Children in Advertising
Translated by Eva Malkki
Fashionable Childhood is the first book to critically examine representations of children and childhood through fashion media. Focussing on themes such as innocence, sexuality, class, and gender, this book provides a detailed and fascinating overview of the topic over the last 40 years.
With case studies of advertising campaigns from international fashion brands such as Calvin Klein, Dior, and Ralph Lauren and in-depth research into Italy’s special edition of Vogue dedicated to childrenswear, Vogue Bambini, Fashionable Childhood examines the ways children’s fashion is presented globally.
With the market for children’s fashion witnessing rapid growth in recent years, this exciting book will be of particular interest and value to students of fashion marketing, promotion, journalism, history, and theory.
Table of contents
- Acknowledgments pp. xiii–xiv
- Introduction: Childhood As Media Spectacle pp. 1–14
- Historically Constructed Childhood pp. 15–38
- Children Through Fashion pp. 39–58
- Innocent Children pp. 59–86
- Eroticized Innocence pp. 87–110
- Fashion as the Sexualizer of Children? pp. 111–132
- Heterosexual Innocence pp. 133–148
- Queer Children In Fashion Advertising pp. 149–170
- Sexualization Is The Name Of The Game pp. 171–188
- Epilogue: The Right To One’s Own Style pp. 189–191
- Back matter