Why did I love this book?
I had always been interested in the contradictions of the American counter-culture, so I loved how Frank underscored how rebellion and dissent had such a surprisingly positive impact on the corporate world.
Far from seeing counter-cultural messages as threats to American capitalism, marketing, and advertising executives welcomed these non-conformist ideals as a fantastic way of commercializing their mundane products by connecting them with hipness and authenticity. Frank’s contrarian position jibes well with my own thoughts on the topic, and I really enjoyed how he takes the reader through the genesis of hip advertising.
1 author picked The Conquest of Cool as one of their favorite books, and they share why you should read it.
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,…