I agree with Frank’s contention that “consumerism is no longer about “conformity” but about “difference”… It counsels not rigid adherence to the tastes of the herd but vigilant and constantly updated individualism” (qtd. in Frank 153). In contrast to advertisements in the past, which drew people in moral social behaviors and standards, current marketing strategies and advertisements are trying to educate consumers about being their own personalities and being self-fulfillment. According to Thomas Frank, this marketing idea, in fact, derived from the countercultural idea in 1950s when yuppies tried to do different things from their parents’ generation and to break all the current social rules since they could discover who they are only by breaking
