Is "Cool" a good thing?

  Shopping in malls over winter break was fun, seeing all the different choices our shopping centers provides for us. But while walking by many different stores I started to notice that many stores such as PacSun try and sell their brand to teenagers with the same tactics. When selling their brand to a teenager they use advertisements that will catch the eye of a teenager by putting out pictures that are trending. Such as pictures of what seems to be people in their twenties spending time with friends or posing in pictures taken in LA, which to most people is known to be a modern trendy cool place to be. Whether it be in the middle of the city, in the hills, or on the beach. PacSun and other companies like it use the tool of “cool hunting” to attract teens to buy their products.

    “Cool Hunting” is an advertising technique that marketing professionals use to find the trends of today to based their advertisements off of to sell more off a certain brand. Marketing professionals have realized that once they figure out and accomplish the idea of cool then it pushes teens to move on to something new.

   In PacSun’s case, they have figured out how to sell their products by using the trending way of taking pictures of what our societies portray as pretty and perfect people. They have successfully been selling their products without losing the attention of teens by adapting to whatever is cool or trending.

   Companies such as PacSun are trying to sell teens an image of being cool to sell their products. What does cool even mean? Our society portrays an image of a perfect girl and a perfect boy that many people try to live up to, but is that always a good thing? Is it appropriate for society to have companies to be using a certain idea of cool to sell? I believe, yes there are many things that are trendy and cool at different times, but I don’t believe this is helping our society in a positive way. It leads teens or anyone to believe if they are not acting or looking a certain way they are not cool enough, thus not being accepted. Everyone is cool in their own way no one is perfect.