So Yesterday @soyesterdayhc - Tumblr Blog

Includes: • Five ways fashion trends begin • The evolution of fashion trends

This article explains the top five ways a trend can start. Under each way they give a brief explanation about it and give you an example. In relation to the book, this article gives an importance to trend setters and the actual trends themselves.

AV

The book So Yesterday by Scott Westerfeld takes the reader through an exciting city adventure while exposing them to what the writer refers to as a “cool pyramid.” Westerfeld starts off by explaining such pyramid while introducing the main characters as well. Since the beginning one can almost infer that the main characters, Hunter and Jen, develop a sort of tension between them and because of what we are told about Jen’s personality they will be taking some unexpected risks.

As inferred, Hunter’s life goes from ordinary to spontaneous in a matter of minutes. Jen flips his world upside down but does it in incredible ways. The book takes you through the city while friendships, relationships, and jobs are created. The life of two young adults change for the better and in a way like no other.

However, even though the book had some intense scenes it didn’t really catch my attention. I felt like too much was happening at once in very little time. Which in a way is true because the whole book takes place in a matter of about three days and that would have been okay if Westerfeld hadn’t crammed so much information at once.

AV

StubHub will display a small patch across from the Nike logo in what is one of the hottest pieces of advertising real estate in sports

So yesterday was about the need for corporate sponsors. And this article talks about how the NBA is allowing the jerseys of teams to have sponsors on it to bring in more revenue. Once again it is all about the money

#ryan

Article Post

http://www.onextrapixel.com/2012/10/02/the-top-5-techniques-for-staying-up-to-date-in-an-ever-changing-field/

This Article has to do with the book because it tells a story about how trends are forever changing and how hard it is to keep up with the new thing. Just like is the book Hunter and Jen have to keep up with the new trend of the sneaker and shoelaces they are trying to find. They mus keep up with demand and the want to find such a great new thing.

#Cuccaro

Honestly I did not enjoy this book. I don’t believe in cool hunters and thought how they assigned people to the pyramid was unrealistic. I did think it might be fun to get paid to look for cool trends.

I would prefer to think cool just happened. I don’t believe teenagers are so influenced by a few people on the highest part of the pyramid. Corporations should not put so much effort into influencing cool they should just let cool happen on it’s own.

#ryan

Just like a portion of the first chapter, this Ted Talk explains what trends are and are set. Dr. Lasry explains the importance of being different and how to successfully start a trend.

AV

This video is about police that are friends and it connects to the book because the main characters were friends and became better friends as they investigated the disappearance of Mandy. Police officers often become close friends because of the danger of their job and Mandy and Hunter became closer friends because of the fear they experienced trying to find Mandy.

So Happy

The book “So Yesterday” is not just a book about finding the new trends and searching for the new hit pair of sneakers, this book is about friendship and love. The two main characters, Hunter and Jen start off as strangers with the same interests in finding trends. But in the end they become best friends and wind up falling in love with each other. The story of Hunter and Jen’s friendship had the biggest effect on me in this book.

Looking at the relationship between Hunter and Jen throughout the book, they started off as strangers and turned in to best friends and fell in love with each other. Friendship and love are hidden themes throughout this book. Jen and Hunter bond over finding the new trend and having the same things in common. The relationship with Hunter and Jen is not the only relationship growing in this book.

The relationship between Jen, Hunter and their boss grow so much throughout the book. Hunter and Jen start off not really understanding the boss and almost disliking her. But by the end of the book they start really bonding throughout the mission to find their lost boss and end up loving each other and growing friendship. Friendship was the one thing in this book that really stood out to me and stays with me after reading the book.

#Cuccaro

Hunter meets Jen at the beginning of the book during one of his jobs. As a cool hunter he must spot what is known as the “innovators,” which are basically those few people that start the next cool trends. After meeting Jen, they end up spending the weekend together. They chase the typical bad guy and risk their lives for their friend. After an eventful night, Hunter walks Jen home. There he tucks her to bed as "she sighed, her eyes closed, and she tipped backwards onto the pillow, suddenly and completely asleep, a princess some skinhead fairytale in her scarlet dress and buzz cut" (143). From that point forward things between them would be different. Their unexpected love would emerge and prosper. AV

When Mandy mysteriously goes missing, Hunter and Jen go undercover to figure out exactly what has happened. As they chase the bad guy and go on all sorts of adventures their lead takes them to a party. A party in which they both want to be unrecognized. In order to do so they go 007 on the reader and get fancy clothes and Hunter gets a makeover from Jen. So done over that at the beginning of chapter fourteen Hunter walks into his house and says, "I opened the door to my parents' apartment nervously." Later that night both continue with their plan and for a majority of the time get to pull off Hunter's new look. Their undercover job helped both get pictures of the bad guy and gave them a new lead regardless of their lives being in danger. AV

Expository Post

So Yesterday is an intriguing look at the elaborate pyramid of “cool”, and how marketers manipulate trends for their own profits. It took me into the world of modern day media and how trends are started. As first I was skeptical of how I would like the characters in this book. The characters, despite their apparent coolness, do not strike either a sympathetic or compassionate chord with the reader, especially Hunter, who annoyingly speaks out of context.

Hunter decisively criticizes how branding kills creativity when he says that they, “Never give us what we really want. Cut the dream into pieces and scatter them like ashes. Dole out the empty promises. Package our aspirations and sell them to us, cheaply made enough to fall apart.”

Hunter is understandably interested in trends so the book is filled with odd bits of information about the origins of ties, or more specifically cravats, among other thing. This book introduced me into both sides of the branding spectrum. I discovered how the consumer influences what the big media does and how trends are changed. Basically, So Yesterday wasn’t just criticizing cool, but criticizing the system for which preprocessed ideas of cool are distributed.

#MiKE

Article

http://www.forbes.com/sites/jaysondemers/2016/05/17/how-these-5-brands-made-their-content-go-viral/#3d4156824aef

This article points out how certain brands use specific advertising techniques to make their products memorable. Companies do research and study the trends to predict what consumers will be interested in next. “New York parties are mix of advertising, guest list and give aways. Gift bags are the final repository of all this cross-marketing, with everyone involved throwing in an abundance of free toiletries and CD singles”

#MiKE

This trendsetting rap anthem that rang throughout clubs and bars everywhere represents the obsession of branding in our society. The esteemed artists explicitly and rapidly boast about luxury brands thus proving our societies obsession with material items. We worked on those shoes for 2 years, getting them just right. we wanted to put them on the street with the sinister swooshes. But certain people in our organization thought they were too cool”.” This shows the the elaborate pyramid that forms the modern branding business.

#MiKE

This picture sums up the whole idea of the book. That standing out and being different is what makes us so great as human beings. Having different ideologies and beliefs is what sets us apart from animals. This is a story about discovering ones true potential. It was more about finding self worth than just trends and brands. Jane once said that, “these things don't last forever. I know, Mandy. Nothing does.”

#MiKE

This video is a great example of how our society is so focused on trends and the latest styles. Ellen humorously shows how we are so obsessed with having the latest style and how people become trendsetters. This video also displays the influence of celebrities on our culture. It shows that even something ridiculous, like a crazy hairstyle of massive face tattoo, can become popular just because famous people do it.

#MiKE

This image relates to the book because the whole friendship between jen and hunter started off from shoe laces. These shoelaces are very unique just like in the book

#ryan

This song relates to the book because it talks about friendship. Bob says “through hide tide or a low tide im gonna be your friend.” In the book Jen and hunter were friends and it relates to the song because at somepoints the friendship would hit bumps

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