Merchants of Cool Essay Example | Topics and Well Written Essays - 500 words

Merchants of Cool - try on ExampleThis film discovers the contemporary teenagers culture and their standpoints on themselves and their parents. In order to target the teenagers, companies explore the teenagers tastes and preferences, perspectives, and their aspirations to reveal what they lust. Needless to say, as according to the film Merchants of Cool, companies survey the symbiotic familiarity between the present day teenagers and the media, as they depend on the other for their identity (Merchants of Cool, 2001).Marketing happens to entirely people at all time, and no individual is invulnerable from its influence and free from its reach (Ewen, 1976, p. 36). The haughty size and purchasing power of the contemporary teenagers creates a windfall of inexorably insistent brand pass that is both omnipresent and goes to extraordinary lengths to hold on to the most significant canon in convincing this demographic segment. The Merchants of Cool notes that teenagers are the hottes t demographic in United States.Marketing to the youth is a challenge task and not as easy as it sounds. Marketers have to seek ways to seem tangible authentic to the lives and perspectives of teens and to be cool to themselves (Ewen, 1976, p. 1118). In essence, they seek the next trendy thing and have enforced approximately anthropological strategy to examine the youth and their every move. Ewen (1976, p. 124) notes that the creation of a fancied desire is significant to the contemporary marketer. The youths have the need to experience self-conscious perspective and a marketer should decoct on this. A marketer can identify this need through examining the youths behavior and ways of life history (Ewen, 1976, p. 128).The Merchants of Cool (2001) delineates a response circle in which marketers carry out comprehensive ethnographic studies of teens to identify whats fashionable, and then augment it and nosh it back to them through media managed by fewer