The Merchants Of Cool
One of the class sessions was on a video about teenagers and the things that are cool. It also talks about what the marketers want to know about us so that they can make money.
They say that we spend over fifteen billion a year and our parents even more on just us. They believe that our parents give us extra money out of guilt. This guilt coming from the idea that they are not able to be with their children as much as they want to be or should be because they are constantly working.
In this video they talk about cool kids. Cool kids are those who are trendsetters and those who think outside of the box. The company “LOOK LOOK” goes scouting for these “cool kids” in hopes of finding out what the new tread is and how to market to these trendsetters to make money in the future. They then take this idea and sell them to big corporations for a total of twenty thousand dollars each a year in a subscription.
Once markets find these tread and market them the trend stop being cool. And by enforcing cool it makes it uncool. By enforcing these thought it begins to be a problem for the marketers but now there starting to become seen as the enemy. To get around this problem the marketers make them self appear to be cool their selves for example Sprite. They point fun at the idea of corporation with Grant Hill telling them not to drink Sprite as he was doing himself. When this tactic didn’t work any more Sprite then went into the heart of youth, Hip Hop. With the help of the marketing firm Corner Stone, Sprite is now the fastest sell soft drink. Sprite is now an icon of hip-hop culture.
There many different corporations like Viacom, which market and are right in the running with Sprite. Viacom prized jewel is MTV. MTV lunched over twenty years ago. This channel is nothing but advertisements.
The video talks a lot about how these big corporations take what they learn about youth today to keep them coming back for more. All in all it a big on going circle in which the youth constantly sells itself it itself.
http://www.marketingshift.com/resources/viacom-logo-cloud-lg.jpg
http://www.hypebot.com/.a/6a00d83451b36c69e2011168cfb30d970c-pi
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