To be cool or Not to be cool, that is the question

Peter Belmonte's "Brand Cool" article brings to light the many ways teenagers are influenced by advertising and how in some instances can be taken advantage of. It’s and interesting article in which he explores the idea of being cool and marketing agents using the concept of cool to sell products. Belmonte describes cool as being a comprehensive set of life-guiding concepts, shorthand for social survival: acceptance, popularity, fun and success. Starting in the 90’s “bandmasters began to study teens like an anthropologist would study a foreign culture Teenagers are the target of most marketing campaigns and honestly it is the best way to go. Teenagers usually have jobs and really nothing to spend it on other than buying things for themselves or the person they are dating at the time. So they spend there money on what is "in" or "cool" such as $500 on a Prada hand bag or $200 on a pair of the hottest shoes.

Wanting to be cool or part of the "in" crowd is not a new concept advertisers have been using the idea as long as there has been consumers to by products. Just look at The Marlboro Man or Joe Cool two images used to portray it's cool to smoke. Now a day we use pro athletes and celebrities to sell everything from clothing to furniture. A designer's best way to get there products out there is to give them to hot young Hollywood. They are what we strive to be young, thin, beautiful and of course POPULAR!!! Honestly who doesn't want to be accepted and well liked? Marketers exploit this to get richer from your money. After reading this article you should sit down and think about how advertising effects society and particularly how it affects teenagers. The trend of using the super skinny or "heroin addict" type models in advertising is causing a rise in anorexia and bulimia especially in teens and even preteens. Belmonte is right though the trends of "street wear" or "hip/hop" are coming to and end. In fact sales on hip/hop records as a whole are really coming to a halt. Teens today are smarter and more aware of marketing ploys then they were 20 years ago. Teens think outside the box and like Belmonte said the "no-logo" idea will be the new trend in fashion and marketing campaigns. Teens as well as most people want to be seen for whom they are not what they wear. In conclusion if society as a whole cared more about whom people are instead of what they look like this world would be a much better place.