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Název:
Autor:
Frank, Thomas
Rok vydání:
1998
Identifikátory:
9780226259918
In the fifties, Madison Avenue had deluged the country with images of clear-eyed junior executives in fedoras, happy housewives baking perfect cakes, and idealized families in gloriously tailfinned American cars. But during the "creative revolution" of the sixties, Frank shows how the ad industry turned savagely on the very icons it had created, debunking the Detroit automobile in the Dodge Rebellion, celebrating irrepressible youth with the Pepsi Generation, and imagining brands as signifiers of rule-breaking, defiance, difference, and revolt. Meanwhile the menswear industry, erstwhile maker of staid, unchanging garments, began ridiculing its own traditions as remnants of intolerable conformity and discovered youth insurgency as an ideal symbol for the colorful fashions it hoped to introduce. Thus, the strategy of co-opting dissident style that is so commonplace in today's hip, commercial culture emerged.
Focusing on such advertising campaigns as those for Volkswaagon, Volvo, and Virginia Slims, the Dodge Rebellion, the Pepsi Generation, and the rise of GQ magazine, Thomas Frank demystifies Sixties counterculture while regaling readers with the curious history of co-optation.
Accessibly written in Frank's engaging and energetic style, The Conquest of Cool is a thorough, enlightened history of advertising as well as an incisive commentary on the evolution of American sensibility. Exposing a part of the cultural revolution that was ubiquitous but largely invisible, Frank adds detail to a part of the sixties canvas that has remained blank, while pointing the way toward a reconsideration of an almost mythic decade.
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