Merchants Of Cool (2001) Movie Review Writing Assignment

Merchants of Cool (2001)
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Merchants of Cool (2001) movie review
Teenagers are exposed to a lot of advertisement because they are known to be trendsetters as compared to adults. More than 30million teenagers have disposable income; this explains why top corporations are forever searching for new products and better strategies to capture their attention, without considering the potential negative outcomes of their adverts. "The merchant of cool" is a documentary produced by Rachel Dretzin and Barak Goodman describes in details the impact of certain adverts on teenagers (PBS FrontLine, 2017).
The documentary portrays how marketers and media executives devote their resources to find what teenager collectively decides as cool. The movie explores the process of creating what is cool and how companies are aggressively selling their products using all means targeting mostly teenagers (PBS FrontLine, 2017). The teen market is worth more than $ 300 billion annually; the focus has been on how to reach them using all possible advertising channels. "The merchant of cool" highlight the changing social norms and the powerful role played by the media (PBS FrontLine, 2017).
The film talks about the day to day human behavior featuring the true essence of youths from a marketer's perspective. The main message I have learned from the documentary is how advertising companies use mass manipulation, taking advantage of the youthful population. Huge companies are opportunists, they lure young people into believing that certain products can make them look cool (PBS FrontLine, 2017), that I why the documentary calls them merchants of cool.
Companies have pushed aside social norms for their own benefit. Young peo...