Frontline Season 19 Episode 11 The Merchants of Cool

The Frontline documentary, "The Merchants of Cool," is an eye-opening look into the world of youth marketing. The episode explores how major corporations like MTV, Pepsi, and Nike target young people with advertising campaigns that are designed to tap into teen culture and influence their buying habits.

The Host of the show, Douglas Rushkoff, dives deep into the marketing strategies used by these companies to reach teens. He interviews a number of experts on youth culture, including marketers, social scientists, and teenage trendsetters, to explore the way in which major corporations identify trends and tailor their products and advertising to appeal to young people.

At the core of the episode is the idea that companies are no longer just trying to sell products to teens, but rather they are trying to sell the idea of coolness. The episode highlights how companies view teens as walking billboards, and how they use celebrity endorsements, product placement, and brand ambassadors to create a sense of brand loyalty and drive sales.

"The Merchants of Cool" also looks at the relationship between marketers and the media, particularly social media. The show explores how social media influencers are now being courted by major companies eager to extend their reach and tap into the authenticity that social media provides.

The documentary reveals how marketing has evolved over the years and how corporations are able to use the internet, television, and other media tools to create a seamless brand experience for young people. The show delves into the ways in which advertising has become more subtle, often blending into the background of our daily lives without us realizing it.

One of the key points of the episode is how ubiquitous marketing messages are in teenage culture. There is no escape from the barrage of products, images, and messages that teens are bombarded with on a daily basis. Douglas Rushkoff discusses how the constant focus on consumption is impacting the mental health of young people, who increasingly feel like they are missing out if they don't have a certain product or haven't visited a certain destination.

In conclusion, "The Merchants of Cool" is a fascinating and insightful look into the world of teen marketing. It highlights the way in which corporations use the concept of coolness to drive sales and shape youth culture. It is a warning about the power of advertising to manipulate our preferences and create a world in which we are defined by what we buy. The show asks important questions about the effects of marketing on society and offers a thought-provoking insight into this complex and often misunderstood industry.