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The Merchants Of Cool

            Marketing techniques have to change to keep up with the modern teen these days. If a corporation wants their ads to sell a product or service to teens than they have to keep up with what's "cool". Putting "cool" things like celebrities, major athletes and trends in ads help relate to teens. And relating to teens is key to selling to them.
             At one time "MTV" ratings were about as high as can be. Then the modern teen's idea of what's cool changed. People lost interest and the ratings plummeted. "MTV" needed a new edge to get back on top. So they created a new show "Total Request live (TRL)". The way the show worked was that people would call in and request the songs they wanted to listen to and the video would get played. This ensured that what teens thought was cool was being played and subsequently ratings went up.
             Companies like "MTV" use "cool" celebrities and athletes to sell to teens. If you turn on any channel you will probably see a celebrity endorsing something. This is another way to appeal to kids. "TRL" used "Limp Bizkit" to get back on top of the charts by featuring them on the annual "Spring Break Special". Other companies use high profile actors to sell products. Some examples: Beyonce for "Feria", various athletes for "Sprite" and Catherine Zeta-Jones for "Verizon".
             "Sprite" has used many athletes in their commercials, but with an "anti-marketing" focus. Teens thought this was "cool" until they caught on that in fact it wasn't "anti-marketing". Sprite sales with teenagers went down quickly as more kids caught on. But then "Sprite" got a new idea - hip-hop music. They used urban culture to try to sell drinks and it worked. Hip-hop was "in" and they exploited it to make their product "cool" by association.
             Teen's thoughts on what's "cool" or "in" at the time are constantly changing and ads need to keep up with what's cool to be affective. Teens are a huge demographic and corporations make a lot of money off them each and every year.


Essays Related to The Merchants Of Cool

1. Concept of cool

Concept of Cool In today's society people use the term "cool" to describe many different things. ... If you want the look of cool you go to the mall and you are surrounded in cool. ... All these aspects of cool discussed above are what society deemed to be cool, but there is still another side to what is cool. ... In the Frontline presentation, "The Merchants of Cool" they went into the teen culture and how it revolves around the concept of cool. ... Then the marketers say to teens this is what's cool now, not asking them what do you think is cool. ...

  • Word Count: 1540
  • Approx Pages: 6
  • Grade Level: High School

2. The Merchant of Venice - Argumentitive Essay

But what I'm focusing on is Williams more unique and powerful plays called The Merchant of Venice in which takes place in 16th-century. ... During the reading of The Merchant of Venice, Shylock's dialogue is very unique and misplaced. ... He hath disgraced me, and hindered me half a million; laughed at my losses, mocked at my gains, scorned my nation, thwarted my bargains, cooled my friends, heated mine enemies; and what's his reason? ... fed with the same food, hurt with the same weapons, subject to the same diseases, healed by the same means, warmed and cooled by the same wint...

  • Word Count: 1109
  • Approx Pages: 4
  • Has Bibliography
  • Grade Level: High School

3. The Merchant of Venice

The Merchant of Venice is a play both about love and hate. ... Fed with the same food, hurt with the same means, warmed and cooled by the same winter and summer, as a Christian is?" ... Shakespeare displays the repugnant effects of hatefulness in The Merchant of Venice. Shakespeare demonstrates love in The Merchant of Venice amongst the Christians. ... (Bassanio- 1,1,161-9) The Merchant of Venice is a play both about love and hate. ...

  • Word Count: 1018
  • Approx Pages: 4
  • Grade Level: High School

4. The Merchant of Venice - Anti-Christian or Anti-Semitec?

The maltreatment can be seen in Shakespeare's The Merchant of Venice. ... In Michael Radford's The Merchant of Venice, Shylock is sympathized with because how of cruel the Christians are. ... Antonio has "laughed at [his] losses, mocked at [his] gains, scorned [his] nation, thwarted [his] bargains, cooled [his] friends, heated [his] enemies-and what's [Antonio's] reason? ... They are "Fed with the same food, hurt with the same weapons, subject to the same diseases, healed by the same means, warmed and cooled by the same winter and summer... ... Michael Radford...

  • Word Count: 989
  • Approx Pages: 4
  • Grade Level: High School

5. Merchant of Venace

The religious reasons for this hatred also pushed them to believe that if a Jew converted to Christianity, as Shylock is forced to do in The Merchant of Venice, then all will be forgiven as the repentant Jew is now pure of heart. "...some Christians believed that the coming of the Kingdom of God was aided by converting the Jews to Christianity" (Hughes 5). ... Shylock sums up the basis for his hatred of Antonio in the line before the famous "hath not a Jew eyes": "He hath disgraced me, and hind'red me half a million; laughed at my losses, mocked at my gains, thwarted my bargains, cooled ...

  • Word Count: 1256
  • Approx Pages: 5
  • Grade Level: High School

6. Midriffs

Millennials Rising and Merchants of Cool paint very unique pictures of the typical teenage girl. ... According to the authors of Merchants of Cool, teenage girls are a prime example of a group looking to show off their unique personalities. ... A large contrast from the authors of Merchants of Cool, the representation of a teenager, more explicitly a teenage girl, seems to come with altered perceptions. ... In the two opinions expressed by the authors of Millennials Rising and Merchants of Cool, the figure ranges from warm and gentle, to far-fetched and disenfranchised. ...

  • Word Count: 1029
  • Approx Pages: 4
  • Grade Level: Undergraduate

7. Merchant Of Venice Essay

By expressing the absolute cruelty of man due to his own prejudice, the Shakespearean play Merchant of Venice acts as a worldwide plea for tolerance. ... In this play, the merchant, Antonio, is put into a life-threatening position because of his past intolerance of the Jews, and the way he has treated them. ... A tiny voice in the overwhelming darkness of our own ignorance, the Merchant of Venice speaks out, imploring the world to become more tolerant, to improve conditions for people everywhere. ... healed by the same means, warmed and cooled by the same winter and summer?... The Mer...

  • Word Count: 1766
  • Approx Pages: 7
  • Grade Level: High School

8. Individualism and Immersion in Western Life

While Ralph Waldo Emerson expresses individualism in his document of Self Reliance as the essence of human life, he could have never predicted that his ideas facilitate the formations of the cool images used nowadays. ... While human civilization improves, people started to understand and utilize Emerson's ideas in the culture of popularity and coolness. The documentary, the Merchants of Cool, the researchers hunt around the New York City to look for people, who grasp the origins of cool. Researchers in Merchants of Cool indicates, " Look for kids who are ahead of the pack because th...

  • Word Count: 1341
  • Approx Pages: 5
  • Grade Level: Undergraduate

9. Clinton Scandal

The Merchants of Cool Teenagers are the most studied group of people in America today. ... This is due in big part to teenagers are impulsive and want to spend every last penny they have in their pocket on being cool. In the movie "The Merchants of Cool," they stated that teenagers spend 100 billion dollars a year, and persuade their parents to spend another 50 billion dollars a year on them. ... They understand that just because Grant Hill advertises Sprite, doesn't mean they have to drink it to be cool. ... This culture seems to be very mysterious to advertisers, and the minut...

  • Word Count: 1036
  • Approx Pages: 4
  • Grade Level: High School

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