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Tweens: A Marketing Dream
– A Parental Challenge

by: Anne Monstad, Sept.09

Infants, toddlers and teenagers — three phases of human development that we are all so familiar with. How to deal with children during these phases are topics frequently discussed among parents- and we never get tired of. Now, all the sudden it seems to me that a “new phase” has emerged THE TWEEN and suddenly parents of the 21st Century have a new challenge at hands.

The word Tween is a neological word — a marketing invention. What we are really talking about is a transitional human development stage where some children (particularly females from the age 9 -12) reach the onset of puberty during their preadolescence years. So this phase has naturally existed as long as human beings have existed in this world but since preadolescent children often are more self-aware, they are these days a highly popular target for the many advertisers. Hannah Montana, the Jonas Brothers etc earn most of their living on their tween fan base.

What exactly does Preadolescence/tween mean? 1

Preadolescence is a psychological term that has been used on children where hints of puberty have started. Freud called the preadolescence years for the Latency period. This medical term is more rightfully used to describe the period between infection and the clinical onset of the disease. Although preadolescence is by no means a sickness or infection, he used it to illustrate what preadolescence is: Puberty has entered the child’s body and slowly but in a determined pace puberty, as we know it, will unfold itself in full bloom.
Freud viewed this phase as a relatively calm period – There are still very few physical changes and the child usually suppresses his/her sexual desires into asexual pursuits such as school, athletics and same-sex friendship.

The significant differences are revealed through:
* Fear of kidnappings, rapes and scary media events (witches, monsters,
ghosts)

* A more developed sense of looking into the future and seeing effects of their
actions.

* More realistic job expectations.

* Being more responsible as to willingly take part in house-chores such as
mowing the lawn, delivering papers etc.

* Viewing human relationships differently — they may notice the flawed
human side of authority figures.

* Beginning to develop self-identity as a person in relation to other people,
ideas and nature: A capacity of self reflections and awareness of self.

* Having an increased feeling of independence.

* Having responsibilities for younger siblings and relatives: babysitting.

* Beginning to experience limerence - puppy love or love.

* Can begin to start caring about what they look like and wearing make-up.

Many of these characteristics, if not all, are not so unfamiliar to us parents. It is perhaps preferable then to realize that your child after reaching thirteen changes her ways both physically and psychologically in one year! That may be a tiresome experience.

>> continue to read article here

also this month:

* DO YOU REMEMBER SEPTEMBER?
* TWEENS - WHO ARE THEY?
* FLYING PIGS
* TRAVEL TO HAMBURG
* AUTUMN GOODIES
* ACTIVITIES FOR SCHOOL KIDS
* CANTON ZÜRICH
* BELINDA BALSCHEIT STORY

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Tweens

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The Canton of Zürich has a population of about 1.3 million. The canton is located in the northeast of Switzerland and the city of Zürich is its capital. The official language is German, but people speak the local Swiss German dialect called Züritüütsch.
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