Father Kavanaugh's reflections in his video shows his worry and the reality that our society is being formed by the media and by products, such as jeans, perfumes, and cigarettes. These products are usually portrayed as the key to a better life, and that they will bring us power and status in the society. It seems that Americans are are so caught up in searching for more ways to fill their hunger for acceptance, that they are willing to sacrifice their bodies and wallet to make themselves appear "happy." Advertisements shape America with increasing prominence. People are more worried about the things that shape our appearance and how we look, that we forget about how we feel on the inside, and the people around us. It is not the advertisements that are unjust, but it is the consumer. They point out our weaknesses, and we succumb to their products because we feel that it can heal said weaknesses. We let these products steer our decisions and our entire being. I agree with Fr. Kavanaugh, but I also realize that as an avid comsumer, how easy it is to be consumed by products' prestige and appeal. Kavanaugh also brings to the table a sense of human dependance on products. I see this prevalently in our society with cigarettes and alcohol.

The Merchants of Cool video shows how corporations use teens to figure out what is "cool" or popular at that time, in order to target the teen consumer population and to have them hooked for life at the heel of consumerism. Companies spend millions in order to find out what teens think is "cool" so they can advertise their product to the fullsest while it is in style. Although this seems like an easy job, it isn't. Teen's ficke minds often go from liking a sort of music to hating it within a month. Today, teens are trying to satisfy themselves by buying what the companies portrays as the item that will lead them to happiness and coolness, that they desire so deeply. Our identity is constantly changing and isn't chosen by ourselves. We lack an identity because we let perceived goods dominate our lives. We have allowed ourselves to become walking billboards of blind faith so that people can only identify us by the brands we wear, and the styles we associate ourselves with.

I think The Merchants of Cool supports the same idea that Fr. Kavanaugh presents in his video. The only difference is that Kavanaugh's video shows that there is potential for a media and consumeristic society, where as The Merchants of Cool shows us that our society has now become soo deeply concerned with material goods, that it has taken over the lives of everyone, even teens. The society that Kavanaugh fears has become a reality and shows no sign of wavering.