A kids’ survival guide to advertising. Smart thinking!
Did you know that over 12,000 U.S. schools have agreed to show commercials in the classroom? Or that cartoon character Joe Camel, the cigarette mascot, was created with kid appeal in mind?
Advertising is everywhere today. A typical North American child views a staggering 40,000 ads every year on TV alone! With such a vast number of commercials out there, who’s helping kids decode the messages?
In MADE YOU LOOK, media maven Shari Graydon offers an intriguing exploration of advertising’s inner workings. From the earliest roots of advertising to the guerrilla marketers of the 21st century, this revealing book shows kids where ads come from, where they’re going, and how they work.
Bursting with real-life examples of compelling ad campaigns, thought-provoking “Try This at Home” activities, and plenty of tips to empower young consumers, MADE YOU LOOK is any child’s ultimate guide to the advertising universe.
Reviews:
“Lively analysis seeks to raise preteens’ awareness ... brimming with
anecdotes, facts, and quotes ... young adults, once they start reading, they’ll find themselves sucked in ...”
—Booklist, starred review
“... a thought-provoking resource ... The author delivers the information in an understandable, entertaining manner.”
—Publishers Weekly
“I love Shari Graydon’s book. It’s charming, edifying, sophisticated, subtle, and delightful, all at once-a tall order. What a splendid antidote for oversaturated eyeballs and eardrums!”
—Todd Gitlin,Professor of Journalism and Sociology, Columbia University
“Though the book is decidedly unscholarly in look and feel, it is thorough in
coverage and thought-provoking. Using examples readers will find familiar, it deconstructs ad campaigns without undue condemnation or bias, exposing their sometimes less-than-salient subtext and neatly outlining the common techniques advertisers use to manipulate consumer appetites ... alluringly hip.”
—School Library Journal
“... a book I think every parent should give their pre-teen ... This book gives a young person an explanation of the way advertising works and the tools to distinguish hype from the facts.”
—Bookviews.com
“MADE YOU LOOK is an empowering self-defence kit. Graydon strikes just the right tone: direct and upbeat ... From the slyly tongue-in-cheek cover to the lively magazine format illustrated by Warren Clark’s energetic cartoons, MADE YOU LOOK draws readers in using the same techniques it examines ... user-friendly notes and a good index point the way for kids to track down more information and stay media-alert.”
—Quill & Quire
“Graydon does not condemn advertising, but she does caution the reader to think about the messages and make a deliberate choice ... This helpful text is recommended for consumer education classes.”
—VOYA
“This eye-popping book shows kids 9-12 where those glitzy ads originate, how they work psychologically, and where the ad agencies hope they’lll take them. This is a great tool for empowering young shoppers before they hit the mall.”
—wonderkorner.com
“MADE YOU LOOK would be terrific text for any media literacy class, especially since there are so few contemporary treatments for the subject. But the book is a wonderful read on its own ... In a tone that manages to be spirited, informative and eminently accessible, Graydon helps kids (and adults, frankly) to understand what advertising is and how it works … If forewarned is forearmed, Graydon's book could a formidable weapon in what has long been a losing battle.”
—Ottawa Citizen
“MADE YOU LOOK’s strength is in the reader-friendly anecdotes and trivia illustrating the lengths marketers are willing to go to, as Graydon puts it, ‘separate people and the money from their wallets” … Although getting kids to read the book may present a challenge for concerned parents and teachers, keeping them turning the pages will not. You can see it (the book) inspiring a few budding anti-globalization activists.”
—Vancouver Sun
“MADE YOU LOOK is filled to the brim with examples ... this information is
very helpful in making an informed decision. Written especially for older kids but also useful for adults, this book is a wonderful insight into the power of advertising ...”
—SocialStudiesForKids.com
“A former president of MediaWatch and teacher of media literacy, Graydon’s lively, fast-paced book-wonderfully supported with full-color illustrations by Warren Clark-should be a mandatory part of every Grade 8 curriculum in the land.”
—Toronto Star