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Culture and advertising. New Market x New Strategy = Cool Future In Naomi
Klein? article, ?Alt. Everything?; the Youth Market ...
... uses the same marketing message all over the world, has economic advantages, but
it fails to account for differences in culture and advertising regulations. ...
... Barthes? ideas regarding myths will also be utilized in explaining how mythic signs
reinforce the dominant values of our culture in advertising (Griffin, 364 ...
... the problem is about the individualism that has shown in advertising. There is only
one individual in the ad. As an individualistic culture, the American view ...
... Barthel (1987) confirm that the association of women and specific domestic roles
has been solidified in popular culture, particularly advertising.? (GenderAds ...
Submitted by kbadd_forever on May 22, 2007
Category: Social Issues
Words: 675 | Pages: 3
Views: 92
Popularity Rank: 78,202
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New Market x New Strategy = Cool Future
In Naomi Klein’ article, “Alt. Everything”; the Youth Market is discussed and the strategies behind this market is analyzed by giving examples of the Marketing of Cool. At the beginning of the article referring to author’s youth experiences; it was introduced that in their cosmic counter-culture, teenagers get to be a part of a general consumption system while they believe that they are behaving totally against it. Actually the natural process of self-definition as an indispensable teenagers’ need, is substituted with a branded culture, which is namely sold out to capitalist system. So to be more clear and apparent about this situation, for instance rock fans start to go festivals and believe that they are anti-system, while they are just consuming and capitalist sponsor make money out of them.
To explain this change in consumption, the author confirm that in early nineties; after the start of baby boomers’ downfall in consumer chain, the need for a new shoppers’ class filled with the Youth Market. Thus in order to sell the same products to this new market, the capital owner starts to create organization and brand identities which is identical with these new culture characteristics. In addition, at this point, the Marketing of Cool is described as a solver for youth marketing, which trigger the best demand while this knife edge of the interaction between this new market and the capitalist companies in mid nineties. So the teenager’s envy to be cool, feed with this new understanding of marketing and the past product-driven companies replaced with new image-based brands like MTV, Nike or Hilfiger.
As the way of sale changed, the structure of sale changed either; the employees of the past would be today’s “change agents”, which are the legal Stalkers chasing or designing the “Cool”. For instance Tommy Hilfiger promoted the concept of living the “American Dream”, so they sell the...
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