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By Janet Bodnar

Janet Bodnar addresses every thing from curing a case of the gimmies and picking allowance degrees to budgeting, incomes and saving.

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Among children between the ages of 4 and 12, James McNeal’s studies showed, girls save a slightly larger proportion of their income than boys do. McNeal is at a loss to explain the difference except to guess that boys are permitted more freedom in their activities than girls, and therefore they spend more. “Even in Mom-only households, boys seem to be on a longer rope than girls are,” said McNeal. The disparity continues when kids become teenagers. Overall, guys spend more of their own money each week—$59—than do girls, who spend $53.

Chapter Three THE ADMAN COMETH Nike athletic shoes offer another classic example of marketing to teens, according to Zandl. Teenage boys are preoccupied with performance; when asked who they’d like to meet, they tend to cite people who are outstanding in their fields. So Nike used celebrity endorsers like Michael Jordan and stuck with them for years, to the extent that the company “totally meshed itself and the celebrity in the eyes of young consumers,” said Zandl. The Difference Between the Sexes O ne truism about advertising to kids: Sexism sells.

You might also remind the child that while you may not choose to buy concert tickets, you did spring for an electric guitar (or whatever) on his birthday. Then go off for your night on the town.

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