Merchants of Cool,

     Marketers have one goal. That is to get us, the consumer to buy their products. In the documentary Merchants of Cool, it is stated that the largest market targeted is teenagers.  As a group devoted to being rebellious and different, simplistic marketing don't seem to affect teens.  This is likely because they see the products as "basic" or "mainstream" and to buy them would contradict the "rebellious and different" act.  Marketers instead had to in a way, gain their respect in order to get them to buy their product.  Today, brands have disguised their advertising by adding to the young culture, rather than being seen as another ad.

     
       Nike's line of Michael Jordan's have successfully broken through the "clutter" of the rest of the advertising world and has instead become part of the teenage culture.  By associating their shoes with the famous basketball player, the teenage market is under the impression that by wearing Jordan's, you will become Jordan.  Even in the advertisement above,"gotta be the shoes"shows that people believe that it is the shoes that give Jordan his skill.  This assumption is what has enabled Nike to further their company's respect among teens.  This positive connotation with the shoe brand has also created a love mark within the teenage community that is respected and earned the title of "cool".