ouglass Rushkoff’s documentary, “Generation Like (2014)” explores the connection between mighty corporations and the teenagers who are haste to promote what they “like” on social media. Similar to his documentary “Merchants of Cool (2001),” in which Rushkoff emphasize a hide and seek game between Music Television (MTV) and teenagers. Rushkoff talked to the youth and teens across the country about how their wish to identify with what is popular, by, for example, “liking” the Hunger Game film series Facebook page or retweeting messages from Trident’s brand can turn into profit for those companies. “Generation Like” purpose is to sheds light on the rapidly changing advertising and marketing industry and the phenomenon of teens being marketed to online — while sometimes, unknowingly becoming the marketers. Given the technical language used in the film, Rushkoff’s is directing his message to a youthful and mature audience in order to provide some enlightenment.
Managerial Implications The findings are constrained to young consumers female, in USA. Apparel Industry has to give enjoyable retail factors to catch EFC customers who are young. Conclusion Fashion leadership has attracted the attention from educators and marketers because of their part in fashion diffusion. Consumers who like shopping will buy EFC in near
The Personification of “Cool” The term ‘cool’ is broadly defined as what is most relevant and current within youth culture which is also often related to youthful rebellion and breaking boundaries. Young people are the major target audience for many brands and due to the changing times, brands have been forced to be more innovative in their marketing approach to their target market. Brands have drawn in their specific target markets through the commercialization of the ‘cool factor’. Brands such as Apple and Microsoft have dominated this marketing approach by often associating themselves with artists or events that are highly celebrated by the youth culture (Standage. T, 2010).
Females are segmented into groups such as teenagers, college students, young working women, mothers and generally women. M.A.C. makes sure that they sell the Viva Glam at an affordable price so everybody with or without an income can afford to purchase. Youths are to be the most targeted because they are capable of purchasing the Viva Glam product and to be involve in supporting a good cause. Behaviourally, they are more aware of current social problems and want to make a change for the world by contributing in terms of purchasing a lipstick or a lip glass from M.A.C.
After researching to find out what teens consider to be cool, also known as “Cool Hunting,” merchants then produce products for the teens to purchase. “The Merchant of Cool,” shows the life of an average teenager as the teens become the largest generation of all times and currently dominate the world. There are several terms taken from sociology, which includes culture, socialization, sex and gender, family, social groups, social structures, and theoretical applications. Experts believe it is important to understand the thought of teens or else they
An important part of this commercial was the use of well known celebrities to attract certain people. By using these rhetorical elements, Amazon is able to make their product seem like an essential part of every household, while keeping their audience laughing. Amazon uses these rhetorical devices to persuade their audience into buying an
Teenage fans were soon to be seen as important consumers of goods, who bought products like records, tickets to concerts, and movies. This was the start of the teen idol craze
Thanks to social media many young people have been indoctrinated to the idea that narcissism is the ultimate measure of satisfaction. Why do you think young people are more narcissistic than older generations? Because they are more affected by the mainstream culture. Celebrity is just a reflection of that. So what do we actually look for in our celebrities?
Celebrities use impression manage in order to create and maintain a particular image to the public. Implementing Goffman’s concept to singer song writer Lady Gaga with unconventional and provocative practices reveals a deeper purpose with her involvement in celebrity status. Goffman’s theory states that celebrities’ constantly explore different images simply by putting on a front in order to enhance images within popular culture to be accepted by society. By enhancing their image within the public would more than likely accompany a larger fan base and, therefore, which increases their fortune (Ferrante, 2008).Due to her promotion and influence of youth empowerment and self- identity Lady Gaga draws critical acclaim subsequently boosting her public image. The social implications are overwhelming in the sense that a person would pretend to be something they are not in order to gain mass social acceptance.
Media is one of the most influential aspects of our lives. This is because the content of mass media is very powerful and it has become a agent of socialization which can shape people’s behavior or even influence the ways of how people think. There are many agents of socialization that can influence an individual lifestyle and one of the agent is mass media, which means that mass media can affect an individual self-concept, attitudes, or other orientations toward life especially the adolescents. The fact that there was a time when the internet, television and cell phones were considered a necessity but now the mass media seems to be more of a commodity to teenagers, because we can see that most of the adolescents tend to spend more time on the electronic devices rather than going for outdoor activities. Based on the researched, we found out that every people in the society