Even ads have a creative force behind them. So it is not surprising to discover that this generation of kids became aware that they were being sold what was determined by the marketing firms to be what they liked. While I have and still worry about media literacy, ever since reading things like Rushkoff or even books like Dr.I Hayakawa’s Language in Thought and Action(1991), I know that this generation of teens is not the easy stationary target of the past. However, are they dodging, because marketers are shooting? Will marketers run them to death? Hidden marketing is not new. I remember hearing that sales at upscale cafes like Starbucks and such increased after Friends began to air. However, phenomena like MTV have taken this hidden marketing so far that it became obvious and offensive so teens began to rebel again. So the target teens have been constantly shifting their loyalties and running ahead of the hounds. In this process, this artificial state of attention deficit disorder imposed upon them has arrested their development as a part of our culture. These teens have not been given any space in which to develop taste, because they have been part of this vicious marketing cycle. While teens are in the process of making up their minds, the marketers are selling them what they are considering. When the teens realize this they move on to something else but are angered because they believe that maybe these ideas were sold to them and were not theirs. . How Marketers Outsmart our Media Savvy Children.
Hayakawa, Dr. S. I., 1991, Language in Thought and Action, Harcourt; 5 edition
Rushkoff, Douglas, 2008,The Merchants of Cool, Frontline, http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/
Which of These Sneakers is Me? How Marketers Outsmart Our Media-Saavy Children
The Pursuit of Cool: Introduction to Anti-Hyper-Consumerism, http://www.rushkoff.com/essay/sportswearinternational.html
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