According to Frank, the countercultural idea has become “capitalist orthodoxy”, meaning its hunger for transgression upon transgression fits perfectly to an economic-cultural regime and its intolerance for traditional latitude in “normal” lifestyle. Frank also addressed the huge transformation of advertising when in the early 1960s. Advertising made consumer culture one of the most hated themes. People rebelled against the “establishment”. The counterculture of the 1960s was extremely critical of consumer culture. The central theme that give coherence to American advertising considered the consumer culture a “gigantic fraud”. It acted like everyone else, to “just go with the flow”, when you are in fact an individual. The consumer culture does
