The Tweenager Youth Market

Paper Summary:

This paper defines the "tweenager", the youngest members of the Generation Y segment who are eight to twelve years old, the pre-adolescent to adolescent age group, applicable to both the male and female members of the group, but much more likely to be female. The author points out that the culture of tweenagers, mainly based on the entertainment industry, considers entertainment personalities and pop culture icons as idols and "hero?" models. The paper reviews two prevailing marketers of pop culture products and services for female tweenagers, Claire's Accessories and "Cosmo (Cosmopolitan) Girl", specifically in terms of each companies' marketed product, pricing, channels of distribution, and promotion strategies.

Table of Contents
Introduction
The "Tweenager"
Addressing the Tweenager Market
Claire's Accessories, Ltd.
"Cosmo (Cosmopolitan) Girl"
The Adult versus the Tweenage Market
Conclusion

From the Paper:

"In the case of the main units of analysis for this study, which are the pre-teen and media-savvy females, consumerism, materialism, and hedonism are illustrated among "tweenagers" preoccupation with their physical appearance, or the body. The body, according to Joan Brumberg in The Body Project, "is a consuming project for contemporary girls because it provides an important means of self-definition, a way to visibly announce who you are to the world". Through material consumption, "bodies are magically reworked and identities completely refashioned", illustrating subsistence to hedonism (self-indulgence in happiness and in the pleasure that a tweenager has an identity and image of her own)."

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