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UBC Press The Scramble for the Teenage Dollar: Creating the Youth Market in Mid-Century Canada

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£66.27 £62.96 £64.28 £65.61 £66.93 £68.26 £69.58 26 July 2026 12 August 2026 29 August 2026 15 September 2026 02 October 2026
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Price distribution over 69 days • 1 price levels

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69 days 0 17 35 52 69 £66 Days at Price

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Most common price: £66 (69 days, 100.0%)

Price range: £66 - £66

Price levels: 1 different prices over 69 days

Description

Co-ed, junior miss, grad, teenster. From the late 1930s to the 1950s, the teenager emerged as a distinct and ideal market segment. The Scramble for the Teenage Dollar explores how consumption became an integral part of being a teenager. This 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. Packed 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.

Product Specifications

Format
hardcover
Domain
Amazon UK
Release Date
15 May 2025
Listed Since
24 December 2024

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