Merchants Of Cool Argumentative Essay About Uniqueness
Argumentative essay written by students. They spend their days sifting through reams of market research data. They conduct endless surveys and focus groups. They comb the streets, the schools, and the malls, hot on the trail of the 'next big thing' that will snare the attention of their prey--a market segment worth an estimated $150 billion a year. They are the merchants of cool: creators and sellers of popular culture who have made teenagers the hottest consumer demographic in America.
But are they simply reflecting teen desires or have they begun to manufacture those desires in a bid to secure this lucrative market? And have they gone too far in their attempts to reach the hearts--and wallets--of America's youth? FRONTLINE correspondent examines the tactics, techniques, and cultural ramifications of these marketing moguls in 'The Merchants of Cool.'
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Produced by the program talks with top marketers, media executives and cultural/media critics, and explores the symbiotic relationship between the media and today's teens, as each looks to the other for their identity. Teenagers are the hottest consumer demographic in America. At 33 million strong, they comprise the largest generation of teens America has ever seen--larger, even, than the much-ballyhooed Baby Boom generation. Last year, America's teens spent $100 billion, while influencing their parents' spending to the tune of another $50 billion. But marketing to teens isn't as easy as it sounds. Marketers have to find a way to seem real: true to the lives and attitudes of teenagers; in short, to become cool themselves.
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To that end, they and have adopted an almost anthropological approach to studying teens and analyzing their every move as if they were animals in the wild. Why do i have to do my homework. Long considered to be the arbiter of teen cool, the late 1990s saw MTV's ratings on the wane. To counter the slide, MTV embarked on a major teen research campaign, the hallmark of which was its -- visiting teens' homes to view first hand their lives, interests and ask some quite personal questions. But what lessons do MTV and other companies draw from this exhaustive and expensive study of teenagers' lives? Does it result in a more nuanced portrait of the American teen?
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