The Merchants of Cool

Google Search-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 Douglas Rushkoff examines the tactics, techniques, and cultural ramifications of these marketing moguls in "The Merchants of Cool." Produced by Barak Goodman and Rachel Dretzin, 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. To that end, they search out the next cool thing and have adopted an almost anthropological approach to studying teens and analyzing their every move as if they were animals in the wild.

What i felt about this Video was that it was all true, I was a victim of fashion and what was cool in my younger days in the 90's. I feel that the image of cool today is sex and its being pushed harder today to new teens. Teen today are all about image and sex appeal to the opposite sex; must have the latest clothing, technology, and top dog statist. Marketing is all bout using the right bate to catch their consumers. That bate will keep changing every year and generate more money ever time. The fashion of young woman is so un lady like; 13 year old girls waring thungs and short skirts and young men waring no belt letting their boxers show there underwear. It goes back to the parents; yes the blame goes all around but parents are the law of the house, change of this problem of sex sold by companies and media will only change, when parents take control and say no and keep their money.