Cool

"Cool" is not actually a recent phenomenon, even though it is very popular nowadays and in the last century has become more colorful by taking on other attributes which have made it so popular in the common language. Effectively, the term “cool” has a long history. Today “cool” is part of the common language, not only in the Anglo-Saxon world, and is used both in daily life and in advertising and popular culture. Elements such as authenticity, selfexpression, trendsetting, and self-confidence are all attributed to the term cool. In fact “cool” often identifies itself with cultural superstars, who are not only charismatic but also authentic, independent, rebellious, and represent social revolutions: JamesDean,Madonna, JimiHendrix, Patti Smith. However, we should acknowledge that “cool” is not material, it is not something in the object itself but rather something subjective and strongly linked to the zeitgeist.