press, archived commercials, congressional records, developmental research, and personal experience, Selling Saturday Morning is the first book to isolate the decisive period in which the commercial address of American children was constructed as an integrated system, and to demonstrate that its architecture persists in every screen that has followed.
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