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In his book-length essay The Conquest of Cool, Thomas Frank explores the ways in which Madison Avenue co-opted the language of youthful '60s rebellion. It is "the story," Frank writes, "of the bohemian cultural style's trajectory from adversarial to hegemonic; the story of hip's mutation from native language of the alienated to that of advertising." This appropriation had wide-ranging consequences that deeply transformed our culture--consequences that linger in the form of '90s "hip consumerism." (Think of Nike using the song "Revolution" to sell sneakers, or Coca-Cola using replicas of Ken Kesey's bus to peddle Fruitopia.)
This is no simplistic analysis of how the counterculture "sold out" to big business. Instead, Frank shows how the counterculture and business culture influenced one another. In fact, he writes, the counterculture's critique of mass society mimicked earlier developments in business itself, when a new generation of executives attacked the stultified, hierarchical nature of corporate life. Counterculture and business culture evolved together over time--until the present day, when they have become essentially the same thing. According to Frank, the '60s live on in the near-archetypal dichotomy of "hip" and "square," now part of advertising vernacular, signifying a choice between consumer styles. -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .
Kurzbeschreibung
An evocative symbol of the 1960s was its youth counterculture. This study reveals that the youthful revolutionaries were augmented by such unlikely allies as the advertising industry and the men's clothing business. The ad industry celebrated irrepressible youth and promoted defiance and revolt. In the 1950s, Madison Avenue deluged the country with images of junior executives, happy housewives and idealized families in tail-finned American cars. But the author of this study seeks to show how, during the "creative revolution" of the 60s, the ad industry turned savagely on the very icons it had created, using brands as signifiers of rule-breaking, defiance, difference and revolt. Even the menswear industry, formerly makers of staid, unchanging garments, ridiculed its own traditions as remnants of intolerable conformity, and discovered youth insurgency as an ideal symbol for its colourful new fashions. Thus emerged the strategy of co-opting dissident style which is so commonplace in modern hip, commercial culture. This text aims to add detail to a period in the 60s which has hitherto remained unresearched.
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Einleitungssatz
For as long as America is torn by culture wars, the 1960s will remain the historical terrain of conflict. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
For as long as America is torn by culture wars, the 1960s will remain the historical terrain of conflict. Lesen Sie die erste Seite
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4 von 4 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
Frank's work with the Baffler and the Reader has always been enlightening and entertaining. As essays for the casual reader, his writing can do a lot of eye-opening. However, I don't think he can sustain his brand of cultural criticism for a book-length work. The problem, after Frank's thesis is repeated for the umpteenth time, is you finally say "So?" I personally always wind up picturing Frank in clothes he has spun himself, living off beans he is cultivating in a backyard seed plot, entertaining himself by sneering from his garret's window at the shallow "lifestyles" of every human being on the planet (except his own). I've always disliked the hypocritical, distant stance people like Frank (whose views I happen to mostly share)adopt when they tackle these issues. The great problem is how to relate these kinds of ideas without pretensions of immunity to the dominant cultural malaise, without relentlessly stereotyping the middle class, and without the hopelessly easy targeting of lame ducks, ducks that Frank seems to consider strong and insidious. Tom Frank, what are the alternatives? Where are the solutions?
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
It is an article of faith among counterculturites that American capitalism ripped off and co-opted the Movement.
Frank persuasively demonstrates that in the 1960's there was a development in business, particularly notable in advertising and men's apparel, which was parallel to and symbiotic with the hippie movement, and in fact shared not only values, but some personnel, in its effort to respond to perceived market changes. He asserts that it must be ever thus, as new supplants old, that "we will have new generations of youth rebellion as certainly as we will have new generations of mufflers or toothpaste or footwear".
Frank persuasively demonstrates that in the 1960's there was a development in business, particularly notable in advertising and men's apparel, which was parallel to and symbiotic with the hippie movement, and in fact shared not only values, but some personnel, in its effort to respond to perceived market changes. He asserts that it must be ever thus, as new supplants old, that "we will have new generations of youth rebellion as certainly as we will have new generations of mufflers or toothpaste or footwear".
(The "score" rating is an ineradicable feature of the page. This reviewer does not "score" books.)
Format:Gebundene Ausgabe
though sometimes wordy, this analysis of the history of advertising in America in the '60s is exhaustive and engrossing. i've never read anything like it. reading this book has made me extra-aware of the advertisements around me and more sensitive to the ways i interact with them. if you enjoy the baffler or have fun laughing along with Fast Company; you will love this book.
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The Essence Of Awful
Thomas Frank has been endowed with a talent for writing tortured prose which is uniquely inelegant, the Washington Post should really recruit him, he could be much more effective... Lesen Sie weiter...
Veröffentlicht am 3. April 2000 von "michael05"
Well...I thought it was boring
(I read this book for a class at Yale, "The Formation of Modern American Culture: 1920 to the Present. Lesen Sie weiter...
Am 5. Mai 1999 veröffentlicht
Trival MBA BS
The advertising of the 50's sold more good & services than any previous decade. The advertising of the 60's was again a record for sales of goods and services. Lesen Sie weiter...
Am 17. April 1999 veröffentlicht
Frank exhibits firm grasp of the obvious
Dispassionate, thinly-disguised masters thesis filled with 2-dollar words (how many times do you need to use 'hegemony'?) and soft opinions. Lesen Sie weiter...
Am 25. Juni 1998 veröffentlicht
An interesting look at the origins of "hip" as a sales tool.
In "The Conquest of Cool," reporter Thomas Frank writes of the evolution in the advertising industry from the rigid science and philosophy espoused by past masters like... Lesen Sie weiter...
Veröffentlicht am 16. April 1998 von Douglas Payne
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