SYP 3000 - Society & the Individual
Merchants of Cool Video Followup- 3/28/2002

Note: We will have an ICA on Tuesday, April 2nd on this video & self-fulfilling prophecies.

Extra Credit- due Tuesday, April 9th- 3 points possible
Choose 1 of the following 2 Activities:

Activity 1- Analyze an Ad or Video
Choose a favorite ad (print or video) and write a brief description and analysis. Address these questions:
 

  • What are the messages? Are the messages the same as the product(s)?
  • What techniques are used to convey the messages?
  • Who is the target audience and how do you know?
  • Why is the "story" being told to that audience?
  • Who is the "messenger"?
  • What is their motive?
  • Is the "story" accurate, fair, and complete? If not, what information or perspectives are absent and why were they left out?
  • How does this relate to issues we've talked about in this class? Mention at least 3-4 (such as labeling, stereotypes, identity, roles, self-esteem, gender, race, etc.)?


    • Activity 2- Authenticity

  • Define the word "authentic" and create a visual representation of the various facets your "authentic" identity(ies).
  • Facets of your identity might include things like cultural, religious, or racial heritage; gender, sexuality, family, neighborhood, or community; song lyrics, magazines, clothing; hobbies, or sports, etc.
  • Look at the sources of the items you have selected.
  • Use the "Connecting the Dots," determine whether there are any corporate interests represented in your self-portraits.
  • For example, who owns the label that your favorite band records on?
  • Discuss what you see the distinction between your actual selves and corporate reflections of your identity(ies).
  • How does this relate to Douglas Rushkoff"s question about his own youth culture in "The Merchants of Cool": Was it just something being sold to us, or was it something that came from us? An act of expression not of consumption? Has that boundary been completely erased?


    • Links for More Information:
    Merchants of Cool Website
    http://www.pbs.org/wgbh/pages/frontline/shows/cool/

    Critiques and Analysis
    Adbusters
    http://www.adbusters.org/
    http://adbusters.org/spoofads/
    The people who made ad parodies and "culture jamming" famous.

    Media Education Foundation
    http://www.mediaed.org
    Checkout "Killing Us Softly 3" and "Tough Guise"

    Ad Critic
    http://www.adcritic.com
    A great source to look at current popular ads.

    Center for Media Literacy
    http://www.medialit.org/
    The web site for the Center for Media Literacy, the U.S. clearinghouse for media literacy materials, provides easy links to dozens of other sites.

    The Marketers
    Advertising Age
    http://www.adage.com
    The major magazine for advertising professionals. Its profiles of ad campaigns often include product sales percentage increases associated with particular ads.

    KidScreen
    http://www.kidscreen.com
    Much like Advertising Age, but specifically directed at people who market to children.

    Teenage Research Unlimited
    http://www.teenresearch.com
    Like AdAge and KidScreen but specializes in marketing to teens.

    Books
    Can't Buy my Love (aka Deadly Persuasions) by Jean Kilbourne
    No Logo by Naomi Klein
    Culture Jammers by Kalle Lash
    The Tipping Point by Malcolm Gladwell
    AdCult USA by Jim Twitchell