Merchants of Cool

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Merchants of Cool

• Frontline Special

2

• There are 31.6 million 12-19 year-olds in the
  U.S., the largest generation ever. (U.S. Census
  Bureau)
• Teens are exposed to an estimated 3,000 ads a
  day. (Adbusters)
• 65 of U.S. teens have TV sets in their rooms.
• 83 of U.S. Teens reported going online last yr.
  (Teen Research Unlimited)
• Last year, U.S. teens spent an estimated 105
  billion and influenced their parents to spend an
  additional 48 billion. (TRU)
• In 1998, U.S. companies spent nearly 200 billion
  on advertising. Worldwide ad spending is
  estimated at 435 billion. (Advertising Age)

3
Questions

• What struck you most about this film?
• What will you tell your friends about this film
  when you see them at lunch?
• In one word, describe how your felt while
  watching this film.

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• Recently, political leaders have objected to
  filmmakers showing R rated films to teens under
  17 in order to find out what would appeal to
  them.
• Is it okay to interview teens without parents
  present or without parental consent?
• Would your answer to that question change if the
  teen was alone with interviewers in their bedroom
  or in a focus group with other teens?
• Would your answer change depending on the purpose
  of the focus group?

5

• Do you think stealth marketing is ethical?
• If marketer offered you money would you do it?
• When in a chat room, how important is it to know
  whether or not it is a commercial?

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Mook - Midriffs

• Do you know any mooks or midriffs
• Do you think you or your friends are influenced
  by the MTV standard of cool? How?
• Are there ways to be cool without copying
  media?

7
90210 Dawsons Creek

• In what ways are these shows reflective of how
  teenagers really live and in what ways are they
  distortions? Do these shows mirror the way you
  live?

8
Media makers think they know a lot about you

• Sex is part of teens lives, so it better be in
  their media, too.
• No teenager is going to be satisfied with a
  PG-13 rated horror film. They want to see blood
  and guts. Thats what they want to do.