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Thesis
Trophy Children Don’t Smile: Fashion Advertisements For Designer Children’s Clothing In Cookie Magazine
Masters Theses 1911 - February 2014
  • Chris Boulton, University of Massachusetts Amherst
Document Type
Open Access
Degree Program
Communication
Degree Type
Master of Arts (M.A.)
Year Degree Awarded
2007
Month Degree Awarded
February
Keywords
  • Advertising and children,
  • advertising,
  • facial expression,
  • fashion,
  • sex role,
  • interpersonal communication
Abstract
This study examines print advertising from Cookie, an up-scale American parenting magazine for affluent mothers. The ads include seven designer clothing brands: Rocawear, Baby Phat, Ralph Lauren, Diesel, Kenneth Cole, Sean John, and DKNY. When considered within the context of their adult equivalents, the ads for the children’s lines often created a prolepsis—or flash-forward—by depicting the child model as a nascent adult. This was accomplished in three ways. First, the children’s ads typically contained structural continuities such as logo, set design, and color scheme that helped reinforce their relationship with the adult brand. Second, most of the ads place the camera at eye-level—a framing that allows the child models to address their adult viewers as equals. Finally, almost half of the ads feature at least one child looking directly at the camera with a serious expression. This is significant because, in Western culture, the withholding of a smile is a sign of dominance typically reserved for adult males. When children mimic this familiar and powerful “look,” they convey a sense of adult-like confidence and self-awareness often associated with precocious sexuality.
First Advisor
Emily West
Second Advisor
Erica Scharrer
Citation Information
Chris Boulton. "Trophy Children Don’t Smile: Fashion Advertisements For Designer Children’s Clothing In Cookie Magazine" (2007)
Available at: http://works.bepress.com/chris_boulton/1/