Contents of a collection vary significantly according to age: if the younger children more often collect candy wrappers, model cars, and calendars, then the older kids (principally boys from 13 to 14 years of age) collect cigarette packs, bottles and beer cans.
Significant changes have occurred in recent years in what children collect. The number of collectors of candy wrappers, inserts, and labels is growing and that, undoubtedly, is influencing the formation of the esthetic tastes of children. In contrast to postage stamps, postcards and calendars, which have a fairly wide range of variety (art series, pictures representing flora and fauna, geographical objects, and so on), the chief pictures on candy wrappers, inserts in packs of chewing gum and labels are pictures from comics (comic book series). Product makers are keen that kids be constant consumers of their product lines (most often different kinds of sweets). Making use of (one is somewhat inclined to say - exploiting) the age interests of kids in collecting, they try to stimulate a need by means of various lotteries and premiums. As a result the process of collecting is already losing its essential, individual significance and is becoming for children only a way of getting a reward. Here is the direct and greatly significant influence of the so-called market economy and its associated advertising.
Nikolai Stepanov, Moscow, Russia
nikst@glas.apc.org
English translation by:
Marvin Entz, Vancouver, Canada