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Selling Youth
How Market Research at the J. Walter Thompson Company framed what it meant to be a child (and an adult) in 20th Century America
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The marketing discourse of perpetual adolescence, describes the ways in which the advertising industry trains all people, young and old, to be consumers of youth in a marketplace that privileges adolescence over adulthood; with ultimate goal of achieving access to an adult wallet that is controlled by a consumer with child-like sensibilities. The discourse of perpetual adolescence has always been present in advertising but came to prominence after WWII when drastic changes in population and the emergence of a new middle class were influential factors in shifting ideologies surrounding what it meant to be a child, a teenager, and an adult. One of the largest advertising agencies of the twentieth century J. Walter Thompson, and their practices in consumer research with Behaviorist John B. Watson, the Consumer Panel, and the Personality Profile Project, suggest that in the Post War period advertisers aimed to further expand the youth market into the more profitable age category of 25-44 year olds by selling youthfulness to adults. The result was the creation of a youth market based not on age but on feelings and lifestyle.
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