This film discovers the contemporary teenagers’ culture and their standpoints on themselves and their parents. In order to target the teenagers, companies explore the teenager’s tastes and preferences, perspectives, and their aspirations to identify what they desire. Needless to say, as according to the film “Merchants of Cool”, companies survey the symbiotic association between the present day teenagers and the media, as they depend on the other for their identity (Merchants of Cool, 2001).
Marketing happens to all people at all time, and no individual is invulnerable from its influence and free from its reach (Ewen, 1976, p. 36). The absolute size and purchasing power of the contemporary teenagers creates a windfall of inexorably insistent brand messaging that is both omnipresent and goes to extraordinary lengths to hold on to the most significant canon in convincing this demographic segment. The “Merchants of Cool” notes that teenagers are the hottest demographic in United States.
Marketing to the youth is a challenging task and not as easy as it sounds. Marketers have to seek ways to seem real: authentic to the lives and perspectives of teens and to be cool to themselves (Ewen, 1976, p. 1118). In essence, they seek the next trendy thing and have implemented approximately anthropological strategy to examine the youth and their every move. Ewen (1976, p. 124) notes that the creation of a fancied desire is significant to the contemporary marketer. The youths have the need to experience self-conscious perspective and a marketer should focus on this. A marketer can identify this need through examining the youths’ behavior and ways of life (Ewen, 1976, p. 128).