Selling Cool

Personally, I enjoyed the very begging of this reading. It pinpointed main tings that people describe as cool and ask "are they really cool?" and if so whose the judge? For example, smoking and the latest technology. I do agree that advertising agencies play a big role in the persuasion of people. They make the products seem ideal and perfect so that everyone wants them. Cigarette companies are probably one of the best at this. They make their cigarettes seem good for you even though their product causes lung cancer and other health issues. The younger people are usually the most influenced by advertising gimmicks. They have the need to fit in and feel that if they buy that product it will help their cause. Another advertising strategy is when celebrities try and sell a product. As we discussed in class Gatorade, and other commercials such as Pro Active Solutions and Jenny Craig are some of the few that use this tactic. What is sad is that...it works.
The whole concept of coolhunting is funny to mean. It seems to be a meaningless activity. Every ones idea of "cool" is going to be different, so why pick one woman to go door to door to give her opinion and decide. Sure fashion has different trends however most likely the person who starts them is educated in fashion. Overall, I believe that advertising is sometimes fake and overrated and that cool hunting should not exist.