Merchant of Cool: Fresh Looks Triggering Teen Trends - Essay Sample

Introduction

Merchant of cool is regarded as one of the next big things in today's world economy due to several reasons. Being cool is a vital socioeconomic barometer. The fact that there exist more teens than at any previous time has made marketers (cool hunters) spot some of the available opportunities. The idea of fresh looks for teens who are more enlightened because they will trigger other fellow teens with what they are doing. Cool hunters conduct endless surveys as well as the target groups. Having teens as their prey, they bomb streets, schools, and malls in search of the next big thing (Sramova, p1030). Merchant of cool sell and create a popular culture that would probably make teenagers highly profiled consumers. Merchants of cool examine tactics, techniques, and cultural ramifications. That would help them to explore the symbiotic relationship that exists between the media and today's teens as they depend on each other for their identity. In that, lies the peril of the present teenage driven economy. The Result from various surveys holds that, As everybody assaults the present adolescents with pseudo-real showcasing pitches, young people progressively look to the media to furnish them. With an instant character predicated on the current adaptation of what's cool. Instead of engaging youths, the constant spotlight on their needs and wants leaves them loose in an ocean of clashing showcasing messages. Also, as an ever-increasing number of teens look to the media to characterize what they should think. And how they ought to carry on, even some cool trackers are never again sure that their work isn't having a negative effect (Sramova, p1030).

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Being cool is significant for all 13-year-olds. Industry makers realized it could make a crucial financial angle among youthful little children. As indicated by Douglas Rushkoff, a media personality of "The Merchants of Cool," an advert on the cover page in PBS, identity is a fundamental factor for any fruitful business. The program starts with the affirmative certainty that there are currently more American youngsters exceeding previous centuries. The objective market comprises an enormous level of youth than even their matured guardians. A different type of economic specialists called "cool hunters" navigates the shopping centers of America to identify the next trend. As mediators of connection among learning and practice, parental demeanors about the jobs of guardians and others in the bringing up of small kids, just as about explicit methods, can add to some variety in rehearses and in the take-up of administrations among people and subpopulations. Be that as it may, the accessible proof focuses on a requirement for taking guardians' frames of mind and convictions into thought in the plan and usage of projects and administrations to improve their scope.

MTV and other companies put their emphasis and invest a lot in their teen's marketing surveys. The New Yorker and Los Angeles Times to give a clear insight of the mook and midriff to its viewers to hook the teen consumers. In the sense that midrift portrayed a teenage girl is the profoundly sexualized, world-tired sophisticate that undeniably populates TV programs. On the other hand, the male partner, the "mook." Characterized principally by his childish, clumsy conduct, the "mook" is a perpetual juvenile: rough, misanthropic - and exceptionally irate. Apparently, in doing as such, pundits ask, is MTV genuinely mirroring the wants of the present youngsters, or would they say they are feeding a social fascination with music and symbolism that lauds savagery and sex just as reserved conduct and demeanors?

Children and Consumerism

The viewpoint of the cool tracker includes a disentangled thought. For example, the entertainers search for the children who are ahead of their companions, since they will impact their peers in the marketing campaign. Well, some of the peer influencers that propagate the selling include Dee Dee from the New York insider. These activities equipped towards closeout of these ideas to huge enterprises. When large organizations set these cool plans to work, it's just a brief timeframe before what's cool progresses toward becoming overrated, and the entire procedure starts once more. Sprite soft drink signifies an item that moved from cold to extremely high. After advertisers distinguished what children loved and didn't care about in the soft drink commercial (Lindley et al., p335.).

As the title infers, "The Merchants of Cool," takes a marginally conspiratorial perspective on the advertisement. Altogether the entertainment pacemakers like Baysei are more transcendent and foreboding than that of MTV. Twenty years after its commencement, MTV proceeds to firmly relate to its second and third era fans by leading perpetual statistical surveying and indecent marketing and repackaging. On the off chance that Sprite contracts out assembly hall for a hip-jump party, thus prioritizing the issue and after that publicized. Still, the programming promotes MTV's "Immediate Effects" appearance. Thus, the advert creates a positive image for two businesses in an instance. When not supporting cool, enterprises sell sexual orientation generalizations (Lindley et al., p335.). Thus, this action hypothesizes that corporate symbolism contributes to decreased youth culture. The result includes generalization into two groups. The categories include mocks and a blend of ultra-lazy thrill-seekers. Well, the main issue is the role of these organizations in highlighting the desires of young individuals. Consider the fact that the main idea is marketing. Thus, the toddlers follow the examples showcased in the adverts created by cool hunt influencers.

Effect of Consumerism on Child Development and Appropriate Ads for Children

According to Graham, an expanded spotlight on materials. Estimating of assets has created narcissistic kids who grow up to be personalities who never get familiar with the exclusive prizes of social having a place and reliance. The purpose of advertising culture is to create a positive feeling about ourselves. Well, the idea is all about individualism and making us superior over others (Lindley et al., p335.). Recent research indicates that individuals who only care about the status quo, trending products, and fame have depression and other mental complications. Still, these personalities find it hard, living a happy life. Altogether, exposure to this culture can make your life less fulfilling.

In contrast, characters who believe in spending time with loved ones and practicing healthy interactions prove to have a healthy life (Sramova, p1030). Note that the effect of consumerism controls the feelings of the targeted audience, thus addictive. The saddest part is that it contributes to caring more about yourself than others.\

Regarding parenting, various mitigation measures are essential in controlling the effect of consumerism on kids. As a parent, the most critical agenda includes being a role model. Remember, young people react to every action in their parents' culture in their lives. Some of the activities include helping out neighbors and active involvement in community work. These activities potentiate team spirts and help children develop a positive attitude towards life. Still, children can quickly get involved when doing these activities. Other events include focusing on nature and showing interest in the effect of our surroundings.

Conclusion

Ideally, being conscious of the global environment and having time to engage with children contributes a lot as the main agenda. This action helps parents to learn to identify what children want instead of forced thinking to a general perspective. Well, the effects cannot be eliminated because of peer influence and the impact of media on today's generation. The idea is to help children live an active and fulfilling life through interactions. Therefore, going for the best solid item to move past survivability to maintainability, understanding that we are for the most part learning and sharing our best answers, perceiving that consumerism is a sickness that will prompt world level neediness (environmental change) except if and until we as a whole figure out how to live beyond words. All are in raft earth; all have the right to live and live joyfully (Lindley et al., p335.). The appropriate response is building up the compassionate heart-mind-soul of all of us.

Work Cited

Lindley, Keith J., D. Glaser, and P. J. Milla. "Consumerism in healthcare can be detrimental to child health: lessons from children with functional abdominal pain." Archives of Disease in Childhood 90.4 (2015): 335-337.

Sramova, Blandina. "Media literacy and marketing consumerism focused on children." Procedia-Social and Behavioral Sciences 141 (2014): 1025-1030.

Valkenburg, Patti M. "Media, and youth consumerism." Journal of adolescent health 27.2 (200): 52-56.