Made You Look: How Advertising Works and Why You Should Know

Nikki Tate-Stratton writes children’s picture books and novels for
preteens. Her most recent novels are Jo’s Triumph, Raven’s Revenge,
and Tarragon Island. Her latest picture book is Grandparents’ Day.

These days it’s impossible to miss the multitude of commercial
messages bombarding us from all directions. Advertisers have figured out
that children and teenagers are an excellent target audience for their
messages. Made You Look provides young readers with a wealth of
information about the basics of advertising.

The introduction includes general background information about how
technology has changed the way advertisers distribute their messages,
different types of advertising (from bumper stickers to fridge magnets),
the pros and cons of advertising, and the ways in which advertising both
reflects and creates culture. The second chapter focuses on the shift of
advertising companies from targeting adults to taking direct aim at
children as young as toddlers. The third chapter includes information
about the specific techniques and strategies used by advertisers.
Chapter 4, “Advertising in Disguise,” looks at more subtle forms of
promotion. The balance of the book includes information about the ethics
of advertising, what is and what is not permissible, and specific
details about consumer power.

Clear directions instruct young readers on how to contact companies and
influence their advertising campaigns. Addresses are provided for
government regulators, industry organizations, and consumer
organizations. Detailed notes for each chapter provide further reading
suggestions for anyone interested in exploring some of the ideas
discussed. A bibliography further assists students studying the subject.


Nearly every page of this book includes relevant quotes, activities for
children to try, playful illustrations by Warren Clark, and intriguing
tidbits and statistics. The subject matter is serious, but the tone of
the book is chatty and engaging. Though aimed at older children and
young adults, this volume includes plenty of information that would be
of interest to parents and educators who want to help children navigate
wisely through our consumer-oriented society. Highly recommended.