Watch the video and answer the below, please. http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/ Video
the Merchants of Cool. 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 http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/
1. The generation of teens examined in the video was described as the largest ever—how many are there?
2. Define Cool Hunting
3. If you were training a cool hunter to come to the Elkhorn campus what would you tell them to look for?
4. According to Ruskoff, “the paradox of cool hunting is that it kills what it finds”. Explain what this means.
5. How many discrete advertisements does the typical teenager process every day?
6. The commentator said that this demographic does not respond to brand names and traditional marketing. Do you agree? Why or why not?
7. According to the video how much money do teens spend?
8. According to the video, what can marketers do when kids begin to see them as the enemy?
9. Describe the concept of the ethnography study.
1. What do researchers hope the ethnography study will reveal?