Reference no: EM133193687
Please fill out the study guide for the films Merchants of Cool and Generation Like. You can upload it here on Canvas or, if you prefer, you can hand in the hard copy on Thursday in class or slip it under my office door (Horton 139).
For today, there will be two films to watch. The first, Merchants of Cool (2001), with Douglas Rushkoff, is 17 years old. Part of why I'm having you watch it is to have contrast for the new updated version that just came out recently, Generation Like (2014) Part of your job is to think about how advertising and marketing has changed over time, and it's pretty remarkable how much has changed in this time period.
Please fill out the study guide for the films (available in the module) and upload it in the assignment submission space. Merchants of Cool (2001, 90 mins, PBS Frontline)
1. Describe the following methods used by corporate America to find out what's hot among teens? What does each method involve?
a) focus groups
b) "correspondents"
c) computer chat rooms
d) ethnographic studies
2. What role does the caricature termed the "mook" play in marketing to teenage boys?
3. What role does the "midriff" play in marketing to teenage girls?
4. Describe what the narrator calls "the feedback loop."
5. Like author Naomi Klein (see "Resources"), "The Merchants of Cool" argues that advertising has changed from sponsoring culture to becoming culture (e.g., Sprite sponsoring a concert as opposed to Sprite becoming a component of hip hop culture). What's the difference? What happens to culture when its purpose is sales rather than expression?
Generation Like
1. Using examples from the documentary to explain the following terms:
a. Engagement
b. Interaction
c. Reach
d. Target
2. Explain the concept of the "influencer."
3. Explain how marketing Oreo along with a current issue helped the sale of Oreo.
4. How do companies use social media to advertise?
5. How are marketers using social media to build "brand trust"?
6. Are marketers being transparent or invisible when using technology as described in the documentary?
7. How is the Hunger Games plot a lot like advertising using social media?
8. How has the relationship between young people and corporate brands changed from the time the first film to the second film?
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