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The Hot Pursuit of Cool Teen Behavior - Essay Example

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The youth and teens are instantly drawn to these images thereby desiring them. Following this replication, the media observes the interaction among the adolescents and then create new images to fit with the latest trend, and so on. The important question here is the authenticity of the images of the prevalent teen culture ardently pursued by the youth, which is shaped by the advertisement conglomerates, whose sole purpose is the sale and profits of their businesses, regardless of the protection and protection of the true teen American culture and identity.
The 'cool' youth culture is actually known to have been initiated in the 1980s when parents began to spend more and more on the needs and desires of their children, as a result of the onset of the nuclear family systems coupled with the double income from both working parents. This also happens to be the period when conglomerates began their cold wars with each other in order to hook the teens into buying their brands and maintain loyalty towards their brands. Marketing and selling acquired a major role in the process, where marketing companies began to hire spies, to inculcate the 'cool' teen behavior into their advertisements, in order to lure the youth into buying their products. The impressionable adolescents were obviously drawn towards these images of themselves like a pierced nose or eyebrow, or cuffed leg or sleeve. The cycle of pursuit of 'cool hunting' was a vicious and never-ending one because the moment a 'cool' behavior was identified and adopted it ceased to be "cool"!
The intelligent kids obviously became aware of this cycle and the 1990s saw an absolutely new defensive to this mechanism, a rebellious defensive by the youth culture. The smart teens refused to accept or adopt anything that was publicized as being cool. They adopted a reverse approach which was an absolute reversal to the notion of 'cool'. Ironically, the youth, instead of buying products advertised by the marketing companies, reversely bought, wore and followed anything that was ugly, horrendous looking and was opposed to the notion of 'cool'.
The youth of the 90s absolutely detached themselves with the media and its advertisement. They refused to acknowledge the efforts of the media and advertisement companies and adopted a reverse trend and approach to all they marketed. "Whatever" and "never-mind" became the 'cool' phrases of the youth and they used these phrases to defy the pursuit of 'cool'. Instead of buying the regularly marketed stuff, they adopted everything that was "grunge", be it music, style or clothes. Even this trend was instantly recognized and exploited by major companies who offered contracts to grunge bands like Nirvana and Pearl.
This set the pace of the new marketing strategies and trends where children were celebrated for their refusal to accept marketing efforts to advertise brands. A new wave of media advertisements by companies like Sprite and Levis evolved, in which the youth was appraised for its disapproval of advertisement and marketing strategies. Sprite became an instant hit with its advertisement, "Image is Nothing, Thirst is Everything". Eventually of course, teens comprehended this marketing strategy as well. But the ...Show more


The teenagers of today have attracted the prime attention of marketing who are enthusiastic to spend huge amounts of money in order to develop strategies and research the types of potential products which the teenagers would probably desire to obtain. "Cool hunting", is thus the name given to this study and research for the trends and products that the youth would be attracted to…
Author : cydney49
The Hot Pursuit of Cool Teen Behavior essay example
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