The Conquest of Cool by Thomas Frank, is about the rise of a countercultural style of advertising in all markets (automobiles, soda, a designer fashion) and the correlation of the public perception of conformity with the establishment, which was looked at as the enemy, with a set standard and the fundamental opponent of the establishment that was free flowing individualism in the United States through the 1950s to 1970s.
The standard of advertising was a set of check-points developed that all advertisers used as they went through the process of building an advertisement. Theory “X”, developed by Rosser Reeves, allows for science, market research and field interviews. Everything he developed was a repetitive action in the process. A formula …show more content…
Advertisers also still practiced that governing separation. However, the hip, out-of-the-box types worked in a free information flowing atmosphere that allowed creativity to flow openly. As the Creative Revolution started, products started advertise toward the youth being rebels, body spurned other thought provoking initiatives; however these were mainly focused his type of was and had to be free flowing. “Admen equated creativity with counterculture; its language, its suspicion of advertising, its disdain for mass culture all seemed to reinforce the lessons of Bill Bernbach.” (Frank, 1997) Advertisements started looking toward focusing of being a rebel to conformity and the most influential of that time were the youth, the Now Generation. The Now Generation was highlighted during product implementation. Admen developed catchphrases like; “Break away from the everyday”, “Move away from the crowd”, “Rise up”, each one implicating that they should move in their own direction, do their own thing. Additionally, to add to the product cesspool that advertisers focused was the “fight” between Pepsi and Coca-Cola. The proverbial square verses hip showdown. Coke, the cola leader since forever, used the Theory X scientific way to advertise simple, short and easy. …show more content…
However, the thought pattern of Mr. Thomas allowed me to see how this time in history was structured within consumerism. He provided enough guidance to see behind the steel curtain how advertiser played to push their agenda and their products. Additionally, it is funny that during this time we had a lot of history going on our own doorstep. For example, space race, John F. Kennedy election and death, Civil rights and the Vietnam War. All had huge “rebel” undertones that the nation had strong feelings about. Advertisers, could have pushed a lot of different directions to distract the nation. I am just glad Zoot suits, love beads, and wild colors did not stick around, I do not think they would go with my
The standard of advertising was a set of check-points developed that all advertisers used as they went through the process of building an advertisement. Theory “X”, developed by Rosser Reeves, allows for science, market research and field interviews. Everything he developed was a repetitive action in the process. A formula …show more content…
Advertisers also still practiced that governing separation. However, the hip, out-of-the-box types worked in a free information flowing atmosphere that allowed creativity to flow openly. As the Creative Revolution started, products started advertise toward the youth being rebels, body spurned other thought provoking initiatives; however these were mainly focused his type of was and had to be free flowing. “Admen equated creativity with counterculture; its language, its suspicion of advertising, its disdain for mass culture all seemed to reinforce the lessons of Bill Bernbach.” (Frank, 1997) Advertisements started looking toward focusing of being a rebel to conformity and the most influential of that time were the youth, the Now Generation. The Now Generation was highlighted during product implementation. Admen developed catchphrases like; “Break away from the everyday”, “Move away from the crowd”, “Rise up”, each one implicating that they should move in their own direction, do their own thing. Additionally, to add to the product cesspool that advertisers focused was the “fight” between Pepsi and Coca-Cola. The proverbial square verses hip showdown. Coke, the cola leader since forever, used the Theory X scientific way to advertise simple, short and easy. …show more content…
However, the thought pattern of Mr. Thomas allowed me to see how this time in history was structured within consumerism. He provided enough guidance to see behind the steel curtain how advertiser played to push their agenda and their products. Additionally, it is funny that during this time we had a lot of history going on our own doorstep. For example, space race, John F. Kennedy election and death, Civil rights and the Vietnam War. All had huge “rebel” undertones that the nation had strong feelings about. Advertisers, could have pushed a lot of different directions to distract the nation. I am just glad Zoot suits, love beads, and wild colors did not stick around, I do not think they would go with my