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| Cool hunting: The second video of the website is: the one that you will see clicking here it talks about the coolness factor the cool hunter is on the search for coolness, the elusive thing here is that coolness change, what is cool today will not necessary be cool tomorrow (with the exception of probably violence and sex ) Therefore the advertisers have to be on the lookout for the new cool trend on the kids, and to try to understand them, the problem with coolness is that once it is discovered and put on the marked is dead, it will stop being cool. Here they show an example, that is the Sprite Campaign that starts the anti advertising advertising: in that case the objective wast to make the teenager public to think that Sprite understood them and that they knew that advertisers where only trying to sell, but this too began to make people skeptic then is when they start to get the idea that that campaign was done to sell them stuff as well. Then Sprite went even further, and started sponsoring the core of teenage culture: hip hop, and by doing that it became part of the culture, of the teenage culture. |
Cazadores de lo cool: Es segundo video de la pagian web es: el que veras si le haces click aqui y trata de el factor de cool, nos explica que el cazador de lo cool busca las cosas cool, lo interesante del asunto es que lo que es cool cambia, por lo que lo que es cool hoy no necesariamente lo sera mañana (con la posible excepción de la violencia y el sexo) por lo tanto los publicistas tienen que buscar las nuevas tendencias hacia lo cool en los muchachos. Aqui muestran los ejemplos de las campañas de Sprite que empieza como un sistema anti-campaña: en ese caso el objetivo es hacerle pensar al joven que Sprite entiende que lo que quieren los publicistas es venderles un producto, pero esto también empezó crear un escepticismo en sprite pues a la larga ellos hacían lo mismo. Entonces Sprite vas mas allá y empieza a auspiciar el centro de la cultura juvenil americana: el hip hop, y al hacer esto se vuelve parte de la cultura, la cultura de los adolecentes. |