Social Issues / Culture And Advertising
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Autor: anton 29 March 2011
Words: 675 | Pages: 3
New Market x New Strategy = Cool Future
In Naomi Kleinâ€™ article, â€œAlt. Everythingâ€; 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 authorâ€™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 teenagersâ€™ 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 boomersâ€™ downfall in consumer chain, the need for a new shoppersâ€™ 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 teenagerâ€™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 todayâ€™s â€œchange agentsâ€, which are the legal Stalkers chasing or designing the â€œCoolâ€. For instance Tommy Hilfiger promoted the concept of living the â€œAmerican Dreamâ€, so they sell the fetish of black style to white youth and the fetish of white wealth to black youth. More over the process of â€œSellâ€ skimmed to the process of â€œBe Soldâ€; which means in order to wait the consumer to buy the product, companies engenders the product be sold such as Daewoo hires college students to talk up the cars to their friends or Budweiser send â€œBud Girlsâ€ to campus parties to promote Budweiser beers.
The importance of Youth Market and the idea of â€œCool marketingâ€, namely the effective way to attract attention in this market; are not concepts which is specific for the West World; essentially as a mirror of the west capitalism, our country Turkey is not foreign to this concepts too. As a clear example of Youth marketing and the dilemma of being a part while feeling against; in every year iterative Rockâ€™n Coke festivals the teenager which is namely against the system or feel free and independent from the systematic world, display inconceivable amount of consumption behalf the sponsors capitalist giants; using only Akbank credit cards, eating only Mc Donaldâ€™s as fast food and drinking only Efes Beer as beer. As another example of Youth Marketing, in Sabancı Campus there are students working for the brand Burn and as the gerilla marketers they are promoting Burnâ€™ products in the student parties without showing that they were paid for and they are misusing their friends sincerity.
As for me, it is clear that Turkey is great market for the Youth marketing with its high young population and to be honest when I remember my childhood or even in my current social environment, for a charismatic and favourite outward appearance people still believe that they should be cool; so there is a radically ascending desire to be more cool. Moreover, taking into consideration those extreme professional ambiguous marketing strategies above that people would involuntary get the target although they do not advertised; I think there is a clear inference from this equation. Young people would make the capitalist giants richer till they get the objective answer to why they are consuming in actual fact.
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