The Merchants of Cool "They don't call it 'human' research or 'people' research, they call it 'market' research." Did the marketers in "The Merchants of Cool" get it right? Do they really know you? If MTV was really based on understanding you as a person, what would it look like? Since the beginning of television, advertising has been a lucrative business. In the last 40 years however, teens have been the most sought out group to …showed first 75 words of 637 total…

…showed last 75 words of 637 total…awful hairstyle. I do not think advertising could ever understand what all teens' want, much less what I want. They will always discriminate over somebody regardless of race, and therefore, I will never be satisfied with what I see on TV or hear on the radio until I know who I am as a person and I absolutely define my tastes. The merchants of cool might be close, but they cannot have my cigar yet.