Please fill out the study guide for the films Merchants of Cool and Generation Like. You can upload it here on Canvas or, if you prefer, you can hand in the hard copy on Thursday in class or slip it under my office door (Horton 139).For today, there will be two films to watch. The first, Merchants of Cool (2001), with Douglas Rushkoff, is 17 years old. Part of why I’m having you watch it is to have contrast for the new updated version that just came out recently, Generation Like (2014) Part of your job is to think about how advertising and marketing has changed over time, and it’s pretty remarkable how much has changed in this time period.Please fill out the study guide for the films (available in the module) and upload it in the assignment submission space.CMN 455 – Introduction to Media Studies
Film Study Guide – Youth Marketing and Selling Identities
Name: ____________________________________
Merchants of Cool
(2001, 90 mins, PBS Frontline)
1. Describe the following methods used by corporate America to find out what’s hot among
teens? What does each method involve?
a) focus groups
b) “correspondents”
c) computer chat rooms
d) ethnographic studies
2. What role does the caricature termed the “mook” play in marketing to teenage boys?
3. What role does the “midriff” play in marketing to teenage girls?
4. Describe what the narrator calls “the feedback loop.”
5. Like author Naomi Klein (see “Resources”), “The Merchants of Cool” argues that advertising
has changed from sponsoring culture to becoming culture (e.g., Sprite sponsoring a concert
as opposed to Sprite becoming a component of hip hop culture). What’s the difference? What
happens to culture when its purpose is sales rather than expression?
Generation Like
(2014, 53 mins, PBS Frontline)
1. Using examples from the documentary to explain the following terms:
a. Engagement
b. Interaction
c. Reach
d. Target
2. Explain the concept of the “influencer.”
Explain how marketing Oreo along with a current issue helped the sale of Oreo.
4. How do companies use social media to advertise?
5. How are marketers using social media to build “brand trust”?
6. Are marketers being transparent or invisible when using technology as described in the
7. How is the Hunger Games plot a lot like advertising using social media?
8. How has the relationship between young people and corporate brands changed from the time
the first film to the second film?

Purchase answer to see full

Why Choose Us

  • 100% non-plagiarized Papers
  • 24/7 /365 Service Available
  • Affordable Prices
  • Any Paper, Urgency, and Subject
  • Will complete your papers in 6 hours
  • On-time Delivery
  • Money-back and Privacy guarantees
  • Unlimited Amendments upon request
  • Satisfaction guarantee

How it Works

  • Click on the “Place Order” tab at the top menu or “Order Now” icon at the bottom and a new page will appear with an order form to be filled.
  • Fill in your paper’s requirements in the "PAPER DETAILS" section.
  • Fill in your paper’s academic level, deadline, and the required number of pages from the drop-down menus.
  • Click “CREATE ACCOUNT & SIGN IN” to enter your registration details and get an account with us for record-keeping and then, click on “PROCEED TO CHECKOUT” at the bottom of the page.
  • From there, the payment sections will show, follow the guided payment process and your order will be available for our writing team to work on it.