Market research has evolved so much because of the growing digital world we live in. Kids from the seemingly hip-hop sub culture were paid to attend a Sprite promo, displaying rising hip hop artists.
The documentary asks the question: Although this is perfectly legal, the downfall falls on the consumer that is being researched and targeted. The means of creating this union of soda and music however was created through more spending.
Culture In watching the film, Merchants of Cool, which was aired init is quite concerning how our society is turning to consuming as a means of achieving a satisfying standard of living. Viacom owns MTV which, as depicted by the film, is all an advertisement and all infomercially based.
And with the advancement of technology, so has marketing research advanced, where we are being specifically being catered to with ads to continue this cycle of finding meaning and happiness through the purchase of goods and services.
In final words, as best said by the film itself: Statistics seemingly outrageous to previous generations. The documentary concludes well with the questions: ICP went from a few followers underground to music videos on MTV and spots on television for the world wrestling federation.
In terms of the midriff, the film uses icons such as Christina Aguilera and Britney Spears that send the message: Not only is this disconcerting because it takes away from living in the moment, but it pushes us to live beyond our means. Not only do marketers seek to find what is cool, they actually hunt it.
It was very interesting to watch a band grow from underground to mainstream through marketing and as the film first pointed out "cool hunting". The documentary points out that once a trend is picked up and sold, the trend dies; thus "cool-hunting" and marketing research literally hunts what is cool and kills trends through selling them.
The spending money kids acquire is deemed: The show is illustrated to air very cheap programming to serve as the leading force in creating what is cool to young viewers. In reality, the power behind these large media researchers, marketers, producers, and distributors, who are often the owned by the same company, is astounding and influences not only our lives as an individual, but also has the potential to influence on a global level.
Consumers are being categorized, and because of the categories they are being targeted by certain ads, which perhaps sell a good that is not appropriate, and denied others because of assumptions being made by the online information gathered on that individual.
Unfortunately, they remain the leading force and it costs them the least. Digital social discrimination, which is the idea that companies can take digital information and make inferences of what kind of ads are suitable for the individual consumer, they target only certain ads, discounts, and such They have become the most marketed group, which in turn turns the youth into adults that continue to seek happiness in consuming.
This is why it is important to have some sort of regulatory system overseeing the structure and ownership of media.
We are never at ease where we stand economically and socially, and feel the pressures to keep up.
Quite paradoxical in nature. MTV screened the event casting light on the artists and those chosen kids paid to think a drink is cool.
Wednesday, February 25, Reaction Essay: We will write a custom essay sample on Merchants of Cool or any similar topic specifically for you Do Not Waste HIRE WRITER The fear in this standard of living is that we start losing touch with our true values, and instead of looking towards family, community, ethnicity and religion as the creator of cultural forms, we are now being oriented as a society by the world of commodities.
The film is directed by Barack Goodman and written by Rachel Dretzin and relays its message quite effectively in the form of marketer testimonies, child interviews and a broad projection of the corners this market reaches and creates. And although this is a problem with the upper and middle class, it is a more dangerous problem for the lower class.
The trickle effect of status symbol goods, such as state of the art phones, flat screen televisions, etc. This information is gathered and sold to advertisers by data marketers, unbeknownst to us. Marketers steal the individuality from kids, sell it, and in doing so, kill it. The girl strives to be "bought" by modeling agencies, for something quite far from whoever she is under the skin.
The mook takes the form of a rebellious, gangster-type, reveling young male, where the midriff represents an insecure, very materialistic and superficial young female. The narrator points out that marketers penetrate teen culture seeking "trend-setting, leaders, attempting to grasp the sub-culture and then through this research diminish any "sub" about it.
The film first focuses on Sprite, a soft-drink turned into a bastion of hip-hop culture. The film interviews a thirteen year-old who is obsessed with looking older and fulfilling the marketable-midriff image.The Merchants of Cool is a movie that features the life of youngsters from an economical, social, cultural, political, and environmental point of view.
This paper will analyze the sociological part of the Merchants of Cool movie. Feb 25, · Frontline's documentary: The Merchants of Cool does well to cast light on the hyper-focus marketers give to teenagers and United States' youth. Merchants of Cool Assignment 1. Discretionary Income (chapter 13): The money available to a household over an above what it requires to have a comfortable standard of living.
Discretionary Income (chapter 13): The money available to a household over an above what it requires to have a comfortable standard of living.
Read this essay on The Merchants of Cool. Come browse our large digital warehouse of free sample essays. Get the knowledge you need in order to pass your classes and more.
Only at mi-centre.com". Essays - largest database of quality sample essays and research papers on Merchants Of Cool. In watching the film, Merchants of Cool, which was aired init is quite concerning how our society is turning to consuming as a means of achieving a satisfying standard of living.
The film brought to light how large media companies, especially conglomerates that own all production and distribution of media from start to [ ].Download