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26 Aug, 2011

Clever marketing has redefined the notion of cool

The author Lauren Gurrieri has just graduated from Melbourne University’s business and economics faculty after penning a doctoral thesis on how the advertising industry constructs the notion of cool.

She found that marketing trends had stereotyped cool identities as male, wealthy, heterosexual, white, sexualised, attractive, and able-bodied.

Dr Gurrieri said these consumer stereotypes were exploited by marketers, who fed on the need for fantasy, pleasure, novelty and escape.

via Clever marketing has redefined the notion of cool.