5/25 documentary response


Merchants of Cool basically seemed to be about how companies tried to improve their marketing strategies for young people.   When youth began to distrust traditional marketing strategies they needed to change how their marketing strategies changed in the sense of how they wanted to get their message across.  I found it interesting that their answer was to make themselves “cool” in the eyes of the youth, and therefore be more credible to them.  They achieved this by hiring and interviewing everyday people to gain an image of what the average american teenager liked and dislike.  They tried to make it seem that they understood the lives and situations of teenagers, but it was more a matter of understanding them as customers, instead of as people.  The images that these companies came up with after interviewing teens, the mook and midriff, honestly seem like actual representations of real people, and had exaggerated characteristics that I think that companies were trying to play on.

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