Alt. Everything

The article Alt. Everything was ab bug out how advertising, and we as a generation, have make a drastic change over the last litre years. Naomi Klein starts off with Woodstock 94 and how evident the drastic change in commercialization is from the first days of the festival in the 1960s to the one in 1994. For instance the original Woodstock was basically excess of advertisements and was kept so that it was more or less unspoiled a concert. The 1994 version however was heavily commercialized and was all-inclusive of ads from companies humbleing to see their products. This change characterizes how advertising has made the shift from tar threading older generations in the past(a), to now focusing on teenagers and junior demographics. She describes how slowly corporations began to see that by appealing to the younger generations they could acquire profits. Companies began to race to become the first to discover what cool was, and to and then find a flair to profit off of it. They began to aim cool hunters who would be on the streets everyday finding out what was the next big thing, and then report back to the company. By doing this companies such as Tommy Hilfiger saw sales rise nearly 1500% from 1991 to 1998.
The author also went in to how companies use black jejuneness to help sell their products.



This was exemplified by Run-DMCs affiliation with addidas. not only did black teenagers want addidas but also did the await of the youth population. Others have also cashed in on this such as Polo, DKNY, Nike, and Hilfiger. This exemplifies perfectly how advertising has changed because in the past advertisers would have overlooked these demographics. I feel that the best way to sum it up is to say that advertisers are Selling blanched youth on their fetishization of black style, and black youth on their fetishization of white wealth. She also goes in to detail how some companies, to try to stay cool, are distancing themselves from the mainstream. For example Old-Navy, which was started by Gap...If you want to get a full essay, order it on our website: Orderessay



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