In this book Daniel Thomas Cook points out that even the layout of department stores is evidence of corporate power to create an advertiser’s vision of childhood. He points out the extent to which advertisers have begun targeting children rather than their parents. The commodification of baby care is further apparent in the massive number of items for sale that specifically target parents.
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.