“MERCHANTS OF COOL”
The “Merchants of Cool” was a documentary about corporate media’s effect on American culture.
The analyzed many aspects of how corporations get kids to buy their product. One of the things they realize is that kids have Guilt Money, money that is given to them by their parents because they think it’s compensating for not spending time with them. The next thing corporations do when figuring out how to advertise to teens is called Cool Hunting, which is basically searching for what’s trendy through focus groups. For example: Sprites Advertising Campaign featured them hosting rap shows and getting their product to seem cool.