Chapter 1
This chapter primarily focuses on the different meanings and connotations one would get from the word “cool.” The author tries to examine the purpose of the word in our society, and looks at how the word has changed over time. The word “cool” seems to convey rebellion, style, and independence. The author mentions James Dean, Jay-Z, and Kurt Cobain as figures possessing this “cool” persona, but also states that the word has other meanings, and offers the concept as a style of writing.
Chapter 2
This chapter focuses on cool’s place on the internet and in our media. The author portrays that the word has transformed into a tool of capitalism and marketing. The term is oftenly used as advertisement in ploys to lure in the younger generation, those desiring to achieve this grand accomplishment of cool. Strangely, corporate America seems to have infiltrated our culture and is manipulating our youth with their own slang. But not all companies are using this for capitalism, some are actually promoting education.
Chapter 3
This chapter examined how images are used in advertising. “Cool” images have power as very successful marketing tools in our society. Brands will have their own icons symbolic of their company, and these icons stick in our heads. Companies will also link themselves to a certain media figure, such as Michael Jordan, to convey their coolness. The author conveys how certain images can be universally symbolic of a larger idea. These “cool” images, such as the Nike swoosh can be very important tools of capitalism.
Chapter 4
This chapter examines the infiltration of media into the youth generation through principles of cool. The athor perpetuates that the youth know what is “cool”, and that companies are constantly trying to cope with the ever changing definition of cool to continue advertising to this chunk of society and successfully sell their philosophies and products.
The author even offers up Sprite’s ploy to deny their capitalist intentions to fool these consumers into purchase.
Chapter 5
This chapter delves into “cultural jamming”, which is a resistance to advertising. The author speaks of the evils of cool advertisment, and it’s sometimes negative effect on society. Rice mentions several sites that teach how to see through this advertisment, and even examples of avertisment spoofing major companies. The author asks the question, “is it acceptable for companies to use some of the tools that it does for capitalism?”
Video
The videowas very interesting, and at times very disturbing in regard to the future of our youth. What may appear as freewill is often just heavily media-influenced persuasion. The video depicted what a difficult task it is to truly have a thought or idea not influenced by our media, which is so prevalent in our everyday lives. These companies are only getting better at persuasion, and America must use discretion in regard to our media.
