Merchants of Cool Response

Merchants of Cool Response- Question 1

1. “The Merchants of Cool” describes the practice

of “under-the-radar” marketing, including hiring

teens to log-on to chat rooms to talk up bands

and recruiting college freshman to throw campus

parties where they distribute marketing materials.

Ironically, marketers have justified “stealth” marketing

as necessary because teens have become

more media savvy. Do you think that “stealth”

techniques are ethical? If a marketer offered you

money to log-on to chat rooms or throw a party,

would you? When you are tuned in to a concert

(like the hip hop concert feature in the program),

or reading a message in a chat room, how important

is it to know whether or not it is a commercial?

Can you identify the “storytellers” behind

the media you consume most often?

The film that we watched last class, titled, “The Merchants of Cool”, was extremely shocking and opened me to various different techniques and styles of advertising. I was surprised when they mentioned various different things that I had never heard of, such as stealth marketing. I never knew about how there was a whole other side to TV shows, concerts, etc. which involved corporations and advertisements. On the other hand, it did seem quite obvious when they presented a couple of means of advertising. For example when college freshemn are get them to throw parties (generally on campus), and distribute their marketing material. Although, one should believe on how the “stealth” marketing is horrendous and quite frustrating to what extent corporations go to advertise their products. Although these corporations may be unethical, but, I do believe that “stealth” techniques are ethical, as there is nothing stopping them from advertising and presenting their products in this way. Furthermore, they are willing to give up money and their time to advertise their product, so why shouldn’t they? On top of that, the audience is also getting paid, if asked to advertise these products (in parties, etc.) When I am tuned into a concert, for example the concert presented in the video, which was sponsored by Sprite, and made it seem “cool”. Or, if I were to be reading a message in a chat room, I don’t think its that important to know whether it is commercial, as people have their own view to these types of products; just one more commercial wont change anything. This is why I conclude that if a marketer offered me money to log-on to chat rooms or throw a party, I most definitely would. This is because, both the marketer and I am getting benefitted from this. The marketer gets his product advertised; and I get free money and products. Finally, it is up to the remaining audience of what they want to get out of the advertisement and product placement. Lastly, I am not perfectly sure on the storytellers behind the medias I consume most often. However, most of the times, I am aware on which advertisements are being placed and where. Most of the times, advertisements don’t convince me into buying products, which is why I believe that “stealth” marketing is ethical. In conclusion, I believe that the corporations have their rights to present their media and products. Although it may seem a bit unethical, but I think, corporations have a right to do whatever they want to present their media. May it be a normal commercial or hidden commercials, it doesn’t matter. Since, anyhow, the population (all of us) are consuming tons of media, which cannot be prevented.