Reflection on "The Merchants of Cool"

In describing the effects that “The Merchant of Cool” has on culture, as outlined in the video, it is obvious that kids respond to cool, however, the big challenge for the corporate world is actually finding out what cool really means to teenagers. In order for corporations to create advertising that will attract teenagers, they must first find out what they are thinking about regarding food, clothes, movies, and music. Once an industry understands what “cool” means to teenagers, they can then create the culture that will attract consumers. One of the huge obstacles, however, is that once the industry understands what cool Is, then cool changes for the teenagers. It is a continuous cycle as trends in clothes, food, TV programs and music change based on the interest of the consumers. The effect of these phenomena on the teenage culture is dramatic, and it shows by the way girls and boys dress, talk, walk, and spend money. Girls attempt to dress like Britney Spears in order to be accepted, and they feel that showing their midriff is the only way they can show their sexuality. It is almost to the point that these young girls really do not have their own identity, but try to mirror someone else who is popular. Boys, on the other hand, are attracted to professional wrestling and rage rock music in order to be the “macho” man.

Although I have not been a teenager for a long time, I still like to feel as if I am cool and hip to not only my generation, but also the younger generation. I am confident “Cool Hunting” occurs in our country everyday and includes men and women of every age. I have a tendency to listen to younger bands and watch some of those obnoxious comedies that kids like. My favorite video game is the “Wii” and my grandchildren think I am cool when I get excited and crazy when playing the games with them. “Greys Anatomy” and “Desperate Housewives” are still my favorite TV shows although I never seem to have time to watch them. The actors in these programs are in my age group, they dress young and trendy, and they inspire me to go out and buy similar clothes more often in order to keep up with the trends. I also love to watch the most current fashion shows, and usually try to buy clothes that I like based on what I have seen. Actually, I am just a big kid at heart!!