SOC 154 - The Merchants of Cool

SOC 154 - The Merchants of Cool - Friday Kevy Chea...

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Friday, March 11, 2016 Kevy Chea Sociology 148 Video: “The Merchants of Cool” In the video, “The Merchants of Cool”, it revealed that teenagers have a lot of disposable income. It exposed the parents’ need to keep the teenager happy, to keep them home or giving them “guilt money” for not spending quality time with their children. Marketers use “cool hunting” the research for trends and where the teenager’s money will go. They look for the 20% trendsetters that will influence the 80%. Fashion or “cool” trends die just as fast as they’re discovered. Fads are a collective episode where items or activities hold a value in order to be more inclusive, whereas fashion is status items that last longer than fads. Trends are a way of life. Being social animals like we are, we desire to be accepted, and included; and trends provide everyone a possible access to all of that. There are many ways to explain the life of fads and fashion. Firstly is their life cycle, next is possible because of the social hierarchy, and lastly Smelser’s value added approach best explains the whole psychology behind it. Fads and fashion have four distinct life cycles; the latent period, breakout period, peaking period, and the declining period. In the latent period, the fads and fashion is characterized by a limited number of people being involved. These are the trendsetters who spark the interests of these trends. Nowadays, they would be called the “hipsters”. Advertising is really similar in the way and advertisements really prime the minds of the audience about these trends. Then there is the breakout period, where other people outside of the trend begin adopting the item or behavior of the fads and fashions. This is where the arc of
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