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Word Count: 387
The movie The Merchants of Cool presented an in-depth look at the relationship between marketing giants and the individuality and coolness of teens today I was surprised by some of the things shown in the movie not that I was ignorant of the fierce marketing tactics used by companies to sell their product but I was unaware of the extent that some are willing to go to Sprite for instance paid teenagers 50 each to come dance and have a good time at the launch party for its website This party was filmed by MTV and broadcast to millions of teens who were accordingly influenced by this new trend To me it seems that by attempting to discover cool trends before they flourish with cool hunting companies themselves eventually kill whatever trends they find They are encouraging trends that may have never surfaced without intervention and repressing others that they deemed unmarketable The results of this craving for foreknowledge of the next trend are frequently unsavory as is seen in the case of MTVs ethnographic study where researchers visited teens at their homes and attempted to analyze them as if their individuality could be synthesized and then marketed From these studies arose what The Merchants of Cool call the mook and the midriff The mook is an extremely rude and immature character who completely disregards what others think of him and his actions This character is portrayed by actors such as Tom Green and is seen in the show Jackass The midriff is the character that media says a teenage girl should be comfortable and extremely open with her sexuality These standards that the media creates are obviously flawed The movie also opened my eyes to a few astonishing facts such as the fact that teens see 3000 ads per day 10 million by the time theyre 18 This mass exposure is obviously not beneficial and in my opinion these media conglomerates including companies such
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